Understanding the Application of Gamification to Business When Applied to Marketing

Abstract

The internet is a technology that has provided changes, giving rise to new trends and concepts applied in the most diverse areas. One of these trends is gamification, as it is a concept applied in several areas: education, information technology, management, communication, and marketing. Companies understand that gamification applied to marketing can be an opportunity to strengthen the relationship between brands and consumers, increasing consumer engagement and loyalty. Marketing strategy based on gamification can boost marketing results, increase brand engagement, generate more motivation among users, promote knowledge retention, encourage cooperation, and provide a competitive advantage and valuable feedback. It becomes pertinent to understand how gamification can attract, engage, and understand a brand's audience. This chapter is based on the methodology of a systematic bibliometric literature review with a qualitative approach to understand the application of gamification to business when applied to marketing in order to verify research themes and development patterns.