Abstract
Gamification has become an integral part of modern life, deeply intertwined with advancing technology and digitalization, impacting various user activities. The rising prominence of the Metaverse has ushered in a new era of immersive online interactions, where users can meet, collaborate, and engage for various social purposes. Building on the Cognitive Evaluation theory, this study explores how gamification affects user engagement in the Metaverse, a relatively under-researched area. The research employs a mixed-method approach, gathering data through focus groups, interviews, and surveys with students and educators in UK higher education. The aim is to contribute to academia and the education industry, addressing a gap in the current literature. This study reveals the crucial role of gamification mechanics in shaping intrinsic motivation, fulfilling user needs, and enhancing engagement.