Impact of Gamified system on user engagement

Abstract

This study investigates the impact of gamified systems on user engagement within the context of Heetch’s ride‐ hailing Application. Drawing on a comprehensive theoretical review, covering core gamification concepts, instruments, and the multidimensional nature of engagement. the research employs a mixed‐ methods approach. The applied phase involved telephone interviews with 494 Heetch drivers, complemented by univariate and bivariate statistical analyses. Drivers rated their agreement with statements concerning ranking and rewards, notifications, bonus‐ on‐ recharge, and in‐ app challenges, then identified their primary motivators. Univariate results examining individual variables collected from the survey. while bivariate tests confirm that perceiving bonuses as structuring one’s day is significantly associated with selecting financial rewards , higher agreement on the usefulness of notifications correlates with greater personal satisfaction from goals and rewards and drivers who view the bonus on recharge feature as encouraging continued use are more likely to choose it as their primary motivator. These findings suggest that integrating clear reward structures and immediate financial incentives can substantially enhance driver engagement. The study concludes with recommendations for iterative gamification design, emphasizing variety, personalization, and continuous measurement, to foster sustained engagement and satisfaction among ride‐ hailing drivers.