Application of gamification as a driver for better business performances: case of Grouper

Nina Angelovska () and Sasho Josimovski
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Nina Angelovska: Macedonian E-commerce Association, Skopje, North Macedonia
Sasho Josimovski: Faculty of Economics, University “Ss. Cyril and Methodius”, Skopje, North Macedonia

Interdisciplinary Description of Complex Systems - scientific journal, 2021, vol. 19, issue 1, 132-145

Abstract: Gamification appeared in the realm of marketing and became popular after 2010. The use of gaming applications has become a significant trend in the business world, as an opportunity for alternative interaction with users, particularly applicable in e-commerce. The goal of this study is to examine the effects of using gamification on increasing the customer database and sales or identifying the ability of gamification in turning visitors to users and users to customers, as well as the effects on event promotion and awareness. The research instrument used in this study to develop the game “Birthday slot machine” is the D6 design framework for gamification. Data used in this study is collected for a period of 15 days when the game was implemented, starting January 15 to January 30, 2014, from Grouper’s customer and sales database. Descriptive analysis and T-test are used to analyze the effects of gamification application. The findings showed that the application of a well-structured game was effective, resulting in an increase in the number of new customers during the game by 318 %, an increase in monthly sales by 45 %, and well-created awareness for the company and event that was promoted.

Keywords: gamification; e-commerce; group buying; 6D framework; North Macedonia (search for similar items in EconPapers)
JEL-codes: M39 (search for similar items in EconPapers)
Date: 2021
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