Gamification in Marketing
DOI:
https://doi.org/10.51699/ajdes.v29i.684Keywords:
games, gamification, marketing, gamification marketingAbstract
Games have become favorite entertainment activity for many people worldwide. They are capable of engaging people by tapping into fan knowledge and offering some rewards. Gamification is a transformation of something into a game. It is a digital marketing term used to describe the action of applying techniques of game playing to non-gaming environments such as business, education, healthcare, marketing, etc. It is one of the most used strategies across the digital marketing industry. A main goal of gamification marketing is to increase customer interaction by offering rewards to participants. This paper provides an overview on gamification marketing with examples.
References
M. N. O. Sadiku, S.M. Musa, and R. Nelatury, ”Digital games,” International Journal of Research and Allied Sciences, vol. 1, no. 10, Dec. 2016, pp. 1,2.
B. Kim, “The popularity of Gamification in the mobile and social era,” Understanding Gamification, chapter 1 or Library Technology Report, vol. 51, no. 2, February-March 2015, pp. 1-10.
J. Dale Prince, “Gamification,” Journal of Electronic Resources in Medical Libraries, vol.10, no. 3, 2013, pp. 162-169.
K. Seaborn and D. I. Fels, “Gamification in theory and action: A survey,” International Journal of Human-Computer Studies, vol. 74, 2015, pp. 14–31.
V. V. Abraham, “Gamification: A digital marketing strategy in the beauty industry,” October 2020, https://www.linkedin.com/pulse/gamification-digital-marketing-strategy-beauty-industry-abraham
M. Pliszka, “Gamification in marketing,” September 2020, https://videommerce.com/blog/gamification-in-marketing/
K. Palka, “How to use gamification in your marketing strategy: Tips and advice,” January 2023, https://www.easypromosapp.com/blog/en/gamification-in-marketing-strategy/
J. Ventoniemi, “Try these 4 gamification marketing ideas to boost brand engagement,” https://www.giosg.com/blog/gamification-marketing-ideas
“What is gamification in marketing? - Gamification definition,” https://popupsmart.com/encyclopedia/what-is-gamification
S. Byne, “Everything you need to know about gamification marketing,” February 2022, https://www.bazaarvoice.com/blog/everything-you-need-to-know-about-gamification-marketing/
“The benefits of gamification for your marketing,” https://www.gamify.com/gamified-marketing/the-benefits-of-gamification-for-your-marketing
“What is gamification in marketing?” https://popupsmart.com/encyclopedia/what-is-gamification
D. Griffin and A. van der Meer, Press Start: Using Gamification to Power-Up Your Marketing. Bloomsbury Business, 2020.
T. Reiners and L. C. Wood (eds.), Gamification in Education and Business. Springer, 2015.
K. Duggan and K. Shoup, Business Gamification For Dummies. For Dummies, 2013.
Z. Chishti, Gamification Marketing for Dummies. For Dummies, 2020.
B. Adamou, Games and Gamification in Market Research: Increasing Consumer Engagement in Research for Business Success. Kogan Page, 2018.
