Measure gameful experience separately from task achievement.
Limited evidenceSupporting studies exist, but they are few and conditions matter.
Example
Editorial example: complement quiz completion with questions about enjoyment and perceived control.
Why it works
GAMEX assesses enjoyment, absorption, creative thinking, activation, absence of negative affect and dominance. Dwell time alone cannot separate engagement from confusion.
On the web
Check original items and scoring alongside outcome metrics. A shortened custom questionnaire is not a validated GAMEX score.
When it backfires
Scale validity does not establish conversion effects. Include nonresponse and dropout by people who did not enjoy the experience.
Sources
Constructs and validates a multidimensional measure of gameful experience.
Eppmann, R., Bekk, M., & Klein, K. (2018). Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX]. Journal of Interactive Marketing, 43, 98–115. Open source