ABSTRACT
This chapter explores the avid adoption of gamifi cation by the marketing communications industry by taking a closer empirical look inside a communication agency’s mobile phone marketing campaign using gamifi cation at its communicational core. Introducing games inside the non-game context of marketing communications is indeed a “game changer” in the way it provides potential new strategies of consumer engagement (i.e., marketing communication arenas)—but is it possible to see beyond the fast-paced mediatised game of marketing communications trendsetting, hype, marketisation and inevitable bust? Is it possible to constructively amalgamate gamifi cation with marketing communications from a theoretical point of view?
