Funmersive is a research project investigating how fun can be strategically applied in service design, learning solutions, and digital services to deepen customer and user engagement while driving corporate competitiveness and international growth.
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Funmersive defines "fun" as a broad phenomena that goes beyond entertainment to generate real, lasting value for both users and service providers by supporting long-term motivation, meaningfulness, and genuine commitment. It examines how fun is built across the entire customer journey, with particular focus on how playfulness and gamification can strengthen user experience across industries.
Drawing on expertise from business, education, game studies, psychology, and UX research, Funmersive aims to produce new knowledge on the link between fun, engagement, and service experience. Funmersive is a joint research effort by University of Turku, University of Jyväskylä and five corporate partners.
Funmersive aims turning "fun" from an elusive quality into a planned, measurable, strategic competitive advantage.
Involved in the project are Finnish companies operating in international markets, participating either with their own projects or as in-kind partners.
Funmersive is a consortium involving University of Turku and University of Jyväskylä. The project is a multidisciplinary and cross-industry business collaboration network, jointly managed by University of Turku's Centre for Collaborative Research CCR and University of Jyväskylä. The research combines expertise in business, education, game research, psychology and user experience research.
