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OA represents an alternative model for publishing research articles, diverging from the traditional subscription-based model. While positive developments have been observed, obstacles for OA remain, including elevated publication costs and the imperative to publish at the highest level in the scholarly community with a significant impact. To overcome these obstacles, it may be beneficial to consider using non-monetary incentives, such as gamification, to promote OA publishing. To address this challenge, an experimental study employing a conjoint analysis has been conducted to investigate the impact of various gamification options on researchers' publishing behavior. The study utilized a sample of\n                    <jats:italic>N<\/jats:italic>\n                    \u2009=\u2009356 subjects. The results demonstrate that the Journal Impact Factor (JIF) is a dominant criterion for determining where to publish. However, gamification, particularly in the form of badges associated with an article, can also significantly influence journal selection and support OA. 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