Abstract

Digital technologies have changed cultural production and consumption, making gamified apps important cultural artifacts. Despite their global reach, little is known about how cultural differences affect system design and user experience. Research has mostly ignored cross-cultural user interactions. We use Hofstede's cultural dimensions to analyze cross-cultural gamification to fill this knowledge gap. Our study shows that cultural differences considerably affect user engagement and gamified system effectiveness. In one culture, motivational affordances may work, but not another. We share case studies showing how culturally adaptive design improves user experiences. Our findings show that cultural sensitivity in design makes gamified apps more inclusive and effective. This has major ramifications for designers and researchers trying to maximize gamification tactics across cultures.