Through the “Prepare. To. Gamify! Ecosystem Building” (P.T.G!) project, we have identified how digital gamified solutions can enhance engagement and skills among young adults in the regions of North Savo (Finland), Västerbotten (Sweden), and the West of Ireland. The theme is crucial for retaining talent through stimulating and sustaining a thriving gamification and game development ecosystem in these regions. As a preparation project, P.T.G! has validated that the potential benefits of continuing to focus on the youth demographic in those regions enhance their well-being and increase the likelihood that they remain in or return to the area. During P.T.G!, the project team extensively engaged with stakeholders, shared experiences and good practices, and co-learned together with project partners and stakeholders.

Local and Regional Growth to Improve Residents’ Quality of Life

“Prepare. To. Gamify!” is an Interreg Northern Periphery and Arctic (NPA) initiative running from the beginning of December 2023 to the end of November 2024. The North Savo, Västerbotten, and the West of Ireland regions are represented by the project partners Savonia University of Applied Sciences (Finland), Mind Detonator (Sweden), Region Västerbotten (Sweden), and Ardán (Ireland). P.T.G! aims to map current utilization and implementation of gamification in these regions as well as explore ways to apply the game industry’s methodologies beyond just gaming, for example in education and health.

By analyzing existing methods within innovative ecosystems and resources targeting young adults, we strive to identify the best practices, needs, and challenges within these areas. This lays the groundwork for developing tailored solutions that can increase engagement and learning in local communities, as well as strengthen cross-border collaboration. Sharing experiences and insights among regions can promote innovation and contribute to a more inclusive and impactful use of gamification. That in turn can have positive effects on both the economy and community. By establishing a solid foundation for future utilization and uptake of digital gamified solutions in these regions, P.T.G! can support local and regional growth as well as enhance the quality of life for the residents.

Project Partners & Supportive Entities

Through our stakeholder engagement, we have discussed with municipalities facing challenges such as significant emigration. We heard that there should be a continued focus on building attractive place-based communities, investing in culture, and establishing safe physical and digital meeting places. Simply having like-minded friends and networks online does not resolve all issues; there is a need to develop and align regional policies that better understand the effects of digitalization and create attractive international cooperation platforms for societal and economic issues. Young adults today are already connected with the entire world, for instance, through online games, social media, and how they consume film, music, and buy second-hand clothing. Many have a lasting social and economic profile online, which raises the question of how this can benefit the future of the entire region and not just major cities. Where can people meet physically where they live? Even without people available to connect with, maintaining physical social interactions is essential for well-being, which has been confirmed.

A Generation of Young Adults Expecting Quality Digital Solutions Regardless of Location

P.T.G!’s basis for the feasibility study was that today young adults live in a reality where they expect information to be well-packaged, even outside of the game world, irrespective of geographical location. There should be no difference in digital solutions available between rural and urban areas, as these individuals have grown up in a time where they can quickly see what others can do in various parts of their country and the world within seconds. Furthermore, our study included posing questions to the stakeholder groups about the potential use of digital gamified solutions in various sectors. We also evaluated gamification’s ability to promote inclusion and engagement at multiple societal levels, as it caters to different learning styles and motivational factors. To ensure the stakeholders and end users’ voices were heard, we conducted a survey and deeper interviews.

Key Examples

Education

By integrating gamification principles, a more interactive and stimulating environment is created, making learning more pedagogical and attractive. For example, in schools gamification can enhance student engagement by turning traditional lessons into interactive activities that promote both knowledge acquisition and collaboration. For channels designed to engage society, gamified platforms can involve citizens in issues concerning their local community in a way that is both informative and enjoyable.

Motivational Enhancement & Rewards

Within organizations, utilizing gamified elements in operations can improve employee motivation and productivity by setting goals and rewards that make work more fulfilling. In healthcare, solutions that integrate gamification can assist patients in adhering to treatments or rehabilitation programs by offering rewards for progress, thus increasing compliance. In sports and fitness, gamified apps and platforms can motivate individuals to achieve their goals through competitions, achievements, and social interactions.

For young adults accustomed to interacting and receiving information via games and digital platforms, gamified methods feel more natural and effective. By leveraging proven methods from the game world, we can create more inclusive and impactful learning experiences across sectors. This demographic expects learning to be dynamic and engaging, akin to their experiences across digital platforms. Furthermore, gamification is beneficial for additional stakeholder demographics in sparsely populated areas, such as the elderly living alone, by providing a simpler and more motivating way to access the latest information, contributing to lifelong learning.

Next Steps

P.T.G!’s activities also included preparing a main project based on P.T.G!’s results to continue the successful work. Through stakeholder engagement during P.T.G!, the consortium building activities resulted in successfully expanding the committed partners, including Humak University of Applied Sciences (Finland), the University of Iceland, and the Government of Greenland alongside the original P.T.G! project partners and 11 Associated Partners. The main project application, “Innovation Through Gamification Solutions” (InnoGS), is currently under review by Interreg NPA’s Monitoring Committee, with plans to start in March 2025 and run until the end of February 2028. Interested stakeholders and collaborators from the partner countries—Finland, Sweden, Ireland, Iceland, and Greenland— are welcome to join the project. We are also open to collaboration with other rural areas that may be interested in the project.

Read more about P.T.G! -project here: www.interreg-npa.eu/projects/ptg

Authors:

Jenny Ferry, Innovation Leader, Region Västerbotten, jenny.ferry@regionvasterbotten.se

Kalle Sievänen, Project Manager, Prepare. To. Gamify! Ecosystem Building -project, Sustainable Societies’ research field, Savonia UAS, kalle.sievanen@savonia.fi

Editors:

John Crowley, Games Projects Coordinator, Ardán, john@ardan.ie

Bailey Lähdesmäki, RDI Expert, Sustainable Societies’ research field, Savonia UAS, bailey.lahdesmaki@savonia.fi

The article’s title image was created using the Midjourney image generator and Photoshop.