We are experienced researchers from the University of Manchester, the University of Edinburgh and the University of Sydney, conducting an academic study that aims to explore the broad theme of gamification within Decentralized Finance (DeFi) applications, and specifically, in the development and use of 'play-to-earn' apps. The study is funded by the University of Manchester.

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What is the purpose of the study?

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The study aims to investigate how digital entrepreneurs develop ‘play-to-earn’ apps, and how users engage with them. Play-to-earn apps measure 'playful' activity (e.g., walking) and allow users to earn cryptocurrency or NFTs according to how much they engage in play-related challenges. We are interested in the development process of a) play-to-earn apps' gamified mechanics (e.g., achievements and rewards), b) play-to-earn apps' native NFT and cryptocurrency markets, c) how users engage with gamified mechanics and interact with other users to inform their 'play' strategy, and d) how users assess NFTs and cryptocurrency markets to inform their ‘earning’ strategy.

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Why is this study important?

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While play and games are as old as civilization, digital platforms have led to the rapid dissemination of game-like categories in many aspects of social, organizational, and economic life. Most encounters with games in contemporary settings are mediated by one of their most ubiquitous surrogates: gamification. Gamification relates to the use of game design elements in non-game contexts to afford enjoyable experiences and endless play. Due to their participative (e.g., Srnicek, 2016), algorithmic (e.g., Kellogg et al., 2020), and evaluative (e.g., Kornberger et al., 2017) underpinnings, digital platforms are prime candidates for the inclusion of game elements to “engage” users (Hulsey, 2020). While “engagement” is the watchword of the platform economy, we still know little about how gamification – as a design approach to induce such engagement – works and its implications for organizing, valuing, and control in digital platforms. This raises the questions at the heart of this project: Why are digital platform organizations increasingly relying on game elements? How do platforms orchestrate such game elements? What effects are being sought and achieved?

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How is this study conducted?

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The research team commenced theoretical work in early 2022. Empirical work commenced in December 2022. Part of the data collection process includes interviews, conducted with prominent play-to-earn app developers and respective experienced users.

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Can I also take part?

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We’d love to speak with you if you:

• Are involved in the development of a ‘play-to-earn’ app,​ or

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• Are a user of a ‘play-to-earn’ app and

  • Are at least 18 years or older

  • Have used a ‘play-to-earn’ app for at least 3 months

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What will I be asked to do if I take part?

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Take part in a one-to-one, online interview with either Christos or Matteo (your choice). If you are a user, we would like to talk through how you interact with the app’s game mechanics and how you assess the value of the app’s NFT and cryptocurrency offerings. If you are a developer, we would like to talk through the development process of the apps’ gamified mechanics and native marketplace. If you do decide to take part, you will be given an information sheet to keep and will be asked to sign a consent form. The interview would last approximately 40 mins, take place using Zoom and can be arranged at a date and time that is convenient for you. Only audio will be recorded during the Zoom interview. The interview can also take place with the camera off, if requested. We will use the recording of our conversation to make a transcript and once we have checked that the transcript is correct, the recording will be deleted. We will remove any information from the transcript that might identify you. The anonymized interview transcript is confidential and only accessed by members of the research team.

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Will the outcomes be published?

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The outcomes will be reported at scientific conferences and in peer-reviewed academic journals but you won’t be identifiable in any of these.

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Will I be compensated for taking part?

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There is no compensation for taking part in this study, but we can send you a report of our findings once the study is completed.

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Who has reviewed this study?

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This study is funded by the University of Manchester and has been reviewed by the University of Manchester Research Ethics Committee (Ref: 2022-15499-26555).

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