Playing (with) Sustainability: A Multi-purpose Gamification Case

The paper analyzes the Gamindo case study, a multi-sided digital platform that offers gamified services to answer the needs of three different categories of actors: firms, non-profit organizations, and gamers. The analysis focuses on the interdependencies between actors/stakeholders on an intermediary digital platform which acts as a focal firm in the digital business ecosystem. The paper adopts a qualitative methodology to analyze a four-year longitudinal case study of an Italian startup. Together with direct observation and participation in the development of the startup ecosystem in its early stages, the authors collected secondary data, interviews and organized several focus groups. In the rapidly evolving context represented by the game industry, the selected case study highlights the growth of a highly innovative digital platform ecosystem combining new mutual relationships between actors in a market. The Gamindo ecosystem can be seen as a catalyst for purpose-driven complementary actors willing to address the challenges of sustainability resulting in positive externalities for the environment and society as a whole. The paper theoretically contributes to the rapidly growing body of literature investigating both gamification for business and business ecosystems. It also contributes to existing CSR literature by providing new insights on how intermediary platforms may play a role in the spread of the innovative practices connected with sustainability outcomes. The practical implications of the paper demonstrate how purposed-advergames can be used by firms to develop CSR activities; how non-profit organizations might raise money from networking externalities and the involvement of gamers/donators; and how Gamindo orchestrates a multi-purposed game ecosystem.