期刊名称：Marketing of Scientific and Research Organisations
印刷版ISSN：2353-8503
电子版ISSN：2353-8414
出版年度：2012
期号：6
页码：92-105
语种：English
出版社：The Institute of Aviation
摘要：The goal of this paper is to present the functioning of one of the latest marketing trends known as gamification,the analysis of games used in gamification systems in terms of their structure and mechanisms,as well as transferring gamification and games to the area of marketing activities.Gamification is the application of the structure and mechanics of games (points,rewards,levels,challenges,trophies) to the real world,in order to boost the engagement of users,change their behaviour and solve problems of various kinds.Only by achieving a high level of user engagement can we guarantee adequate growth of income for the company.Just informing and encouraging users to purchase an ever greater number of services or goods has lost its significance.In the marketing context,the term „loyalty” is used to define engagement.The term means that the users will choose the benefit we provide,instead of reaching for our rival’s offer.Applying gamification may help a company gain the upper hand on the market in times when the client has at his or her disposal several similar goods or services in terms of characteristics,price and availability.
