Gamification: Emerging Strategies and Tactics

This industry report analyzes “gamification” and the use of this new approach to marketing by a variety of industries. Gamification applies game mechanics (challenges, achievements, awards, etc.) to affect consumer loyalty and engagement, and monetization.

The report highlights the principles that make gamification effective, best practices used in real-life cases, design and analytics, and examples of gamification platforms and vendors.

“Gamification has become extremely popular across industries as multiple companies have seen amazing results,” said Brett Sappington, director, research, Parks Associates. “This new approach to marketing involves a greater level of interaction with and understanding of consumers, leveraging key motivations that drive behavior. Creative programs can be tremendously effective; however, companies need to follow certain principles and best practices to engage and motivate their customers.”

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Download Table of Contents (PDF)

The Bottom Line

1.0   Report Summary

1.1 Purpose and Scope of Report

1.2 Data Sources

2.0   Introduction to Gamification

3.0   The Impact of Gamification on Engagement, Loyalty, and Growth

4.0   Strategies and Tactics

4.1 Design

4.2 Analytics

4.3 Impact on Monetization

5.0   Applying Gamification Strategies

5.1 Retail

5.2 Energy

5.3 Television

5.4 Consumer Packaged Goods

5.5 Education

5.6 Health

6.0   The Future of Gamification

7.0   Glossary and Index

Advantages and Disadvantages of Gamification
Gap - Facebook Check-in
Gamer Segments Demographics
Gamer Segments and Gamification
Preferences of Gamers Segments
Gamification Interaction by Adults and Teens.
Gamification Platforms
Gamification Design Steps
Gamification design components
Demand Curves for Normal and Virtual Goods
Social Game Tie-ins
Retail Gamification Platforms
Foursquare Gamification
Gamification in Retail
Gamification in the Energy Market
Gamification in the Television Market
Gamification for Consumer Packaged Goods
Gamification in Education
Motivations for Managing Health Problems
Health Entertainment Market Definition
Gamification in Healthcare

Publish Date: 4Q 2012

Pages: 44

Authored By:
Brett Sappington - Senior Research Director and Principal Analyst

© December 2012 Parks Associates

All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America. 

Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.

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