Are Combat Sports Too Violent? Effects of Counter-Balancing Perceptions of Violence Through AR-Infused Gamification

Combat sports, often associated with intensity and aggression, can benefit from a more engaging and entertaining media presentation. The purpose of this study is to investigate the impact of integrating AR-infused gamification, with game-like features, into combat sports presentations on perceptions of violence, enjoyment, and viewers’ intentions for continuous viewing. A between-subjects online experiment was conducted, comparing participants’ responses to gamified versus non-gamified combat sport footage. A total of 115 participants were randomly assigned into two groups, and perceived violence, enjoyment, and intention to watch combat sports were compared between gamified TAEKWONDO and conventional TAEKWONDO, using analysis of variance and multivariate analysis of covariance, controlling for involvement. The results showed that the integration of game-like features significantly mitigated perceived violence associated with combat sports. It also fostered a more enjoyable viewing experience, ultimately heightening intentions to watch combat sports content when presented with gamified elements. This research contributes to both practice and theory by shedding light on the transformative potential of AR-infused gamification in altering perceptions in combat sports. The findings provide valuable insights for scholars and managers aiming to enhance engagement and reshape perceptions in combat sports media.