Gamblification is the intentional inclusion of gambling or gambling-related content into settings where it is not naturally present. This article outlines a conceptual framework for identifying and evaluating components of gamblified experiences. The authors identified concepts that represent gamblified experiences through a review of research studies. The authors identified five core concepts of gamblified experiences. Each concept comprises 5 to 6 components. The concepts include interactive context; ethical concerns; representational characteristics; gratification of gambling motivations; and gambling mechanics. The authors described how this framework can be used. The first stage is to investigate gamblified services/products through a qualitative assessment. In this stage, different components of gamblification are identified and described. The second stage is a quantitative evaluation of the gamblified services/products. The authors applied this framework to the case of WayBetter, which is an online behavioural change service dedicated to health and wellness.
