Customer Engagement of Gamification

Abstract

In digital age, a large audience of players has emerged. This creates a game-related shift in the cognitive and social aspects of the target audience of brands. Consumers are more interested in gaming and therefore more readily engage in game-related applications. Customer engagement is therefore an important approach to forging a strong relationship with customers as traditional marketing methods begin to lose power. This chapter seeks to explain how customer engagement occurs in gamification through a proposed model. It was explained on the theoretical basis that users engage in both game experience and marketing purposes. Game elements increase engagement as they offer customers an enjoyable experience, and the utilitarian features of gamification strengthen their engagement in the process as they lead customers to functional goals through the gaming experience.