(Видавництво ОНТУ, 2024) Andreiev, A. S.; Sotnik, S. V.
The article explores integration of computer game elements into Web design, focusing on impact of gamification on user experience and engagement. Key aspects such as advantages and challenges of this innovative approach are examined. Particular attention is paid to processes of implementing game mechanics and dynamics in Web interfaces, which aim to enhance user interaction and information retention. Analysis of user behavior in gamified Web environments demonstrates how adaptive design can improve overall Website effectiveness. The results of study confirm relevance of gamification in various digital contexts, emphasizing its importance in meeting evolving expectations of modern users. The identified benefits and potential drawbacks of gamification in Web design provide insights for optimizing user interfaces, potentially increasing user satisfaction and loyalty. These findings also serve as foundation for further research in field of user-centered design, ensuring competitiveness in rapidly evolving digital landscape. The study highlights need for balanced approach to gamification, considering ethical implications and accessibility concerns, to create Web experiences that are both engaging and inclusive.