In this study, we have explored a new area called ’gamification’ – a word and concept that was first introduced on the Internet autumn 2010. Gamification concerns integrating game design, with emphasis on game mechanics and game dynamics, into non-gaming contexts – such as marketing. At its basic definition, it concerns the process of transforming all kinds of activities into games. In this study we have looked at how gamification can be integrated into advertising and what challenges/opportunities may arise when one does so. Since there is no previous research regarding this area, we have used qualitative interviews to explore the field. By comparing the answers of gamification experts and those who’ve worked or work with advertising or closely related areas of interest, we have identified a few challenges and opportunities. One of the main challenges for advertising, the last two decades, has generally been the shifting from mass media consumption such as television, print and radio to fragmented media consumption; with the advent of the Internet and cellular telephones. The questions has constantly been: ”How can we (companies) stay relevant and catch consumers attention even though them being more informed and skeptic then ever before?” Here we have found that gamification may be a relevant and interesting tool in capturing the attention of consumers while delivering an advertising message, due to the basic idea that gamification is about making activities fun and engaging – working directly with the consumers behavior.  As such, advertising creators are in need of looking at behavioral-related effects when setting communication goals for their campaigns. At the downside, we have found indications that gamification will be primarily used in parts for specific advertising campaigns, meaning advertisement creators will be using certain elements rather then using the whole palette of gamification as a strategic resource. This may be due to the fact that the area of gamification is still immature, and that the definition of the word isn’t even universally accepted or known by those who show interest in it. The future of gamification, and especially integration of it into advertising shows much potential and we are hoping to add, with our study, to the growing body of knowledge.

In First-Person shooter video games, spread is a mechanic that adds a random artificial inaccuracy to the player’s shots. Movement-amplified spread is a particular implementation of spread which amplifies the inaccuracy based on the speed the player is moving at. As a consequence, players that are moving are unable to fire accurate shots, whereas players standing still remain accurate. The purpose of this thesis is to study the effects of movement-amplified spread of different intensities on gameplay dynamics. To this end, we created a First-Person shooter target practice course for testers to complete 15 times. For every third completion we made movement-amplified spread more intense. The results showed that as movement-amplified spread increased, testers were more prone to halt before shooting, firing more shots and engaging with targets at a somewhat shorter distance. / I förstapersonsskjutare, även kallat FPS, är spread en spelmekanik som applicerar enslumpmässig inexakthet till spelarens precision när de skjuter. Movement-amplified spread ären specifik implementering av spread som amplifierar inexaktheten baserat på spelarens rörelse och hastighet. Som en konsekvens av detta så har spelare som rör på sig svårt att samtidigt vara träffsäkra, medan spelare som står still förblir precisa. Syftet med denna uppsats är att studera hur effekterna av en ökande movement-amplified spread påverkar spelkänsla och dynamik i spel. För detta har vi byggt en FPS hinderbana med stationära mål som testare har fått springa igenom 15 gånger. För vart tredje genomförande har vi ökat intensiteten av movement-amplified spread. Resultaten visar att när movement-amplified spread ökade, så var testarna mer benägna att stanna före de avlossade skott, de sköt mer eller så sprang de närmare för att bekämpa måltavlorna på ett kortare avstånd.