Strategic communication studies

Strategic communication studies

Gamification model design in video on demand (VOD) services for kids and teenagers

Document Type : Original Article

Authors
melika ansari heravi 1
Hojjatollah Niki Maleki 2
1 Master’s in Media Management, Faculty of Culture and Communication, Soore International University, Tehran, Iran (Corresponding Author).
2 PhD in Media Management, University of Tehran, Tehran, Iran.
10.22034/rcc.2025.2042237.1170
Abstract
The current research was conducted with the aim of designing a gamification model for video-on-demand/video-on-demand (VOD) platforms for children and teenagers in order to solve the challenges in attracting and engaging this group. The lack of a documented model of gamification in Iran has caused ineffective implementation of these strategies in video-on-demand platforms, and this threatens the competitiveness of these services. The aim of this research is to provide a model that leads to more loyalty and an optimal user experience by increasing user interaction.
The research method of this research was grounded theory, because this method allows researchers to identify and extract key patterns and components through deep analysis of qualitative data. The choice of this method was formed especially due to the lack of existing theories in the field of gamification in video-on-demand services and the need to test hypotheses. In this regard, data has been collected through in-depth and semi-structured interviews with 17 experts. After going through the process of open and closed coding, the data obtained by these interviews became categories and a central category was formed from these data.
The findings showed that efficient and responsible gamification design as a central category includes three key components: an efficient and attractive platform for children and teenagers, a safe and secure platform, and in sync with global management strategies. The use of these components can solve the needs of Iran's video-on-demand services industry, especially in the field of children and teenagers, and lead to an optimal user experience, increasing user interaction and loyalty. The implementation of gamification based on this proposed model in interaction-oriented scenarios can increase the loyalty and interaction of children and teenagers and improve the competitiveness of video-on-demand services.
Keywords
Gamification
platform
video on demand/video on demand (VOD) service

Subjects

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  • Receive Date 03 October 2024
  • Revise Date 26 December 2024
  • Accept Date 19 January 2025