“No pain-No gain”: a recipe for successful gamification
06/14/2023
2 min
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In this video, Thomas LECLERCQ, professor of marketing, discusses his research on creating an engaging customer experience through gamification, a widely used strategy that companies often misuse.
Gamification refers to the use of game mechanisms in non-game contexts (including challenges, contests, or lotteries). He gives practical advice about how companies can manage the difficulty of such games/challenges to ensure consumers are engaged.
More information is available in the article in the Journal ‘Recherche et Applications en Marketing’ “No pain, no gain! The uncertainty-to-win effect on customer experience quality through gamified interaction” (2022)
