Gamification involves applying interactive game mechanics to non-game environments, such as news platforms, to drive user engagement and loyalty. Gamification can include more complex activities such as crossword puzzles, but also simpler interactive features such as quizzes, point collection systems, leaderboards, badges, hashtags, rankings, “like/dislike” options, and sharing, which may be more feasible for certain settings.

While most gamification studies focus on user experience, this one explores executive-level perspectives from media owners and editors-in-chief. Originally published in Journalism and Media, the study focuses on how Greek news media leaders are exploring and utilizing gamification strategies. The study’s authors conducted and analyzed interviews with a variety of digital media decision makers to uncover key trends and actionable insights.

Opportunities abound

Games are synonymous with fun. But gamification can have serious business benefits for digital media platforms, such as:

• Increased user time-on-site and repeat visits.
• Deeper user interaction, not just as a novelty, but fostering audience retention.
• Generation of analytics on user behavior, which can inform editorial strategy and content personalization.
• Appeal to younger, tech-savvy users- potentially without alienating long-term audiences.

Most of the media owners and editors interviewed perceive gamification as a promising strategic approach for increasing user engagement while enriching the digital news experience.  Leaders emphasized the need to uphold professional ethics while adapting established journalistic practices to accommodate the interactive and participatory nature of today’s digital media environment.

Potential pitfalls of media gamification

As much promise as gamification holds, some media executives express ethical concerns, such as credibility risks, especially among long-term users who value tradition. Some noted that older audiences may perceive gamification as gimmicky or inappropriate for news, possibly alienating core audiences. They stress the importance of maintaining editorial integrity and journalistic standards, especially in hard news contexts. Concerns about aggressive monetization were discussed. Finally, some leaders interviewed expressed concern about potential manipulation: the possibility that gamification could be used to prioritize clicks over informed citizenship.

Practical concerns also surfaced in interviews. Smaller newsrooms may lack technical capacity, design expertise, or budget to implement gamification effectively. Internal pushbacks from staff can occur, especially among those who view gamification as incompatible with traditional journalism values. Some executives question whether gamified features can be maintained over time without becoming stale or losing relevance.

Researchers also point out that while many participants in the study were able to recognize and assess individual gamified elements, they often lacked the training to conceptualize gamification as a planned, strategic approach. This indicates a need for professional development to help media leaders build skills to design, assess, and apply gamification in meaningful ways.

So, is gamification right for your media business?

Research indicates the importance of building internal buy-in before launching gamification innovations. Organizational resistance can hinder results, so ensure that all staff understand the value of proposed changes. Invest in training and be ready to assure stakeholders that ethical and practical issues have been thoughtfully considered to maintain integrity and mitigate potential pitfalls.

One caveat: the study data is drawn from ten in-depth interviews with media executives in Greece, including owners and editors-in-chief of Greek newspapers, radio stations, television channels, and online news platforms. While the interviews were thorough and represented diverse media venues, the research is drawn from a modest quantity of participants within a limited geographic area. 

Nevertheless, this study offers fascinating insight from those with real-world expertise in the field. The perspectives shared highlight the promise and complexity of merging gamification with journalistic practices. Digital media leaders seeking to innovate through gamification while upholding editorial credibility will find this research particularly relevant.

Research framework
The study uses a Normalization Process Theory (NPT) framework to analyze how gamification can be integrated into newsroom culture. The results point to a clear need for intentional design, strong editorial governance, and regular impact evaluation.

Research authors outline how frameworks like Normalization Process Theory (NPT) can guide adoption:
-Coherence: Make the purpose clear.
-Cognitive Participation: Get buy-in from staff.
-Collective Action: Assign roles and resources.
-Reflexive Monitoring: Evaluate and adjust.

The NPT framework can also be used to guide introduction of other emerging technologies.

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A: Put the users first. If you build a product – and an ad experience – that puts the needs and habits of consumers first, then you will be able to maximize the overall impact. A majority of app consumption happens at home, often while also watching TV. Users are coming to our apps to escape the same old TV commercials, so we need to provide them an innovative ad experience that compliments the mobile mindset. Before you run an ad, the first question you should ask yourself is, “would I sit through this ad?”

Q: Describe one of your video advertising campaigns that you think is particularly innovative:

A: USAToday partnered with Dodge on a unique campaign that paired-up with movie trailers. We presented an interactive pre-roll that featured stars from upcoming movies, which allowed users to answer trivia questions about the Dodge Durango. Often publishers will talk of gamification of content to drive engagement. We have taken that concept, combined it with the idea of native advertising and created an experience that will encourage interaction with both the content and the advertisement in a seamless and social manner.

Q: What is working in video advertising and what do we need more of in order to drive success in this area?

A: I think the biggest step forward in video advertising, particularly in the mobile space, has been the adoption of Vine and Instagram by brands. Finally we’re starting to think outside of the traditional 30-second pre-roll box, and focusing on the wide array of platforms users now consume media through. An overwhelming majority of people use their tablets and phones while watching TV, and most are doing so during commercials. We cannot expect them to engage in our video content if they are forced to sit through the exact same ad that they are trying to escape.

Samantha is currently the director of mobile video for Gannett and its properties, including USAToday and over 100 local broadcast stations and local newspapers. She oversees both product and content strategy for the company’s mobile apps and mobile website. Samantha has worked on both the editorial and product side of the video and content business, with time at both AOL and The Weather Channel.

Also in this series:

Q&A: Aaron Broder, CEO & Co-Founder Evolve Media, on Video Ad Innovation

 Q&A: Beth Lawrence, EVP Digital Sales, Scripps Networks Interactive, on Video Ad Innovation

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