Gamification in Marketing: How Games Help to Engage Consumers

Natalia Maehle, Bergen University College, Norway
With diminishing effectiveness of traditional marketing, there is a growing need for innovative marketing approaches to get consumers engaged with brands. The goal of the current study is to explore how companies can employ gamification (i.e., the use of game elements and game design) for addressing different marketing challenges.
[ to cite ]:
Natalia Maehle (2015) ,"Gamification in Marketing: How Games Help to Engage Consumers", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 798-798.