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IDENTIFYING AND EVALUATING GAMBLIFIED EXPERIENCES AMONG HIGGS DOMINO ISLAND USERS IN MAKASSAR CITY

Muhammad Akhsan Syamsuddin, Mardi Adi Armin, Andi Faisal

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Abstract:

The term gamblification has recently become increasingly popular in studies of gambling, video games, and online media. Gamblification is often represented as the convergence of game play and gambling. Higgs Domino Island is an online gaming application that applies the concept of gamblification by bringing gambling experience into its product services. Currently, Higgs domino island is very widely played by people in Makassar City. This study aims to identify and evaluate the five concepts of gamblified experiences felt by users of the Higgs domino Island online game in Makassar City. This research uses a conceptual framework developed by Josep Macey, Juho Hamari, and Martin Adam to identify and evaluate gamblified experiences. The method used in this research is a mixed method through two stages, namely with a qualitative approach and a quantitative approach. The results of research with a qualitative approach illustrate that people in Makassar City experience gambling experiences on five concepts of gamblified experience applied in Higgs Domino Island. The results of the qualitative approach show that of the five core concepts of gamblified experiences, only the concept of ethical concern does not have a balanced proportion in each component. In conclusion, users of Higgs Domino Island in Makassar city feel the experience of playing gambling based on the five concepts of gamblified experiences. However, from the results shown in the radar chart, Higgs Domino Island is still considered ethically unfavorable in its product services.

Keywords: Gamblification, Gamblified ecxperiences, online game, Convergence