Study of Elements in Gamified Application Software-Examples from Starbucks

The general use of mobile devices and the popularity of application software (Apps) have made mobile Apps an important auxiliary tool in people’s lives. Gamification has become popular in life recently. This research is exploring how Apps design game mechanisms and add game elements to promote consumers’ consumption journey, increase consumers’ conversion rate at all stages, and enhance consumption motivation. The results show that the apps of Starbucks contain 11 game elements including beginner’s luck, random rewards, status point, achievement symbols, milestone unlocks, rightful heritage, evanescence opportunity, count down timer, exchangeable points, social treasure, humanity hero and water cooler satisfying the motivation of human.