Bachelor's Thesis

Gamification in Digital Platforms: Motivating User Contribution

Final Thesis 1.64 MB

Author of thesis: Dan Doupovec

Acad. year: 2025/2026

Supervisor: Ing. Jakub Ulč

Reviewer: Ing. David Schüller, Ph.D.

Abstract:

This thesis examines how gamification can be used to motivate user content contribution on digital platforms. The work is based on a single-case study of Sportera, a Czech civic-tech application that maps free public sports venues and depends entirely on its users for adding and updating venue data. The theoretical part covers the core concepts of gamification, motivation theories including Self-Determination Theory and the Hexad typology, and the literature on user-generated content and crowdsourcing. The analytical part examines the current state of the Sportera platform and compares it with similar platforms such as Waze, Strava and OpenStreetMap. Based on this analysis, a user survey (N=40) and five semi-structured interviews, three gamification features are proposed: an onboarding tutorial, an impact counter on venues, and a shareable sport map card. Survey results show that Philanthropist and Achiever types dominate the user base, and that the Impact Counter received the strongest positive reception among the proposed features. The findings suggest that for civic-tech platforms with altruistic contribution logic, impact visibility and identity features are more effective than competitive mechanics.

Keywords:

gamification, user-generated content, crowdsourcing, motivation, self-determination theory, Hexad typology, civic-tech, user contribution

Date of defence

18.06.2026

Result of the defence

Defended (thesis was successfully defended)

znamkaBznamka

Grading

B

Process of defence

In his presentation, the student informed the committee about the objectives, solutions and results he had reached in his thesis. The committee then read the opinions and evaluation of the thesis supervisor and the opponent. The student answered the question from the supervisor's assessment in full, the question from the opponent's assessment in full. Questions from committee members: 1. Ing. Havíř: What is the contribution of the single action? - answered 2. Ing. Havíř: How the customers fell about the competitors? - answered On the basis of the presentation and the answers to the questions asked in the discussion, the committee decided that the student defended the thesis.

Language of thesis

English

Faculty

Fakulta podnikatelská

Department

Institute of Management

Study programme

Entrepreneurship and Small Business Development (BAK-ESBD)

Composition of Committee

doc. Ing. Robert Zich, Ph.D. (předseda)
doc. Ing. Pavla Marciánová, Ph.D. (místopředseda)
Ing. David Havíř, Ph.D. (člen)
Ing. Jakub Ulč (člen)
Ing. David Schüller, Ph.D. (člen)

Supervisor’s report
Ing. Jakub Ulč

The aim of the thesis was to propose gamification elements for the Sportera platform. The aim is fulfilled. The theoretical part adequately covers gamification principles with relevant academic sources, though some could be more current given the rapidly evolving field. I positively evaluate the mixed-methods approach combining user survey with competitor benchmarking and expert validation interviews. The analytical part demonstrates solid understanding of the platform's current state and user needs. The proposal part presents three gamification concepts with clear user stories and wireframes. However, the survey sample (N=40) is insufficient for the platform's user base (or potential segment) — a significantly larger sample would strengthen the validity of findings. The benchmark analysis could benefit from a summary comparison table. The validation relies on only two short interviews, limiting the strength of conclusions. Implementation costs and timeline are not addressed. Despite these limitations, the proposals are practical and applicable to the platform. I recommend the thesis for defense.

Q: How would you prioritize the implementation of the three proposed gamification features and why?
Evaluation criteria Grade
Splnění stanovených cílů B
Zvolený postup řešení, adekvátnost použitých metod B
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry C
Praktická využitelnost výsledků B
Uspořádání práce, formální náležitosti, použitá terminologie a odborná jazyková úroveň B
Práce s informačními zdroji, včetně citací C

Grade proposed by supervisor: B

Reviewer’s report
Ing. David Schüller, Ph.D.

The bachelor’s thesis addresses a current and practically relevant topic and demonstrates very good engagement with both theory and practical application. The strong aspects are the methodological transparency, practical orientation and theoretical grounding.

Question for defence:

Which of the implemented or proposed gamification features achieved the most positive user response and why do you think this was the case?
Evaluation criteria Verbal classification Grade
Splnění stanovených cílů The objectives of the bachelor’s thesis were fulfilled through the analysis of gamification principles and their application to the Sportera platform. A
Zvolený postup řešení, adekvátnost použitých metod The selected methodology is suitable for the topic and appropriately combines a case study, survey research, interviews and comparative benchmark analysis. B
Schopnost interpretovat dosažené výsledky a vyvozovat z nich závěry The author demonstrates the ability to connect empirical findings with theoretical frameworks such as Self-Determination Theory and the Hexad typology. A
Praktická využitelnost výsledků The thesis has strong practical relevance due to its direct connection to a real digital platform and the implementation-oriented nature of the proposed solutions. A
Struktura práce, použitá terminologie a odborná jazyková úroveň The thesis is logically structured and written in generally good  English. B
Práce s informačními zdroji The author works with relevant academic literature and appropriate theoretical sources related to gamification, motivation and user-generated content. B

Grade proposed by reviewer: A

Responsibility: Mgr. et Mgr. Hana Odstrčilová