Gamification: A Practitioner’s Case in Building Brands

Abstract

Technological advancement and the increasing need for consumer engagement have brought a new trend in advertising and marketing – gamification. The stimulating and interactive nature of mobile games and possible game-style rewards allow marketers to promote their brands innovatively.

This paper aims to contribute to the research on gamification in marketing, focusing on how the in-game presence of branding affects brand recall, brand recognition, and product sales. The data are collected from a practitioner and a real mobile game developed specifically for a grocery retail chain with around 2,000 stores in Thailand. The paired t-test results show that advergame product placement significantly increases brand recognition and recall.