ABSTRACT
No matter the sector or the size, every business requires the same basic structures to survive and thrive. Traditionally income and profits have been the measurement of a company’s value and success. Over the past two decades, the Internet introduced the importance of a sizeable and growing user base as a key determination of value for an online business. Today, consumer-oriented companies face a significant challenge staying relevant and present in the minds of audiences with fickle and distributed attention spans. For this reason, corporations ranging from retail stores to videogame makers are looking to the benefits that gamified systems deliver to engage and build user bases. This chapter introduces readers to projects and people in the fields of consumer marketing and entertainment who are utilizing GS designs to achieve their most important goals-building brands, audiences and revenue.
