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Online game design theories for interactive marketing: Gamification is not enough
Linnaeus University, Faculty of Technology, Department of Informatics.
2017 (English)Independent thesis Basic level (degree of Bachelor), 180 HE creditsStudent thesis
Abstract [en]

This research looks at how interactive marketing can become more motivating for customers by designing it as a full game, not only by adding some game elements like in gamification. The result of the research gives marketers an alternative and complementary way of incorporating game design in marketing.The theory builds on fundamental online game elements and player types, assembled into a model for analysis also useful as a planning tool. The research conducted a qualitative case study of the Volvo XC90 First Edition campaign which gave insight on how game theories can be applied for more engaging interactions. Through dialogue with team members and an overview of design artefacts it showed that when all elements reinforce each other for a certain mix of player types, not only one type, it creates dynamics that strongly motivates the audience to interact. The data also revealed that when any of the fundamental elements are missing the result will not be as engaging, which confirms what have already been found in earlier research.

Abstract [sv]

Denna studie undersöker hur interaktiv marknadsföring kan bli mer motiverande för kunderna genom att designa det som ett komplett spel, inte bara med några spelelement som i spelifiering. Resultatet ger marknadsförare ett alternativ och komplement till hur man kan använda teorier från speldesign för bättre interaktion. Teorin baseras på grundläggande spelelement och spelartyper som har satts samman i en analytisk modell, också användbar som ett planeringsverktyg. Studien genomfördes i en kvalitativ fallstudie av Volvo XC90 First Edition-kampanjen och gav insikt om hur spelteorier kan tillämpas. Genom dialog med medarbetare i kampanjens projektgrupp och en överblick över designartefakter visade det sig att när alla element förstärker varandra för en specifik mix av spelartyper, inte bara en typ av spelare, skapar det en dynamik som starkt motiverar målgruppen att interagera. Studien visade också att när några av de grundläggande elementen saknas blir inte interaktionen lika engagerande vilket bekräftar vad tidigare forskning hittat.

Place, publisher, year, edition, pages
2017. , p. 51
Keywords [en]
Interaction Design, Game Design, Gamification, Interactive Marketing, Player Types, Game Elements, Timing
Keywords [sv]
Interaktionsdesign, speldesign; spelifiering, interaktiv marknadsföring, spelartyper, spelmekanismer, timing
National Category
Design Communication Studies Human Computer Interaction
Identifiers
URN: urn:nbn:se:lnu:diva-65927OAI: oai:DiVA.org:lnu-65927DiVA, id: diva2:1117070
Subject / course
Informatics
Educational program
Interaction Designer, 180 credits
Supervisors
Examiners
Available from: 2017-06-28 Created: 2017-06-28 Last updated: 2018-01-13Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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