Gamification for advertising

• Main Author: Ng, Marco Hin Yu
• Other Authors: Ng Wee Keong
• Format: Final Year Project
• Language: English
• Published: 2015
• Subjects: DRNTU::Engineering::Computer science and engineering::Computer applications
• Online Access: http://hdl.handle.net/10356/65596
• Institution: Nanyang Technological University

In recent years, the term Gamification has been used to describe the integration of game elements into non-gaming settings. Tapping into the ability of traditional games, the act of Gamification engages players and motivates them towards their peak performance. This paper aims to develop a deeper understanding of the elements involved in Gamification, learn how they work, and understand how they can be applied to the field of advertising. To understand this rising phenomenon in the 21st Century, we must look to the origins of Gamification, its underlying psychological ideas and the fundamental propulsion of user behaviour. A clear comprehensive report on the practical applications of Gamification will be explained through a study of varying game elements and Gamification design processes with references to other case studies. To further demonstrate the application of Gamification to advertising, this report offers a theoretical implementation, utilizing methods of gauging, and ultimately, an evaluation on its benefits. As discussed, the findings of this research attest that Gamification’s impact should not be underestimated. Its application will greatly improve the engagement of consumers and provide a lasting relationship with companies in relation to advertising.