Exploring the Impact of Thematic Alignment of Narratives in a Game with a Purpose on User Engagement and Cognitive Load: An Experimental Study

The current research discusses the thematic alignment of narratives and its impact on user engagement in gamified apps, using NLP Game-with-a-Purpose (GWAP) as the experimental environment. The experimental game is made up of a three-dimensional environment wherein a scene-based narrative is contextually integrated with the game world, and there is no such integration in the case of a non-scene-based narrative. Quantitative data gathered from 80 participants shows that a scene-based narrative contributes much better to user engagement, scoring higher in Focused Attention (FA) and Reward (RW) compared to the non-scene-based narrative. These findings are supported by qualitative feedback and think-aloud protocols, which showed that the participants found the scene-based narrative to be more engaging and involved than the non-scene-based material. Even though there were no statistically significant differences in cognitive load, trends of mental demand and frustration were observed indicating that thematic alignment has the potential to streamline the user experience. These findings have design implications in developing narrative-based gamified systems that can be used to improve interaction in language-related tasks.