This paper reviews the literature on gamification in marketing and to provide a comprehensive review to guide gamification application in the marketing industry from a holistic perspective. Moreover, this study provides a comprehensive depiction of the application of gamification in marketing, how it can stimulate consumer engagement, and provide guidance for brands to develop a successful gamified service. This study concluded by proposing a framework that would benefit industry practitioners by guiding them into designing a successful gamified experience multi-dimensionally.
Tsz Lok Mok
Former Digital Marketing Manager with experience developing brands, and building relationships between the brand and their customer. Equipped with working and studying experience in the last decade in Hong Kong, London, Oxford, San Francisco, and Toronto. Inspired by the novel idea of gamification, Jason focuses on researching the best practice of gamification applied in marketing.