The dark side of gamification: an experimental study on digital fitness apps

Purpose This study, anchored in Self-Determination Theory, explores the paradoxical effects of gamification on digital health promotion, focusing on user engagement, physical activity adherence, stress levels and social dynamics. Design/methodology/approach In a preregistered experimental design, participants interacted with one of three fitness apps: a non-gamified control app, a competition-based gamified app (GameFit) or a self-exploration-based gamified app (ExploreFit). Quantitative data were collected through scales measuring key variables, and qualitative insights were gathered from structured diaries. Findings Gamification significantly enhanced user engagement and physical activity adherence. However, competition-based gamification also increased stress and negative social dynamics, with gender-specific effects: females experienced higher stress and males encountered more negative social dynamics. These adverse effects were mitigated in the ExploreFit group, suggesting that self-exploration elements in gamification can reduce negative outcomes. Originality/value This research offers a comprehensive analysis of the complex interplay between gamification, competition, self-exploration and health outcomes. It provides valuable insights for the design of persuasive technologies, highlighting the need for a balanced approach to gamification that considers both its benefits and potential pitfalls.