The growth of gamification in China

This article summarises developments in China around the topic of gamification, finding that gamers are becoming a big part of the nation's youth culture.

The growth of gamification in China

Theresa Loo and Jane LiuOgilvy & Mather China

Gamification allows brands to bring consumers into brand communities with engaging content and can rapidly achieve scale and influence. The number of Chinese gamers has reached 517 million and is a big part of youth culture.

Gamification is the application of game mechanics and experience design in nongame situations to motivate and engage people and to influence behaviour to solve problems or get things done. It also allows brands to bring consumers into brand communities, content or campaign through game mechanics. Marketers have...

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