FUNMERSIVE – Transformative and scalable customer engagement through immersive fun

The Funmersive research project studies new scientifically grounded entertainment and learning service design solutions in creative industries in which fun functions as a central factor in enhancing user experience. Current digital services are insufficient in meeting customers’ diverse needs, and superficially entertaining solutions may lead to short-term and fragmented user behavior. The project is based on the premise that genuinely fun experiences can foster intrinsic motivation, meaningfulness, and long-term customer engagement. Funmersive takes fun seriously: it is seen as having a positive impact not only on deep customer experience but also on learning, well-being, and brand loyalty. The consortium consists of two universities (University of Turku and University of Jyväskylä) and five companies (MinnaLearn, Rockway, Lentävä Liitutaulu/Seppo, Eduten, and LeanLab), all of which contribute to the joint Funmersive research through their respective RDI (research, development, and innovation) projects. The research is carried out in close collaboration with these companies in diverse contexts such as educational and entertainment services. Funmersive generates new knowledge on the mechanisms and effectiveness of fun, supporting the design of services that are impactful, engaging, and internationally competitive.

The University of Jyväskylä serves as a key research partner in the Funmersive project, leveraging its multidisciplinary expertise in game studies, the psychology of media and music, educational sciences, and human-technology interaction. The Jyväskylä research team focuses specifically on aspects of experiential and pedagogical design in the context of playfulness and learning.