NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).
HOLLYWOOD, FL: Turner Sports, the broadcasting channel, says it is reaching a whole new audience through its eSports coverage and the Eleague it launched less than a year ago "It's an insanely passionate growth area of the young male demographic," ...
SAN FRANCISCO: Twitch is looking to expand beyond its e-sports origins while new features put it in direct competition with the likes of YouTube, and marketers ought to take notice, an industry figure has said.
Pippa Bailey, Gareth Pritchard and Hollie Kernohan, International Journal of Market Research, Vol. 57, No. 1, 2015, pp. 17-28
Research undertaken into the role of gamification in online surveys has already clearly demonstrated that applying some gamification principles can significantly increase the richness of spontaneous data and participant engagement, as well as the time that participants take to complete a survey.
David Ward, ANA Magazine, Fall 2014, pp. 43-54
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.
Nina Keller and Sebastian Prassek, ESOMAR, Qualitative, November 2014
This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.
This article, taken from the Warc Toolkit 2017 report, discusses how to achieve marketing effectiveness in the digital age by striking the right balance between close targeting and mass reach, and between short- and long-term strategies.