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A Rationale for Gamification

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Gamification techniques would be useful to employ when marketing our company’s new product because it could help us:

Maximize our overall market reach and product exposure by addressing engagement gap and leveraging customers' social networks:

The scale of engagement with gaming is enormous; gamification expert Ethan Mollick states over eight billion hours was spent playing Angry Birds last year alone. Thus, gamification can be used to provide an avenue for a large volume of potential customers to intensely interact and engage with our product, thereby increasing the product's exposure and the opportunity for this exposure be shared within social networks in a variety of ways.

The U.S. cable channel USA Network’s implementation of the gamified website "Club Psych" for the show Psych serves as an example of this, as it resulted in a 130% increase in website page views and 300,000 shares of content socially on Facebook for challenges, allowing 40 million viewers exposure to that content, thereby illustrating enhanced engagement and exposure.

Reach our target market of the 18-35 age bracket, including women:

Gamification expert Bing Gordon claims that for individuals born after 1971, gaming actually influences their worldview and even their interactions. Moreover, research conducted by the Entertainment Software Association shows the average gamer is 30 years old and almost half of all gamers today are women, which shows gamification can help us reach our target demographics.

Increase sales and help us grasp more than a 10% market share of this ready-to-eat segment by motivating customers:

Psychology, sociology, and behavioral economics research show that gamification can greatly impact motivation and habit formation--making it a powerful tool to motivate customers to make purchases and form habits that can encourage repeat purchasing. For example, the aforementioned Club Psych website was able to increase revenues in online merchandise sales up 50%.

Deloitte, The Engagement Economy: How Gamification is Reshaping Business

Sebastian Deterding, et al, From Game Design Elements to Gamefulness: Defining “Gamification”, Proceedings of the 15th International Academic MindTrek Conference, 2011

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