Product/service contexts and game elements
| Context . | Product/service . | Game elements . | ||||
|---|---|---|---|---|---|---|
| Achievement-related (n = 76) . | Social-related (n = 39) . | Immersion-related (n = 21) . | Miscellaneous (n = 36) . | Not specified (n = 32) . | ||
| Banking and financial services | ||||||
| Bank service | 6 | 2 | 1 | 1 | ||
| Green financial product | 1 | |||||
| Mobile payment service | 3 | 3 | 2 | 4 | 1 | |
| Food services (e.g. restaurants, cafes) | ||||||
| Coffee | 3 | |||||
| Food and drink | 1 | |||||
| Media and entertainment | ||||||
| AR-based game filter | 1 | 1 | ||||
| Esports live streaming | 1 | 1 | ||||
| Football game | 2 | 2 | ||||
| Online community (electronic device) | 2 | 2 | 2 | |||
| Premium service (Football fans club) | 4 | 1 | 1 | |||
| Social live streaming service | 1 | 1 | ||||
| User-generated content platform | 1 | |||||
| Retail | ||||||
| Apparel | 1 | 1 | 1 | 1 | ||
| Book | 2 | 1 | 1 | 2 | ||
| Car | 1 | 1 | ||||
| Chain store | 1 | |||||
| E-commerce live streaming | 2 | 2 | 2 | |||
| E-commerce platform (variety of products) | 15 | 8 | 3 | 5 | 11 | |
| Electronic device/component | 1 | 1 | 1 | |||
| Fashion product | 1 | 1 | ||||
| Furniture | 1 | 1 | 1 | |||
| Green consumption (green product/service) | 1 | 1 | 2 | |||
| Grocery food | 2 | 1 | 2 | |||
| Sports product | 1 | |||||
| Virtual product (metaverse) | 1 | |||||
| Transportation | ||||||
| Bicycle navigation service | 1 | |||||
| Sharing bike service | 1 | |||||
| Transportation services (e.g. taxis, public transportations) | 3 | 1 | ||||
| Travel and tourism | ||||||
| Green consumption (tourism) | 1 | 2 | 1 | |||
| Hotel | 1 | |||||
| Tourist service | 3 | 1 | 1 | 2 | 2 | |
| Well-being and health | ||||||
| Mental health service | 1 | |||||
| Professional health service | 1 | |||||
| Virtual coaching and training plans | 6 | 6 | 3 | 3 | 4 | |
| Miscellaneous | ||||||
| AI agent | 3 | 3 | ||||
| Education | 1 | 1 | 1 | |||
| Government service | 1 | |||||
| On-demand service | 1 | |||||
| Not specified | 6 | 2 | 3 | 2 | 5 | |
| Context . | Product/service . | Game elements . | ||||
|---|---|---|---|---|---|---|
| Achievement-related (n = 76) . | Social-related (n = 39) . | Immersion-related (n = 21) . | Miscellaneous (n = 36) . | Not specified (n = 32) . | ||
| Banking and financial services | ||||||
| Bank service | 6 | 2 | 1 | 1 | ||
| Green financial product | 1 | |||||
| Mobile payment service | 3 | 3 | 2 | 4 | 1 | |
| Food services (e.g. restaurants, cafes) | ||||||
| Coffee | 3 | |||||
| Food and drink | 1 | |||||
| Media and entertainment | ||||||
| AR-based game filter | 1 | 1 | ||||
| Esports live streaming | 1 | 1 | ||||
| Football game | 2 | 2 | ||||
| Online community (electronic device) | 2 | 2 | 2 | |||
| Premium service (Football fans club) | 4 | 1 | 1 | |||
| Social live streaming service | 1 | 1 | ||||
| User-generated content platform | 1 | |||||
| Retail | ||||||
| Apparel | 1 | 1 | 1 | 1 | ||
| Book | 2 | 1 | 1 | 2 | ||
| Car | 1 | 1 | ||||
| Chain store | 1 | |||||
| E-commerce live streaming | 2 | 2 | 2 | |||
| E-commerce platform (variety of products) | 15 | 8 | 3 | 5 | 11 | |
| Electronic device/component | 1 | 1 | 1 | |||
| Fashion product | 1 | 1 | ||||
| Furniture | 1 | 1 | 1 | |||
| Green consumption (green product/service) | 1 | 1 | 2 | |||
| Grocery food | 2 | 1 | 2 | |||
| Sports product | 1 | |||||
| Virtual product (metaverse) | 1 | |||||
| Transportation | ||||||
| Bicycle navigation service | 1 | |||||
| Sharing bike service | 1 | |||||
| Transportation services (e.g. taxis, public transportations) | 3 | 1 | ||||
| Travel and tourism | ||||||
| Green consumption (tourism) | 1 | 2 | 1 | |||
| Hotel | 1 | |||||
| Tourist service | 3 | 1 | 1 | 2 | 2 | |
| Well-being and health | ||||||
| Mental health service | 1 | |||||
| Professional health service | 1 | |||||
| Virtual coaching and training plans | 6 | 6 | 3 | 3 | 4 | |
| Miscellaneous | ||||||
| AI agent | 3 | 3 | ||||
| Education | 1 | 1 | 1 | |||
| Government service | 1 | |||||
| On-demand service | 1 | |||||
| Not specified | 6 | 2 | 3 | 2 | 5 | |