To be ahead of the game, consider game-based marketing

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

9-2010

Abstract

Games have a way of engaging people in ways that advertisements simply cannot. Many a date, birthday or meeting have been forgotten and disregarded, thanks to the likes of Warcraft and StarCraft – 'sticky' programmes that have caused people to betray their better judgements. Beyond computer gaming, however, consumers have been known to choose a coffee shop, supermarket or airline for reasons that also defy what's rational: to collect stamps, amass points and accumulate 'miles'; all of which have nothing to do with drinking coffee, buying groceries or getting from point A to B. Yet, people play along willingly, in the hopes that they will, someday, 'win'.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Licece/Creative Commons Licence

This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.

Article ID

1311

Subject(s)

Marketing

Citation

Knowledge@SMU. To be ahead of the game, consider game-based marketing. (2010).
Available at: https://ink.library.smu.edu.sg/ksmu/324