Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising

Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising

Aanchal Aggarwal (Vivekananda Institute of Professional Studies, India) and Nupur Arora (Vivekananda Institute of Professional Studies, India)
Copyright: © 2019 |Pages: 13
DOI: 10.4018/978-1-5225-6064-7.ch002

Abstract

This chapter will expound on the concept of gamification and its adoption by various brands. It will be focusing on advergaming, which is one of the very famous applications of gamification. The chapter will elucidate the various launch details of advergaming applications by various firms and brand websites including online games, social network sites, and interactive digital television. It will also discuss the techniques underlying gamification, which include game mechanics and game dynamics, which will also reveal the impact of advergaming on consumer engagement and decision making to buy a product or not and also the benefits to the brand site. The chapter will also explain the techniques and strategies of advergaming used by various product websites nationally and internationally and their effect on consumers and the product or brand websites.
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Gamification Explained

The term gamification first used in 2008, in a blog published by Brett Terrill (2008). He describes the phrase as taking game mechanics and applying them to different internet properties to grow engagement of users. In 2010, the term entered wider spread in the industry (Deterding et al. 2011) and in academia (Hamari et al. 2014).

It’s difficult to find out an exact date on when the time period when the term appeared first however using a high rate research skills (and a google seek engine) famous that the time period was coined in 2003 by using Nick Pelling while describing his paintings as a representative for making hardware more fun. It wasn’t until later in the 2000s even though whilst the phrase started out to gain greater attention. Sources have indicated that one of the first documented uses of the term turned into in 2008 when “gamification” changed into used in a weblog submit by way of Bret Terrill, who came out with overlaying discussions within the foyer on the Social Gaming Summit. He heard the term use in regards to “taking recreation mechanics and applying to other web properties to boom engagement”. The time period become picked up by other blogs and slimmed down via losing the ‘e’, becoming “gamification”.

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