13.10.2025
On September 29, 2025, the Faculty of Economics and Business Administration at Sofia University “St. Kliment Ohridski” hosted a round table discussion on “Gamification in University Education”. The forum brought together faculty members, doctoral students, and students to explore current research and practical solutions related to gamification as a tool for increasing motivation and enhancing the effectiveness of learning.
The event was opened by the leaders of scientific projects, who emphasized the strategic role of gamification in the context of Education 4.0 and Industry 5.0. In her keynote presentation, Assoc. Prof. Gergana Farkova introduced the project “Enhancing the Effectiveness of Foreign Language Learning and Student Motivation through Gamification as an Innovative Instrument in Education 4.0.”. She highlighted the importance of emotional engagement and the cycle “effort – achievement – recognition – new challenge” as a core mechanism that turns learning into an experience.
Prof. Tsvetan Davidkov presented the parallel project “Gamification in Education and the Workplace” stressing the applicability of game elements not only in academia but also in corporate environments. He outlined a vision for balancing the instrumental goals of education with the personal development of learners, as well as the need to establish sustainable models for knowledge transfer.
The central part of the round table focused on specific studies and shared experiences. Venche Mladenova demonstrated how digital tools such as Kahoot, Wordwall, ISLCollective, and Genially can foster positive attitudes among students, enable differentiated approaches, and improve the quality of language learning.
Gergana Boyanova presented the student perspective on gamification, examining the correlations between emotional attitudes and motivation. She showed that students perceive gamified activities as engaging and experiential when linked to real-life situations, while also warning that overuse could diminish their effectiveness.
A presentation by doctoral student Rumen Petkov drew particular interest. Together with co-authors, he applied the Octalysis framework and principles of behavioral psychology to marketing campaigns for fast-moving consumer goods in Bulgaria and Romania. Empirical data revealed that gamified strategies stimulate short-term sales growth, whereas classical psychological tactics—such as scarcity, social proof, and reciprocity—have more lasting effects. The best results, however, emerged from combining both approaches.
Doctoral student Teodor Daskalov addressed the topic of sustainable behavior toward water resources. He shared examples from the “Water Academy” educational program and gamified modules designed as simulations similar to the popular game SimCity. Findings indicated increased motivation, more effective knowledge acquisition, and stronger attitudes toward responsible water use.
In the concluding session, Senior Assistant Professor Aleksey Potebnya, Ph.D., presented the book “Gamification and the Psychology of Consumer Behavior” co-authored with Prof. Neviana Krasteva, D.Sc. The volume discusses the theoretical foundations of motivation—self-determination theory, the challenge effect, and social connectedness—and combines them with practical examples from education and marketing. It offers a systematic framework for applying game elements such as progress bars, badges, and certificates in university courses, stressing that gamification is primarily an educational strategy rather than mere entertainment.
The forum concluded with a lively discussion on the future directions for integrating game-based approaches into university curricula. Final remarks emphasized that gamification has the potential not only to make learning more engaging, but also to create a sustainable motivational environment for developing key competences in the digital era.
The round table was held within the framework of two projects funded by the SUMMIT – Sofia University Marker for Innovation and Technology Transfer initiative, supported by the European Union through NextGenerationEU. The first project, “Enhancing the Effectiveness of Foreign Language Learning and Student Motivation through Gamification as an Innovative Instrument in Education 4.0” is led by Assoc. Prof. Gergana Farkova-Angelova. The second project, “Gamification in Education and the Workplace”, led by Prof. Neviana Krasteva, D.Sc., explores the application of game mechanisms in both academic and corporate settings.