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http://dx.doi.org/10.14400/JDC.2020.18.2.395

Case Study on Using Gamification as an Effective Marketing Strategy  

Doo, Kyungil (Dept. of Digital Contents Creation, Semyung University)
Publication Information
Journal of Digital Convergence / v.18, no.2, 2020 , pp. 395-401 More about this Journal
Abstract
With the popularization of smartphones and the development of digital technologies, new concepts that maximize interactive communication have begun to appear in marketing strategies. One of them is the gamification marketing strategy that combines games with marketing that induces customer interest and voluntary participation. Gamification is a compound word of 'game' and '-fication', and marketing cases using game formats are being implemented in various fields. Therefore, this study will identify the implications of the usage of gamification that has become a trend, and analyze the gamification techniques and factors shown in various cases to suggest the direction of gamification as an effective marketing strategy. Companies are actively using gamification in their marketing strategies in a variety of forms and apply gamification techniques such as challenge, competition, accomplishment, reward, and relationship. As a result of the case analysis, important factors commonly identified in the gamification techniques used in marketing are 'Accomplishment' and 'Rreward'. Using various products and benefits obtained through solving a given mission or task as game elements, it was found to be an effective strategy to induce consumers' interest and participation and to promote consumption by encouraging consumers' immersion.
Keywords
Gamification; Marketing strategy; Reward; Accomplishment; AR;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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