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The Gamification Systems Application Elements in the Marketing Perspective

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Trends and Advances in Information Systems and Technologies (WorldCIST'18 2018)

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 746))

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Abstract

Gamification could be a useful marketing technique that involves the use of game elements and design in real-life contexts. This study seeks to understand the gamification elements used to develop meaningful experiences, and relationships between organizations and their target market, increasing their engagement. The results obtained from the analysis of studies on gamification applications in business, education and health care sectors indicate that the different gamification elements can be applied in any sector of B2C market activity, creating value and competitive advantages. The various elements of gamification are tailored to the sectors of activity that require greater involvement with the target audience, as well as greater participation of consumers in the purchasing decision process, even in areas of activity whose products are commonly purchased, such as the coffee.

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Author information

Authors and Affiliations

  1. ISMAI, Maia University Institute, Maia, Portugal

    Nuno Teotónio

  2. Research Unit CEDTUR/CETRAD, ISMAI, Maia University Institute, Maia, Portugal

    José Luís Reis

Authors
  1. Nuno Teotónio
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  2. José Luís Reis
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Corresponding author

Correspondence to José Luís Reis .

Editor information

Editors and Affiliations

  1. Departamento de Engenharia Informática, Universidade de Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. College of Engineering, The Ohio State University, Columbus, Ohio, USA

    Hojjat Adeli

  3. DSI/EEUM, Universidade do Minho, Guimarães, Portugal

    Luís Paulo Reis

  4. DIMES, Universita della Calabria, Arcavacata di Rende, Italy

    Sandra Costanzo

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Teotónio, N., Reis, J.L. (2018). The Gamification Systems Application Elements in the Marketing Perspective. In: Rocha, Á., Adeli, H., Reis, L., Costanzo, S. (eds) Trends and Advances in Information Systems and Technologies. WorldCIST'18 2018. Advances in Intelligent Systems and Computing, vol 746. Springer, Cham. https://doi.org/10.1007/978-3-319-77712-2_8

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  • DOI: https://doi.org/10.1007/978-3-319-77712-2_8

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-77711-5

  • Online ISBN: 978-3-319-77712-2

  • eBook Packages: EngineeringEngineering (R0)

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