IRGA 2023 - CREAGAME

Creativity is a prerequisite for innovation, which is fueled by both new ideas and technological developments. However, business management methods do not always encourage creativity, and creativity techniques require a significant investment in terms of time and mental effort. Gamification involves applying the playful principles of games to a wide range of fields. Some studies have shown that incorporating playful activities—such as serious games (Agogué et al., 2015), game scenarios (Kangas, 2010), role-playing games (Karwowski and Soszynski, 2008), and films (Loveless et al., 2006), fosters creativity. However, to the best of our knowledge, no research has clearly explained how to use game mechanics to enhance performance in the creative process.

The scientific goal of the project is therefore to better understand the effects of play on individuals’ creativity. The research questions are as follows:

Which elements of the game most encourage creativity?

Through what mechanisms (or mediators) does play help enhance individuals’ creative performance during a creativity session?

How does intrinsic motivation moderate the effects of play on creativity?

To examine the effects of play on creativity, we propose a research program based on a theoretical framework that leads to hypotheses to be tested through two studies: (1) one focused on how to link play to individuals’ creative activity itself, and (2) the other analyzing the effects of play characteristics on creativity.

The first study is based on an online experimental protocol designed to test the effect of a session involving continuous (vs. discontinuous) immersion in a game—with breaks between gaming and creative activities—on participants’ creativity. It will also examine the moderating effect of motivation on the effect of immersion and compare these findings to a creative session without a game.

The second study, based on data collected during a series of in-person creative gaming sessions, seeks to understand how participants’ perceptions of a game’s collaborative and competitive features influence their creativity.

This research will be conducted by a team of three people over three years: a doctoral student, her co-advisor, and her thesis co-supervisor. It will result in at least three papers in internationally ranked journals, as well as popular science articles and videos published by Xerfi and FNEGE Media. It will also result in a design guide for developing games that best stimulate the creativity of participants in a creative session. The guide will be presented in a workshop at Crea France and Crea Conférence, two events that bring together French and European innovation and creativity consultants.