Change – “Marketing: let the games begin” by Thomas Leclercq
09/07/2021
1 min
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Theorized in the early 2010s, the concept of gamification has become widespread in the marketing field since 2015. With effects that remain to be demonstrated, explains Thomas Leclercq, professor at IÉSEG.
Whether you prefer the French equivalent of “ludification” or choose the Anglicism, the definition of gamification does not change: “the process consists of exploiting the mechanisms of the game in other areas,” says Thomas Leclercq.
Games, challenges, points systems
In marketing, it is used to engage the consumer to encourage certain behaviors, build loyalty or reinforce their belonging to a brand and its products or services.” All kinds of fun techniques are used: points systems, badges, challenges, rewards, collective or individual challenges, levels and associated “privileges”, 3D and augmented reality…
Read the full article “Marketing: let the games begin” in the latest issue of our magazine for professionals “Change – A new way of talking business“
Thomas Leclercq is a Professor in the domain of digital marketing and customer experience. He investigates how gamification, the use of game mechanisms in non-game contexts, may be used to improve customer experience and offer an inspiring journey. His research has applications in many industries such as retailing, innovation, banking, or healthcare services. Thomas has a Ph.D. in Management and Economy (from Louvain School of Management, Belgium) and has authored several papers in international journals. He also regularly advises managers on the implementation of gamification practices within companies.
