Auni Suhailah Hasbullah2025-11-252025-11-252025https://studentrepo.iium.edu.my/handle/123456789/33640In recent years, gamification has emerged as a transformative approach to enhance learning experiences in the educational landscape, specifically in the IIUM entrepreneurship course. By integrating game design elements into educational environments, gamification seeks to boost engagement, motivation, and knowledge retention among students. This innovative strategy has shown immense potential in addressing traditional educational challenges, fostering a dynamic and interactive learning atmosphere in classroom learning. Hence, the objective of this research is to investigate the constraints of gamification adoption, identify the strategies needed to incorporate gamification into the entrepreneurship course, and examine the types of social interactions that exist through gamification. Grounded in Goffman’s Frame Analysis Theory, this research aims to examine the dynamics and collective experiences of teaching and learning. The theory provides a lens to understand how educators and students respond towards and interpret the gamification system, framing their actions and communication patterns within the rules and rewards of the gamified system, how individuals portray their interactions within the gamified environments. This study employed qualitative methods such as in-depth interviews, focus-group discussions and participant observation for data collection. Nineteen interviewees were recruited using purposive sampling for this study. The findings revealed three themes: 1. adoption dilemma towards gamified learning system, 2. gamification incorporation strategies, and 3. interactional mechanisms in gamified environments. Based on the findings, it can be concluded that gamification incorporation strategies can effectively enhance learning by combining game design, thoughtful implementation, and aligning these game elements with educational objectives. In addition, key barriers that hinder gamification adoption include resource constraints, varying levels of adaptability among educators and students, and technological challenges. Finally, the interactional mechanisms of cooperation, exchange, and competition were identified during gamified environments. Therefore, the implementation of gamification in today's educational system is essential, as this study proves that gamification could enhance the teaching and learning process of educators and students.enOwned By StudentEntrepreneurship -- Study and teaching (Higher) -- MalaysiaEducational games -- Social aspectsMaster Theses