chapter  11
Pages 18

This chapter is about how game mechanisms in non-game contexts, so-called gamifi cation, can be used as a tool for marketing, product/service design and innovation. Gamifi cation is a cutting-edge concept that is relevant to marketing and video games. This chapter introduces a defi nition of gamifi cation. To understand the background of the gamifi cation trend, we need a historical perspective that traces the roots of the concept in gaming culture and the video game industry. A business case-driven examination of gamifi cation in practice provides us with seven important insights into gamifi cation. These insights are discussed within a broader context to demonstrate the potential of gamifi cation in the future.