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Improving paid microtasks through gamification and adaptive furtherance incentives

Feyisetan, Oluwaseyi, Simperl, Elena, Van Kleek, Max and Shadbolt, Nigel (2015) Improving paid microtasks through gamification and adaptive furtherance incentives In WWW 2015 Conference Proceedings. ACM., pp. 333-343.

Record type: Conference or Workshop Item (Paper)

Abstract

Crowdsourcing via paid microtasks has been successfully applied in a plethora of domains and tasks. Previous efforts for making such crowdsourcing more effective have considered aspects as diverse as task and workflow design, spam detection, quality control, and pricing models. Our work expands upon such efforts by examining the potential of adding gamification to microtask interfaces as a means of improving both worker engagement and effectiveness. We run a series of experiments in image labeling, one of the most common use cases for microtask crowdsourcing, and analyse worker behavior in terms of number of images completed, quality of annotations compared against a gold standard, and response to financial and game-specific rewards. Each experiment studies these parameters in two settings: one based on a state-of-the-art, non-gamified task on CrowdFlower and another one using an alternative interface incorporating several game elements. Our findings show that gamification leads to better accuracy and lower costs than conventional approaches that use only monetary incentives. In addition, it seems to make paid microtask work more rewarding and engaging, especially when sociality features are introduced. Following these initial insights, we define a predictive model for estimating the most appropriate incentives for individual workers, based on their previous contributions. This allows us to build a personalised game experience, with gains seen on the volume and quality of work completed.

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More information

Accepted/In Press date: 17 January 2015
Published date: 2015
Venue - Dates: 24th International Conference on World Wide Web, Florence, Italy, 2015-05-18 - 2015-05-22
Keywords: crowdsourcing, gamification, incentives engineering, microtasks
Organisations: Web & Internet Science

Identifiers

Local EPrints ID: 385885
URI: http://eprints.soton.ac.uk/id/eprint/385885
ISBN: 978-1-4503-3469-3
PURE UUID: 8be04d14-e085-4b42-95dc-3d1879ff9dd1
ORCID for Elena Simperl: ORCID iD orcid.org/0000-0003-1722-947X

Catalogue record

Date deposited: 28 Jan 2016 13:58
Last modified: 17 Jul 2017 13:24

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Contributors

Author: Oluwaseyi Feyisetan
Author: Elena Simperl ORCID iD
Author: Max Van Kleek
Author: Nigel Shadbolt

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