ABSTRACT
This chapter introduces readers to projects and people in the fields of consumer marketing and entertainment who are utilizing gamified systems (GS) designs to achieve their most important goals, building brands, audiences and revenue. Marketing focuses on identifying, understanding, influencing and satisfying the needs of customers. GS designs allow companies to get critical and continuous feedback about the impressions and sentiments of customers to every part of the marketing mix, including product plans, customer service, pricing and promotional strategies. By implementing customer relationship management (CRM) effectively across an organization, different departments and individuals within these departments can build customer confidence by focusing on the specific time-sensitive needs of a customer. Branding focuses on generating positive feelings, emotions and attitudes amongst consumers, and aligning these to properties, products and services. GS design is intriguing as it integrates, and connects all of the essential branding initiatives.
