Gamification Marketing – Essence, Types of Activities, Examples of Application

Abstract

The increasing popularity of digital games has also led to a concomitant rise in the popularity of gamification-based marketing strategies. The integration of gamification into marketing strategies has emerged as a potent method to engage both existing and prospective customers, thereby exerting a transformative influence on brand identity. Despite the expanding role of gamification, a lacuna persists in the extant academic literature concerning gamification in marketing, particularly with regard to the forms of gamification employed and their efficacy in influencing customer purchase intentions. This article expounds on the merits of employing marketing games and the categories of games that are utilized to enhance customer interaction with a brand. The text provides concrete examples to illustrate the various types of games, along with detailed descriptions of the game mechanics and their respective purposes. Polish brands have demonstrated a marked inclination to employ advergames, which are predominantly characterized as games of chance and lotteries. The primary objectives of advergames are typically to augment the number of users of dedicated mobile applications, enhance brand recognition and loyalty, and escalate the frequency and value of purchases.