Gamification Taxonomy

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We have conducted extensive empirical research over the last 4 years as part of a university PhD program to develop the world’s first comprehensive enterprise gamification taxonomy. Our taxonomy has been peer reviewed and is built on our database of over 300 enterprise gamification projects. This has now become a globally recognised tool that helps designers and organisations to plan, develop and implement a gamification initiative.

There are several elements in the taxonomy that help to guide you as you navigate through your options:

Market Elements: These elements identify your target audience (5 key types), the primary purpose (17 key types) and geographic/cultural location.

Technology Elements: These elements identify your technological options which include up to 6 primary types and several other secondary or supporting technologies.

Design Elements: These elements include gameful elements such as gameplay and game mechanics, both digital and analogue.

And as you can see from our model below, there are many sub-elements that need to be considered to design a gamification project that meets your business objectives spot-on.


Our design methodology guides you through a systematic approach to ensure that you have a holistic and independent approach to investigating, designing and implementing a ‘gamified’ project. The result is that you will develop a solution that is tailored for your unique business challenge and is able to integrate with your current systems and applications.

If you would like to read up on the research on the gamification taxonomy, our founder Marigo Raftopoulos, published this paper to launch the taxonomy at the international DiGRA conference (Digital Games Research Association) in May 2015. If you would a copy of the paper, follow the link on our resources page.

You can also give us a call and we would be more than happy to come and present our model to you in person. We don’t do hype, and we’re technology neutral, so all you get is great strategic insight and guidance.

If you would like to learn more about organizational capabilities that are required to make your project implementation a success, head on to our Capabilities Framework page and we have another user-friendly model for you there to consider.

 For a no obligation conversation on how we may help you contact Marigo Raftopoulos on or fill in the form below.