Gamification as an online marketing method for developing and retaining customer engagement with generation Y in the UK

Gamification has been identified as a potential tool to market to the younger generation. However, limited research exists exploring the engagement elements of gamification, to whom it is engaging and understanding consumer... [ view full abstract ]

Gamification has been identified as a potential tool to market to the younger generation. However, limited research exists exploring the engagement elements of gamification, to whom it is engaging and understanding consumer motivations behind it. Given the limited academic research in this particular field, this paper uses qualitative research to explore consumer attitudes towards gamification as a method for online marketing and to gain an understanding of generation Y’s online behaviour and expectations of interactive experiences. This research identifies that generation Y are already engaging in many gamification experiences. The key focus throughout the research is that value can be generated to consumers from the integration of gamification elements such as improved engagement. Findings suggest that particular marketing benefits that can be derived from gamification marketing to generation Y are; website revisits, word of mouth marketing, and added customer value.