Gamefication in Communications
https://doi.org/10.21686/2413-2829-2023-208-216
Abstract
The article studies the phenomenon of gamefication as a current communication means for goods and service promotion to the market. Today’s customer is not a passive observer but a participant of the promotion process ready for testing. The article shows gamefication as a communication tool that can attract and retain customer, gives its definition and reveals pre-conditions of its arising among marketing tools. Key trends in gameficationon on global market were studied and feasibility of using interactive advert forms was analyzed. The article demonstrates trends in volume growth on global market of gamefication and identifies spheres of using game mechanics both on global market and in Russia. The author shows key tasks, where game content can be used. The focus is made on studying principles and requirements that should be followed to get a certain effect of introducing gamefication. The article reveals principle difference between computer games and gameficated communications, which allows developers to use game content. In conclusion the author puts forwards recommendations for companies that do not use gamefication or use it in a limited volume.
About the Author
S. N. Lobanova
Russian State University for the Humanities
Russian Federation
Russian Federation
Svetlana N. Lobanova - PhD, Assistant Professor of the Department for Integrated Communications and Advertising
6 Miusskaya pl., Moscow, 125993
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Review
For citations:
Lobanova S.N. Gamefication in Communications. Vestnik of the Plekhanov Russian University of Economics. 2023;20(5):208-216. (In Russ.) https://doi.org/10.21686/2413-2829-2023-208-216
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