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Gamification in der Marketingkommunikation

In: Brand Evolution

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  • Martin Hipp-Gruner

Abstract

Zusammenfassung Mit ihren seit Jahren wachsenden Umsätzen und immer weiter steigenden Nutzerzahlen scheint die Gaming-Industrie eine Formel gefunden zu haben, mit der sie ihre Kunden langfristig bindet und deren Engagement nachhaltig monetarisiert. Dieser Beitrag befasst sich mit den Mechaniken und psychologischen Mustern hinter dieser Formel. Er zeigt einen praktischen Weg, wie auch andere Industrien und Branchen mit unmittelbaren Feedback- und Engagement-Schleifen, Fortschrittstreppen oder Wettbewerbsmechaniken vergleichbare Erfolge in Sachen Kundengewinnung und -bindung erzielen können. Gleichzeitig geht der Beitrag einen Schritt weiter und vertritt die Hypothese, dass die gamifizierte Interaktion zwischen Nutzer und Produkt die Keimzelle für völlig neue Angebots- und Produktlogiken sein kann.

Suggested Citation

  • Martin Hipp-Gruner, 2022. "Gamification in der Marketingkommunikation," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 369-388, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_17
    DOI: 10.1007/978-3-658-35916-4_17
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