Graduation Year
2023
Date of Submission
4-2023
Document Type
Open Access Senior Thesis
Degree Name
Bachelor of Arts
Department
Intercollegiate Media Studies
Second Department
Economics
Reader 1
Oscar Moralde
Terms of Use & License Information
Rights Information
2023 Sabrina J Stone
Abstract
Let’s play a game. What effect do you think video games have on twenty-first-century marketing? In this age defined by its nature of digitality, capturing the attention of consumers is an arduous competition. Through market segmentation, research, and the observable variables of consumer behavior, product marketing has turned to video games as a solution to appeal to younger demographics. Gamification is an increasingly applied product marketing strategy employed to increase favorable metrics. Of those key performance indicators (KPIs), boosted measures such as click-through rates, impressions, and engagement rates suggest that gamification is a strategic opportunity to persuade consumers to take action on a product. Through an analysis of the effect of video game-inspired campaigns on economic variables, consumer insights, and design strategies, it is revealed that gamification results in increased reach and engagement from consumers. This paper demonstrates these effects through an analysis of an original A/B test that highlights the impact gamification imposes on product marketing strategies.
Recommended Citation
Stone, Sabrina, "Playing to Win: The Effects of Implementing Gamification Strategies in Product Marketing" (2023). CMC Senior Theses. 3331.
https://scholarship.claremont.edu/cmc_theses/3331
Included in
Behavioral Economics Commons, Business Analytics Commons, Game Design Commons, Marketing Commons, Other Film and Media Studies Commons, Technology and Innovation Commons, Visual Studies Commons
