This paper aims to explore gamification tools in services and higher education environments and their role in creating student engagement. The research adopts a qualitative method based on quasi-experimental design. Participants from a higher education institution are exposed to gamification activities during a full semester. Researchers use sentiment analysis technique based on a text-mining approach to analyse the data. Findings reveal that participants perceive gamification in service settings as a useful tool. The global sentiment analysis reveals a positive sentiment about the gamification approach that contributes to increasing participants’ engagement. This study’s novelty arises from quasi-experimental research to measure gamification activities’ impact on students’ engagement, measured through sentiment analysis of their opinions.

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Engagement behaviors,Gamification,Gamification-based tools,Kahoots!,student engagement

• Economia e Gestão - Ciências Sociais