Niekonwencjonalne wykorzystanie gier jako innowacyjne narzędzie komunikacji z klientami
Unconventional Usage of Games as an Innovative Tool for Communication with Customers

Summary/Abstract: We can observe around the world the tendency of increasing the number of people who admit that the most common online activity is playing different kind of games. Taking the full advantage of this trend many companies use games’ technique to increase their customers’ commitment in communication campaigns with the audience. Gamification is the best evidence that games influence marketing activities conducting by companies. Gamification is not only launching the new brand or product to the game. This is much more – this is copying the mechanism from games into everyday life. This enables companies to promote brands and motivate, even persuade their target groups to take particular actions and activities. The article presents different forms of use of games and the main assumptions concerning the creation of gamification projects in marketing communication with customers. In addition, HBO Play case study is presented as an example of unconventional promotional campaign based on gamification project basis.

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