Gamification Design Patterns to Address Values‐Based and Sustainability‐Oriented Innovation Challenges

ABSTRACT Private sector engagement and innovation are indispensable for the transition towards sustainable development. However, to drive sustainability transformation and to integrate sustainability‐oriented values and strategies into operational practices, organisations need to overcome a range of challenges. Gamification provides a promising approach to address organisational challenges, including sustainability‐oriented innovation (SOI) challenges. However, many gamified formats fail to effectively address these challenges due to the lack of reliable frameworks that structure the design process and consolidate scientific knowledge on gamification design. Building on a systematic and integrative review of the literature and existing games, we address this gap and present a classification of 36 gamification design patterns. We outline five contributions that the classification offers to scientific research and discourse with relevance for practitioners. We illustrate the practical relevance of the design patterns through an action research approach to develop a game with a large telecommunication company. We conclude with future research implications to further develop and validate the design pattern classification.