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Global Customer Engagement through Gamified Mobile Apps (A Case of the Smytten App)

In: Gamification and Global Business Management Mapping the Future

Author

Listed:
  • S. Veeramangala
  • V. Srikanth

Abstract

Gamification is an excellent corporate tool for addressing various kinds of business challenges. Customer engagement is one such obstruction. Marketers are attempting to adapt to the social dynamics of contemporary consumer behavior, which is continuously changing. Gamification can be a useful strategy to achieve the goal of creating a connection between brands and consumers. Good marketing relies less and less on giving away free products and focuses more on engaging customers in meaningful ways.Gamification is an interactive marketing technique that uses game-like features to promote sales and engage consumers. This chapter examines the strategies employed by the Smytten App to encourage consumers to make a purchase and engage them in the subsequent purchase process, thereby increasing its share of the wallet.

Suggested Citation

  • S. Veeramangala & V. Srikanth, 2025. "Global Customer Engagement through Gamified Mobile Apps (A Case of the Smytten App)," World Scientific Book Chapters, in: Abhishek Behl & Brinda Sampat & Vijay Pereira (ed.), Gamification and Global Business Management Mapping the Future, chapter 10, pages 229-257, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789819801541_0010
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    More about this item

    Keywords

    Gamification; Dark Side; Ethics; Privacy; Health; Consumer Behaviour; Fintech;
    All these keywords.

    JEL classification:

    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights

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