Gamification and Mobile Marketing Effectiveness |
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| Institution: | 1. Florida State University College of Business, 821 Academic Way, Tallahassee, FL 32306-1110, United States;2. Cass Business School, City University London, 106 Bunhill Row, EC1Y 8TZ London, UK;3. University of Connecticut School of Business, 2100 Hillside Road Unit 1041, Storrs, CT 06269-1041, United States;4. Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, MI 48109-1234, United States;5. GameStop, Inc., 625 Westport Pkwy, Grapevine, TX 76051, United States;1. Université Catholique de Louvain – Louvain School of Management (LSM), CERMA-CCMS, Belgium;2. Université de Namur - Faculté des Sciences Économiques, Sociales et de Gestion, CeRCLE-CCMS, Belgium |
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| Abstract: | A variety of business sectors have been buffeted by the diffusion of mobile technology, a trend that presents a variety of difficult challenges but interesting opportunities to marketers. One such opportunity is gamification, which, one hopes, will enhance appeal to mobile consumers. Our sense from both personal experience and the literature is that the gamified mobile apps currently offered by firms mostly miss the mark. We provide a systematic overview of game design and note how principles derived from that field are highly applicable to gamification in mobile marketing settings. We are aided by the work of Schell (2008), whose Elemental Game Tetrad Model allows us to offer a coherent look at how gamification should affect mobile marketing outcomes. |
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