Gamification and Mobile Marketing Effectiveness
Journal of Interactive Marketing, Forthcoming
36 Pages Posted: 1 May 2015 Last revised: 15 Dec 2015
Date Written: December 14, 2015
Retailing and other business sectors have been buffeted by the diffusion of mobile technology. Millennials, in particular, consider such technology indispensable and have lately been using it for gaming applications. In order to thrive in the new mobile and game centric world, retailers will need to adapt and leverage mobile game-like applications using the process known as gamification. Our own sense is that the gamified interfaces currently offered by firms mostly miss the mark. We provide a systematic overview of game design and point out how principles derived from that field are highly applicable to gamified retail apps as well as to other firm offerings with game like elements. We are aided in our systematic approach by the work of Schell (2008) whose Elemental Game Tetrad Model allows us to offer a coherent look at the gamification antecedents of its psychological and marketing outcomes.
Keywords: Mobile Markets, Gamification, Game Design, Mobile Marketing
JEL Classification: L80, L96, M31, M37
Suggested Citation: Suggested Citation