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Gramification - Literature review Example

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Gramification

This often leads the customers to act in such a way that under their motivation of earning benefits, they actually work in favour of the firms’ objectives. Different companies use different ways to gamify their non gaming applications. Organizations develop their own customer response measurement criteria on the basis of the gaming mechanics. These criteria help in assessing the level of customer engagement and evaluating the success rate of the gaming program. Table of Contents Gamification 4 Uses of gamification 5 Examples of gamification 6 Response of target group 7 Reference List 9 Appendix 11 Literature review Gamification Gamification is a concept that is sued for a variety of purposes in businesses. According to most scholars, there is no standard definition that would be appropriate for defining this term. However, it has been generally agreed that gamification “refers to the design process of taking things that are not games and trying to make them feel more like games” (Molesworth and Knott, 2013). In terms of marketing, gamification might be reflected as an art or as the science of converting the everyday interaction of the customers into games in such a way that the new design would be beneficial for the business. Gamification effectively integrates the mechanics and dynamics of games into various non-gaming applications such as, community building deeds, employee training programs, websites building and maintenance as well as marketing procedures or customer service (Happiest minds, 2012). Characteristically, as the name suggests, gamification is the process of applying gaming pattern of thinking to applications that are not games, so as to make these applications more fun oriented and for engaging higher number of customers towards the company providing the service. Industry experts claim that in the modern day business atmosphere, gamification has become an important trend which possesses huge potential for the future (Otnes and Tuncay-Zayer, 2012). In the era of technological advancement, gamification has been considered as one of the most important emergence that can be applied to most growing firms in various industries. The process involves the creation of fun applications that would engage customers in the form of players. The experiences and views of customers would be used by decision makers in businesses for the improving their business performance. Gamification aims at incentivising consumer engagement with the enterprises and invoking loyalty towards organisations (Martinez, 2012). This is done in the form of launching games, customer interactions as well as membership benefits. It has been argued by various researchers that the prime objective of gamification is to maximise the concerned company’s share in the total expenditure made by consumers. It is aimed at ensuring that consumers express a specific bias towards some particular organization while making purchasing decision of some product or service. Uses of gamification Gamification provides various benefits to the firms. These benefits are enjoyed by firms according to the extent to which the gamification practices are implemented. One of the most important benefits earned by firms is higher profits. Besides, this process is capable of increasing efficiency of the firm while reducing costs incurred in the ...Show more

Summary

Gamification Abstract Gamification is the act of integrating the dynamics and mechanics of a game into a non-gaming scenario. This practice has now become common for a large number of firms belonging to different industries. Companies use this strategy for improving their performance, increasing their profits and modifying the purchasing behaviour of customers…
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