mplementing gamification is a great way to increase user engagement in software applications. For this reason, gamification and its effects have been the subject of many studies. Nevertheless, the long-term effect of gamification and its relationship with users’ engagement, demography, and behavior was less studied in the literature. In this article, we aim to fill this gap by looking at the long-term effects of gamification on social network users. This study investigates how many social network users who used gamification continue using it after five years by checking the status of a fun button on a social network. Our findings suggest a statistically significant negative relationship between the user age group and using gamification in the long term. Younger people are more likely to keep using gamification for a long period than older people. Moreover, most women might give up on gamification in the long run, while fewer men will do that in the same situation. Also, a weak negative relationship exists between users’ education level and their long-term use of gamification. Users with a high level of education are less likely to keep up with gamification for a long time. In addition, users who used personalized gamification had more user engagement than regular gamification users. Besides, in the long run, regular gamification users who turned the fun button off had more engagement with the application than those who kept using gamification. While in personalized gamification, users who kept their gamification on had more engagement with the application.

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Gamification,Social network,Long-term,User engagement,User behavior,Personalized gamification