The Role that Gaming Features Play in Increasing Viewer Engagement in the Field of Digital Marketing

Udgam Mishra, Uttam Mishra (), Keshav Prasad Gadtaula and Achyut Gyawali
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Udgam Mishra: Tribhuvan University
Uttam Mishra: Purbanchal University
Keshav Prasad Gadtaula: Tribhuvan University
Achyut Gyawali: Tribhuvan University

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 193-214 from Springer

Abstract: Abstract This chapter explores how digital marketing experiences become more engaging by incorporating gaming elements that offer points, challenges, and rewards. The current digital landscape makes it challenging for traditional marketing methods to capture consumers’ attention. Issues in modern marketing can be addressed through gamification, which blends various game elements with non-game experiences to foster interactive engagement. This section describes how psychological concepts meet social needs and achievements in successful gamification. The global brands Starbucks, Duolingo, and Nike use gamification methods to establish relationships with consumers for improved selling to active audiences. This research considers recent AI and AR innovations that enable brands to produce interactive experiences that are addressed to users. AI programs design tailored challenges around user profiles, and AR allows borderlessness between digital data and physical space. Ethical gamification deployment entails overcoming traps such as audience weariness, as well as accessibility and ethical issues with data security and excessive rewarding. Marketers can use gamification to build long-term relationships with consumers by balancing creativity with ethical practice. This leads to practical recommendations for developing inclusive marketing tactics, avoiding fraud, and adapting to trends. In doing so, it allows brands to be differentiated within competitive markets and builds meaningful connections with target consumers.

Keywords: Gamification; Digital marketing; Viewer engagement; Psychological motivators; Emerging technologies; Consumer behaviour (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-7809-2_12

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