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http://dx.doi.org/10.7583/JKGS.2016.16.5.45

A Case study of "Branded Contents" applied Gamification concepts  

Na, Ji Young (Dept. of Content Convergence, Ewha Womans University)
Park, Young Il (Dept. of Content Convergence, Ewha Womans University)
Kim, Hye Bin (Dept. of Content Convergence, Ewha Womans University)
Publication Information
Journal of Korea Game Society / v.16, no.5, 2016 , pp. 45-56 More about this Journal
Abstract
This paper researches on the cases wherein the concept of gamification is applied to branded content. Gamification is the application of game elements to non-game fields, and it is being actively utilized in the areas of education, marketing, medical, sports, and shopping. Especially, the concept of gamification is applied to branded content and wherein marketing (advertisements) are expanded into entertainment content. This paper studies the methods on how the concept of gamification affects marketing, and application in the expansion of branded content into entertainment content. To achieve this, this paper looked into the concepts and characteristics of gamification and branded content, and analyzed the methods on how the elements of game (goal, competition, feedback, reward) were applied to five kinds of real cases. Finally, this paper verified that gamification is an efficient method of extending branded content into entertainment content.
Keywords
Gamification; Branded Contents;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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