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Generation Y learners think and learn differently. They seek learning environments that are relaxed, flexible, interactive, and engaging. Gamification incorporates game mechanics to non-game contexts and has been found to motivate or incentivize students using rewards such as points, badges, and certificates. The purpose of this research is to investigate how utilizing gamification mechanics and customer engagement principles in college business courses can engage and foster learning among Generation Y students. Findings from this research suggest that using gamification techniques in the classroom can be an effective tool for enhancing student engagement and learning. Implications and future research are presented.


This article was published by IACBE, and is available at: