Virtues in Gamified Systems: Exploring Virtue Ethics in Cross-Cultural Adaptive Gamification

Though interest in philosophy within Interaction Design (IxD) has grown, few examples rely on virtue ethics as a guiding framework. This paper explores how virtue ethics, with its focus on character and human flourishing, can inform the design of gamified systems. Drawing on Nussbaum’s account of non-relative virtues, it shows how these can be utilized to shape experiences that extend beyond motivation or efficiency and instead contribute to well-being across diverse cultural contexts. Two contributions are made. First, a conceptual grounding is provided by mapping Nussbaum’s seven domains—mortality, the body, pleasure and pain, cognition, early development, affiliation, and humour—onto gamification design goals. Second, the paper proposes a set of practical, virtue-based questions that can be used in user testing, enabling designers to assess whether gamified systems support flourishing in meaningful ways. The role of adaptive AI is also emphasized as a mediator between universal virtues and cultural particularities, tailoring feedback and challenges to individual and social needs. In doing so, it positions virtue ethics as a bridge between universal values and local cultural practices, highlighting adaptive AI’s potential role in mediating this relationship. By situating gamification within virtue ethics, the paper aims to reorientate IxD from short-term engagement metrics toward the broader, long-term goal of designing for human flourishing.