A bibliometric analysis of the use of the Gamification Octalysis Framework in training: evidence from Web of Science

The Octalysis framework, which systematically organizes gamified elements in non-game settings, such as training, has become one of the most famous persuasive tools for changing user behaviour. The field of Gamification Octalysis Framework research is expanding rapidly, moving beyond elementary questions like “what” and “why” to more complex ones like “how” and “when”. However, there remain empirical and theoretical challenges such as demonstrating the effectiveness of the Gamification Octalysis Framework and codifying the principles underpinning effective gamification design. This paper uses bibliometric analysis and scientific mapping to characterize the structure and development of the academic field of the Gamification Octalysis Framework, with the help of intellectual, conceptual, and social network structures of the framework. Our findings provide insight into the field’s research frontiers and intellectual structures, the interconnections between articles, authors, and keywords, the current collaborative networks, the hottest themes, and the most cited authors, publications, and sources, for instance, that in recent years, the Gamification Octalysis Framework has attracted significant research attention in the training field. Interestingly, 66.6% of cutting-edge research is done in the social sciences, as compared to science and technology. Researchers, academicians and professionals should be made aware of Octalysis framework gamified method because it has been shown to increase user engagement and motivation outside of social sciences game setting. We recommend that countries outside Europe integrate the Gamification Octalysis Framework in training into their learning programs and launch corresponding research centres and journals.