Brands Gamified: concept, applications and challenges
DOI:
https://doi.org/10.48165/gm.2021.1521Keywords:
Artificial intelligence, Gamification, Mobile Culture, Six Thinking Hats, Thematic analysis, Virtual RecreationAbstract
Purpose: This article aims to contribute to build an understanding of the new concept of gamification that has made a buzz for itself recently. Despite being a trendy research topic, it still lacks sufficient literature studies to understand this concept from all angles. . This article initially aims to provide an introduction to this trendy concept along with its applications and examples.Proposed Design/Methodology/Approach: Inspired from Dr. Edward de Bono’s, six thinking hats this article provides a new and detailed analysis of the gamification concept from different angles. 12 Qualitative interviews were put to thematic data analysis under Nvivo software for coming to the research findings that are very interesting and one of its kind. Findings: The findings of this study are very crucial for brands involved and interested in the business of gamification. From the positive and creative sides that this concept offers, this paper has also indicated the negatives, facts and figures, feelings aspect as well as the planning required for this concept. Practical/Theoretical implications: With many new trends emerging in the world of digital marketing over the past couple of years, gamification has created a buzz for itself. An innovative yet appealing tool to attract consumers towards brands and keep them emotionally involved, it has been increasingly used across different types of brands. Originality/value: A novel approach for understanding the brand gamification concept on 6thinking hats approach is presented in the study. This article provides a base for future studies from an empirical angle in this domain that has not been taken up in this particular study. Limitations: This paper used qualitative study and the quantitative study has not been addressed in this article.
Downloads
References
Aithal, P. S., & Kumar, P. M. (2017a). Ideal analysis for decision making in critical situations through six thinking hats method. International Journal of Applied Engineering and Management Letters (IJAEML),
(2), 1-9.
Aithal, P. S., & Kumar, P. M. (2017b). Lateral thinking in managerial decision making through six thinking hats technique. International Journal of Scientific Research and Modern Education (IJSRME), 2(1), 53-58.
Aithal, P. S., & Kumar, P. M. (2017c). Integrating theory a and six thinking hats technique for improved organizational performance. International Journal of Applied Engineering and Management Letters (IJAEML), 1(2), 66-77.
Benyon, D., Smyth, M., O’Neill, S., McCall, R., & Carroll, F. (2006). The place probe: Exploring a sense of place in real and virtual environments. Presence, 15(6), 668–687.
Bittner, J.V., & Shipper, J. (2014). Motivational effects and age differences of gamification in product advertising. Journal of Consumer Marketing, 31(5), 391-400.
Blohm, I., & Leimeister, J. M. (2013). Gamification. Business & information systems engineering, 5(4), 275-278.
Bryman, A. (2016). Social research methods. Oxford uni versity press.
Bunchball, I. (2010). Gamification 101: An introduction to the use of game dynamics to influence behavior. White paper, 9, 1-18.
Burke, B. (January 21, 2013). The Gamification of Business. Forbes. Retrieved July 28, 2021 from https:// www.forbes.com/sites/gartnergroup/2013/01/21/ the-gamification-of business/?sh=3cd1b85d4dc2
Conaway, R., & Garay, M. C. (2014). Gamification and service marketing. SpringerPlus, 3(1), 1-11.
De Bono, E. (2017). Six thinking hats. Penguin. Deterding, S. (2015). The lens of intrinsic skill atoms: A method for gameful design. Human– Computer Interaction, 30(3-4), 294-335.
Di, L. M. (2010). New method to measure end-to-end delay of virtual reality. Presence: Teleoperators and Virtual Environments, 19, 585–600.
Dodds, T. J., Mohler, B. J., & Bülthoff, H. H. (2011). Talk to the virtual hands: Self-animated avatars improve communication in head-mounted display virtual environments. PLoS One, 6(10), e25759.
Eppmann, R., Bekk, M., & Klein, K. (2018). Gameful expe rience in gamification: Construction and validation of a gameful experience scale [GAMEX]. Journal of Interactive Marketing, 43, 98-115.
Fijnheer, J. D., van Oostendorp, H., & Veltkamp, R. C. (2016, October). Gamification in a prototype household energy game. In Proceedings of the 10th European conference on games based learning (pp. 192-201).
Göçmen, Ö., & Coşkun, H. (2019). The effects of the six thinking hats and speed on creativity in brain storming. Thinking Skills and Creativity, 31, 284-295.
Hammedi, W., Leclerq, T., & Van Riel, A.C. R. (2017). The use of gamification mechanics to increase employee and user engagement in participative healthcare services: A study of two cases”, Journal of Service Management, 28(4), 640-661.
Harwood, T., & Garry, T. (2015). An investigation into gamification as a customer engagement experience environment. Journal of Services Marketing, 29(6/7), 533-546.
Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34, 25-36.
Högberg, J., Hamari, J., & Wästlund, E. (2019a). Gameful Experience Questionnaire (GAMEFULQUEST): an instrument for measuring the perceived gameful ness of system use. User Modeling and User-Adapted Interaction, 29(3), 619-660.
Högberg, J., Ramberg, M. O., Gustafsson, A., & Wästlund, E. (2019b). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122-130.
