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Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports

Author

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  • Qian, Tyreal Yizhou
  • Matz, Robbie
  • Luo, Lei
  • Xu, Chenglong

Abstract

The current study examined the relationships between gamification, perceived value, and viewer engagement in a gamified livestreaming service, where gamification complemented the viewing of an esports event. Data from 458 viewers on a livestreaming platform were analyzed using partial least squares structural equation modeling. The results showed that immersion and socialization gamification enhanced the event’s perceived value and viewer engagement, while the effects of achievement gamification were weak and not significant. Moreover, we identified gendered differences as to engagement enhancement in esports livestreams. Immersion gamification and functional value of the event were more influential among females, whereas socialization gamification and social value were more impactful among males. Theoretical and practical implications that can help researchers and practitioners better understand, design, and operate gamification are discussed.

Suggested Citation

  • Qian, Tyreal Yizhou & Matz, Robbie & Luo, Lei & Xu, Chenglong, 2022. "Gamification for value creation and viewer engagement in gamified livestreaming services: The moderating role of gender in esports," Journal of Business Research, Elsevier, vol. 145(C), pages 482-494.
    • Handle: RePEc:eee:jbrese:v:145:y:2022:i:c:p:482-494
    DOI: 10.1016/j.jbusres.2022.02.082
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    2. Syahrulanuar Ngah & Samar Rahi & Fei Long & Cecile Gabarre & Aamir Rashid & Abdul Hafaz Ngah, 2024. "Future behavioural of console gamers and mobile gamers: are they differ?," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(6), pages 5531-5557, December.
    3. Qian, Tyreal Yizhou & Seifried, Chad, 2023. "Virtual interactions and sports viewing on social live streaming platforms: The role of co-creation experiences, platform involvement, and follow status," Journal of Business Research, Elsevier, vol. 162(C).
    4. Liu, Aiping & Urquía-Grande, Elena & López-Sánchez, Pilar & Rodríguez-López, Ángel, 2024. "The power of play in microfinance: Examining the effect of gamification on customer relationship management performance," Journal of Behavioral and Experimental Finance, Elsevier, vol. 44(C).
    5. Rapeepan Pitakaso & Surajet Khonjun & Natthapong Nanthasamroeng & Chawis Boonmee & Chutchai Kaewta & Prem Enkvetchakul & Sarayut Gonwirat & Peerawat Chokanat & Ganokgarn Jirasirilerd & Thanatkij Srich, 2025. "Gamification design using tourist-generated pictures to enhance visitor engagement at intercity tourist sites," Annals of Operations Research, Springer, vol. 350(3), pages 1109-1141, July.
    6. Lan, Xiaomeng & Song, Baobao, 2025. "The more, the merrier? Investigating the distinct and interaction effects of gamification mechanics in corporate sustainability engagement," Journal of Business Research, Elsevier, vol. 199(C).
    7. Dzandu, Michael D. & Hanu, Charles & Amegbe, Hayford, 2022. "Gamification of mobile money payment for generating customer value in emerging economies: The social impact theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    8. Roman Welden & Michael Haenlein & Kelly Hewett & Keith Marion Smith & John Hulland, 2025. "Quest for insights: Leveraging data from the video game ecosystem in marketing," Journal of the Academy of Marketing Science, Springer, vol. 53(4), pages 1135-1156, July.
    9. Haoyu Liu & Kim Hua Tan & Leanne Chung & Osamu Yoshie & Yuya Ieiri, 2025. "Examining viewers’ impulsive buying behaviour in sports livestreaming commerce," Operations Management Research, Springer, vol. 18(1), pages 422-436, March.
    10. Jiaqi Li & Baicheng Chen & Siyuan Zhao & Yuqi Zhang, 2025. "RETRACTED ARTICLE: Discovering Knowledge Assets to Foster Esports’s Sustainable Expansion," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 16(1), pages 65-99, March.
    11. Haoyu Liu & Kim Hua Tan & Xianfeng Wu, 2023. "Who’s watching? Classifying sports viewers on social live streaming services," Annals of Operations Research, Springer, vol. 325(1), pages 743-765, June.
    12. Liu, Haoyu & Chung, Leanne & Tan, Kim Hua & Peng, Bo, 2024. "I want to view it my way! How viewer engagement shapes the value co-creation on sports live streaming platform," Journal of Business Research, Elsevier, vol. 170(C).

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