" Gamification " from the perspective of service marketing

Abstract

The developments in game industry and service design have led to an increased use of so-called game mechanics to drive customer retention and engagement outside the realm of, what can traditionally be seen as, games. This act of enhancing services with game-like features has largely been coined as gamification. The phenomenon has been thus far discussed atomically, without ties to existing literature on service marketing, to which the goals of gamification are strongly related to. This paper presents a definition for gamification from the perspective of service marketing and lays ground for future studies on gamification and marketing.