Huber, M. Z., & Hilty, L. M. (2015). Gamification and sus tainable consumption: overcoming the limitations of persuasive technologies. In ICT innovations for sus tainability (pp. 367-385). Springer, Cham.
IEEE (2014). Everyone’s a gamer – IEEE experts predict gaming will be integrated into more than 85 per cent of daily tasks by 2020. Retrieved July 28, 2021 from https://www.prnewswire.com/news-releases/ everyones-a-gamer---ieee-experts-predict gaming will-be-integrated-into-more-than-85-percent-of daily-tasks-by-2020- 247100431.html
Jang, S., Kitchen, P. J., & Kim, J. (2018). The effects of gamified customer benefits and characteristics on behavioral engagement and purchase: Evidence from mobile exercise application uses. Journal of Business Research, 92, 250-259.
Jin, C. H. (2016). The effects of mental simulations, inno vativeness on intention to adopt brand application. Computers Human Behavior, 54(1), 682–690.
Koivisto, J., & Hamari, J. (2019). The rise of motiva tional information systems: A review of gamifica tion research. International Journal of Information Management, 45, 191-210.
Lee, J. Y., & Jin, C. H. (2019). The role of gamification in brand app experience: The moderating effects of the 4Rs of app marketing. Cogent Psychology, 6(1), 1576388.
Lombard, M., & Ditton, T. (1997). At the heart of it all: The concept of presence. Journal of computer-medi ated communication, 3(2), JCMC321.
Maican, C., Lixandroiu, R., & Constantin, C. (2016). Interactivia. ro–A study of a gamification framework using zero-cost tools. Computers in Human Behavior, 61, 186-197.
Malaby, T. M. (2007). Beyond play: A new approach to games. Games and culture, 2(2), 95- 113.
Marie, K., Shivam, M., Gijs, M. W., Reichert, N. Z., Salamon, J., Timothy, B., … Rafael, B. (2018). STAR: Superhuman training in augmented reality. In Proceedings of superhuman sports design challenge (2018) (pp. 6). New York, NY: ACM.
Mekler, E. D., Brühlmann, F., Tuch, A. N., & Opwis, K. (2017). Towards understanding the effects of indi vidual gamification elements on intrinsic motivation and performance. Computers in Human Behavior, 71, 525-534.
Morschheuser, B., Hassan, L., Werder, K., & Hamari, J. (2018). How to design gamification? A method for engineering gamified software. Information and Software Technology, 95, 219-237.
Mulcahy, R.F., Russell-Bennett, R., Zainuddin, N., & Kuhn, K.-A. (2018). Designing gamified transforma tive and social marketing services: An investigation of serious m-games. Journal of Service Theory and Practice, 28(1), 26-51.
Oprescu, F., Jones, C., & Katsikitis, M. (2014). I PLAY AT WORK—ten principles for transforming work pro cesses through gamification. Frontiers in psychology, 5, 14.
Parjanen, S., & Hyypiä, M. (2019). Innotin game sup porting collective creativity in innovation activities. Journal of Business Research, 96, 26-34.
da Rocha Seixas, L., Gomes, A. S., & de Melo Filho, I. J. (2016). Effectiveness of gamification in the engagement of students. Computers in Human Behavior, 58, 48-63.
Seaborn, K., & Fels, D. I. (2015). Gamification in theory and action: A survey. International Journal of human-computer studies, 74, 14-31.
Serrat, O. (2017) Wearing Six Thinking Hats. In: Knowledge Solutions. Springer, Singapore.
Slater, M., Spanlang, B., Sanchez-Vives, M. V., & Blanke, O. (2010). First person experience of body transfer in virtual reality. PLoS One, 5, e10564.
Takahashi, D. (April 14, 2011). By 2015, 50 percent of companies will embrace gamification, Gartner says. VentureBeat. Retrieved July 28, 2021 from https:// venturebeat.com/2011/04/14/by-2015-50-percent-of companies-will-embrace gamification-gartner-says/
Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of advertising, 42(2-3), 95-112.
Wünderlich, N. V., Gustafsson, A., Hamari, J., Parvinen, P., & Haff, A. (2020). The great game of business: Advancing knowledge on gamification in business contexts. Journal of Business Research, 106, 273-276.
Yu, W., & Yu, I. (2007). An artificial reflex improves the perturbation-resistance of a human walking simula tor. Medical Biological Engineering Computing, 45, 1095–1104.
Zichermann, G. (2010). Fun is the future: Mastering gamification [YouTube Video]. Google Tech Talk. Retrieved July 28, 2021 from http://www.youtube. com/watch?v=6O1gNVeaE4g
Zichermann, G., & Cunningham, C. (2011). Gamification by design: Implementing game mechanics in web and mobile apps. “ O’Reilly: Canada.
Zimmerling, E., Höllig, C. E., Sandner, P. G., & Welpe, I. M. (2019). Exploring the influence of common game elements on ideation output and motivation. Journal of Business Research, 94, 302-312.
Downloads
Published
Issue
Section
License
Copyright (c) 2022 Suzanee Malhotra
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
How to Cite
