It's all in the game: Gamification is winning over consumers jaded by traditional marketing

This article demonstrates how gamification - applying elements of gaming to other activities, like marketing or work - can be used as an effective engagement and customer acquisition tool across a wide range of consumers.

It's all in the game: Gamification is winning over consumers jaded by traditional marketing

David Ward

Which would you rather do: work or play a game? For most people, the answer is self-evident. That's why gamification — applying elements of gaming to other activities, like marketing or work — has emerged as an effective engagement tool for brands looking to reach consumers of all ages and interests.

"We've been a bit surprised to find a wide range of customers who are active in our various loyalty and gamification programs," says Jeff Hawley, director of the customer experience group for the...

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