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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:su-71783 |
| Date | January 2012 |
| Creators | Ekvall, Magnus, Vukovic, Vincent |
| Publisher | Stockholms universitet, Institutionen för journalistik, medier och kommunikation (JMK), Stockholms universitet, Institutionen för journalistik, medier och kommunikation (JMK) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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