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'.
Business | Marketing
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To be ahead of the game, consider game-based marketing. (2010). Knowledge@SMU.
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