Gamification in Consumer Marketing - Future or Fallacy?

Garm Lucassen, Slinger Jansen
2014 Procedia - Social and Behavioral Sciences  
Academic literature examining the expected adoption rate of gamification in marketing campaigns is nonexistent. Peculiar, as gamification's primary goals perfectly align with three core-marketing concepts: engagement, brand loyalty and brand awareness. Marketing executives interviewed for this study agree that the potential impact is promising. As a consequence, we expect the adoption rate to accelerate in the near future. The knowledge contained in this paper facilitates marketing agencies in
more » ... aking a more informed decision on whether to enter the gamification market and provides directions for future academic research.
doi:10.1016/j.sbspro.2014.07.034 fatcat:4gfs3xmaobhqje4hsaoarlrcda