Several research studies have been showing that personalized gameful solutions can lead to higher engagement and performance. However, personalized gameful design faces two challenges: deciding how to select game elements and activities that are appealing to different users, and deciding how to adapt the experience to each user. In this talk, Gustavo reports on the latest research and his own experience designing personalized gameful solutions. To solve the first challenge (design), he will show how to use the classification of gameful design elements, the gameful design heuristics, and the user types models to create solutions that are appealing to different users. For the second challenge (adaptation), he will discuss strategies for customization (letting the user adjust their experience at will) or personalization (having the system automatically learn about the user and make adjustments).

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