{"id":2754,"date":"2021-09-07T10:47:00","date_gmt":"2021-09-07T08:47:00","guid":{"rendered":"https:\/\/insights.ieseg.fr\/?p=2754"},"modified":"2024-03-19T17:56:32","modified_gmt":"2024-03-19T16:56:32","slug":"marketing-let-the-games-begin","status":"publish","type":"post","link":"https:\/\/insights.ieseg.fr\/en\/resource-center\/marketing-let-the-games-begin\/","title":{"rendered":"Change \u2013 \u201cMarketing: let the games begin\u201d by Thomas Leclercq"},"content":{"rendered":"\n

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 I\u00c9SEG<\/a>.<\/p>\n\n\n\n

Whether you prefer the French equivalent of \u201cludification\u201d or choose the Anglicism, the definition of gamification does not change: \u201cthe process consists of exploiting the mechanisms of the game in other areas,\u201d says Thomas Leclercq.<\/p>\n\n\n\n

Games, challenges, points systems<\/h2>\n\n\n\n

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.\u201d All kinds of fun techniques are used: points systems, badges, challenges, rewards, collective or individual challenges, levels and associated \u201cprivileges\u201d, 3D and augmented reality\u2026<\/p>\n\n\n\n

Read the full article “Marketing: let the games begin” in the latest issue of our magazine for professionals \u201cChange \u2013 A new way of talking business<\/a>\u201c<\/strong><\/p>\n\n\n\n

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