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Spielbasiertes Marketing

Marketing weiterdenken mit Spielen und Spieldesign

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Marketing Weiterdenken

Zusammenfassung

Die „Customer Experience“ ist eines der zentralen Zukunftsthemen im Marketing. Konsumenten erwarten gerade auch vor dem Hintergrund der Digitalisierung aller Lebensbereiche, dass digitale Medien positive (Konsum-)Erlebnisse ermöglichen. Für Marketing Manager stellt sich daher die Frage, wie sie diese digitalen Erlebnisse schaffen können. Da sich Konsumenten zunehmend für Spiele und spielbasierte Erlebnisse interessieren, kann diese Entwicklung als Ausgangspunkt zur Schaffung und Verbesserung (digitaler) Erlebnisse dienen. Wir stellen die vier Formen des spielbasierten Marketing (In-Game Advertising, Advergames, Serious Games und Gamification) vor, bei denen spielerisches Erleben eine zentrale Bedeutung hat. Nach einer kurzen Darstellung des Forschungsstandes zur jeweiligen Form diskutieren wir mögliche Entwicklungen im Bereich des spielbasierten Marketing, mit denen Marketing weitergedacht werden kann.

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Authors and Affiliations

  1. markstones Institute of Marketing, Branding & Technology, Universität Bremen, Bremen, Deutschland

    Kristina Klein

  2. Köln, Deutschland

    René Eppmann

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  1. Kristina Klein
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Correspondence to Kristina Klein .

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Editors and Affiliations

  1. Professor für Marketing und Unternehmensführung, Universität Basel, Basel, Switzerland

    Manfred Bruhn

  2. markstones Institute of Marketing, Branding & Technology, Universität Bremen, Bremen, Germany

    Christoph Burmann

  3. SVI-Stiftungslehrstuhl für Marketing, HHL Leipzig Graduate School of Management, Leipzig, Germany

    Manfred Kirchgeorg

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Klein, K., Eppmann, R. (2020). Spielbasiertes Marketing. In: Bruhn, M., Burmann, C., Kirchgeorg, M. (eds) Marketing Weiterdenken. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-31563-4_25

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