A Conceptual Understanding of Gamification and its Business Applications

This paper analyzes the opportunity for organizations to adopt a gamified approach to increase the customer relationship and the brand enjoyment. The purpose is to contribute to the literature and the definition of Gamification, and to describe the opportunities available for companies operating in a B₂C context. Different typologies of Gamification are analyzed and a systematic approach to understand the role of each participant in the Gamification process to the overall value creation is shown. Practical examples of companies that leveraged Gamification techniques show the positive benefit gained.