Game-based marketing
Game-based marketing

Summary/Abstract: Contemporary consumers have more demands and expectations towards companies than in the past, mostly because they are more aware of their rights and got more power to influence the brands (for example via Internet). The 21st-century consumer is suspicious of marketing “tricks” and is looking for ways to try and compare products (Mróz, 2013:60-120). What’s more, consumers are now surrounded by many advertising messages, stimuli and information that make many consumers feel overloaded, and it’s more difficult to connect to them by companies. That requires new marketing communication techniques to gain the attention of consumers. Enterprises are looking for new ways to reach their audience and gain the competitive strength. One of the new marketing communication technique that can attract the attention of the consumers is gamification.

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