Gamification Marketing

What is gamification and where is it used? In their 2012 paper “Defining Gamification - A Service Marketing Perspective”, Kai Huotari and Juho Hamari refer to gamification as “a process of enhancing a service with affordances for gameful experiences in order to support users’s overall value creation.” Indeed, gamification means using game related elements and principles in non-game situations to attract users and increase engagement and retention...