Gamification Strategies

Klaus Solberg Söilen
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Klaus Solberg Söilen: Halmstad University

Chapter 27 in Digital Marketing, 2024, pp 283-290 from Springer

Abstract: Abstract Gamification involves incorporating game elements into non-game contexts to boost engagement and motivation. It uses techniques like points, badges, leaderboards, and levels to enhance user experiences in applications, online communities, and other platforms. Originating in 2002, gamification has been increasingly adopted by companies to drive customer engagement and improve ROI. Key psychological principles, such as B.J. Fogg’s Behavior Model, explain its effectiveness by focusing on motivation, ability, and triggers. Gamification is used in diverse areas including education, corporate training, health, marketing, and sustainability, enhancing user experience and data collection. Despite its benefits, gamification faces challenges like potential predictability and misalignment with intrinsic motivations. Future advancements in AI, VR, and AR promise more personalized and immersive experiences. Effective gamification strategies, like those used by our fictive example company, HeritageStride, can significantly enhance customer engagement and loyalty.

Date: 2024
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DOI: 10.1007/978-3-031-69518-6_27

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