The Gamification Systems Application Elements in the Marketing Perspective

  • Nuno Teotónio
  • José Luís ReisEmail author
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 746)


Gamification could be a useful marketing technique that involves the use of game elements and design in real-life contexts. This study seeks to understand the gamification elements used to develop meaningful experiences, and relationships between organizations and their target market, increasing their engagement. The results obtained from the analysis of studies on gamification applications in business, education and health care sectors indicate that the different gamification elements can be applied in any sector of B2C market activity, creating value and competitive advantages. The various elements of gamification are tailored to the sectors of activity that require greater involvement with the target audience, as well as greater participation of consumers in the purchasing decision process, even in areas of activity whose products are commonly purchased, such as the coffee.


Gamification elements Marketing User experiences Engagement 


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.ISMAI, Maia University InstituteMaiaPortugal
  2. 2.Research Unit CEDTUR/CETRADISMAI, Maia University InstituteMaiaPortugal

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