This article 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 the sentiment analysis (SA) 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 SA 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 SA of their opinions.

本文旨在探讨服务和高等教育环境中的游戏化工具及其在创造学生参与度方面的作用。本研究采用基于准实验设计的定性方法。整个学期中，来自高等教育机构的参与者将参加游戏化活动。研究人员使用基于文本挖掘方法的情感分析（SA）技术来分析数据。调查结果表明，参与者认为服务设置中的游戏化是一种有用的工具。全球SA显示出对游戏化方法的积极情绪，这有助于增加参与者的参与度。这项研究的新颖性来自于通过SA的观点来衡量游戏化活动对学生参与度的影响的准实验研究。