Game Mechanics on Social Live Streaming Service Websites

Abstract

Social live streaming services (SLSSs) are a worldwide rapidly growing kind of synchronous social networking services. Most of the SLSSs are highly gamified to increase the users’ engagement and to change their behavior, what consequently drives users to continue the usage of a service. This study examined 21 different SLSS websites on what gamification elements are used in each system. A literature review as well as a content analysis were conducted to gather the SLSS websites as well as game elements. Which gamification elements are implemented on social live streaming service websites? And, how many game mechanics can we find on each SLSS? Nearly every SLSS offers the opportunity to follow users and their activities, leaderboards to compare one’s ability and performance with other streamers, and gifts to reward others. SLSSs websites with the top browsing location China are the most gamified.