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Brand identification has the potential of shaping individuals' attitudes, performance and commitment within learning and work contexts. We explore these effects, by incorporating elements of branded identification within gamified environments. We report a study with 44 employees, in which task performance and emotional outcomes are assessed in a real-world assembly scenario - namely, while performing a soldering task. Our results indicate that brand identification has a direct impact on individuals' attitude towards the task at hand: while instigating positive emotions, aversion and reactance also arise.
We present the design of a system combining augmented reality (AR) and gamification to support elderly persons’ rehabilitation activities. The system is attached to the waist; it collects detailed movement data and at the same time augments the user’s path by projections. The projected AR-elements can provide location-based information or incite movement games. The collected data can be observed by therapists. Based on this data, the challenge level can be more frequently adapted, keeping up the patient’s motivation. The exercises can involve cognitive elements (for mild cognitive impairments), physiological elements (rehabilitation), or both. The overall vision is an individualized and gamified therapy. Thus, the system also offers application scenarios beyond rehabilitation in sports. In accordance with the methodology of design thinking, we present a first specification and a design vision based on inputs from business experts, gerontologists, physiologists, psychologists, game designers, cognitive scientists and computer scientists.