Gamification as a Marketing Strategy

How points, badges, and leaderboards can revive a dormant customer relationship

The recently identified concept of gamification is a valuable tool that a business should consider when developing and implementing its marketing strategy. Gamification can be used to successfully attract a customer’s attention, to increase the degree of customer loyalty and engagement, to enhance the customer’s overall value creation, and to personalize the customer’s experience. While a marketing strategy based on gamification offers tremendous opportunities, it requires a good understanding of the company’s customer base and what motivates those customers to behave in the manner desired by the company.

In this white paper, Andrew Giles builds a business case for gamification and explains how gamification can be used by marketers. The paper include a series of strategic, tactical, and technical questions that can be used to assess your firm's readiness.

Smith School of Business
Goodes Hall, Queen's University
Kingston, Ontario
Canada K7L 3N6

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