Gamification: A Practitioner’s Case in Building Brands

Technological advancement and the increasing need for consumer engagement have brought a new trend in advertising and marketing – gamification. The stimulating and interactive nature of mobile games and possible game-style rewards allow marketers to promote their brands innovatively. This paper aims...

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Bibliographic Details
Published in:Journal of marketing development and competitiveness 2023-10, Vol.17 (3), p.82-89
Main Authors: Tian, Vane-Ing, Wong, Oi Yee Katherine, Hung, Tak Hung Barry
Format: Article
Language:English
Subjects:
Computer & video games
Marketing
Social networks
Television programs
Online Access:Get full text
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Summary:Technological advancement and the increasing need for consumer engagement have brought a new trend in advertising and marketing – gamification. The stimulating and interactive nature of mobile games and possible game-style rewards allow marketers to promote their brands innovatively. This paper aims to contribute to the research on gamification in marketing, focusing on how the in-game presence of branding affects brand recall, brand recognition, and product sales. The data are collected from a practitioner and a real mobile game developed specifically for a grocery retail chain with around 2,000 stores in Thailand. The paired t-test results show that advergame product placement significantly increases brand recognition and recall.
ISSN:2155-2843
2155-2843
DOI:10.33423/jmdc.v17i3.6482