Gamification applied in affiliate marketing. Case study of 2Parale
Adrian Vicenţiu Salcu and
Carmen Acatrinei (Pantea)
Additional contact information
Adrian Vicenţiu Salcu: The Bucharest University of Economic Studies, Romania
Management & Marketing, 2013, vol. 8, issue 4
This paper is centered upon the application of gamification in an affiliate network present on the Romanian market. The first part covers the definition of gamification and basic theoretical aspects related, such as gamification elements and the pyramid, the D6 Design Framework, as well as possible environments where gamification can be applied and the design process behind it. The research focuses on the case study of 2Parale.ro, the affiliate network which has developed gamified campaigns and had outstanding results. There were employed game elements to boost both the affiliates and the advertisers' engagement, to generate more leads and increase sales. Three campaigns are analyzed by taking into account the game elements introduced in each campaign, assessing the value that the newly introduced elements had and how they affected the reaction and engagement of the affiliates, the last campaign managing to sell in one day more than the first two combined. Finally, there are presented the elements from the gamification pyramid employed, the results obtained and some conclusions are drawn based on which we offer some recommendations for future development of gamification applied in the selected business.
Keywords: gamification; affiliate marketing; gamification elements; D6 gamification design framework; 2Parale challenges. (search for similar items in EconPapers)
References: View complete reference list from CitEc
Citations Track citations by RSS feed
Downloads: (external link)
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: http://EconPapers.repec.org/RePEc:eph:journl:v:8:y:2013:i:4:n:12
Access Statistics for this article
Management & Marketing is currently edited by Constantin Bratianu
More articles in Management & Marketing from Economic Publishing House
Series data maintained by Simona Vasilache ().