Gamification: mecanismos de games em ações de marketing

Abstract

This thesis is a scientific attempt to analyze case studies in the gamification context, gamification being defined as using elements originated from game context as tools for action in a non-games context. The theoretical framework of this paper is based on a analytic view of the history of games so far as well as the recent development of the term gamification and its use in the literature. A qualitative approach to the subject showed to be the more accurate since it provided a new understanding of the depth of the theme analyzed. The main point of this work is without a doubt the empirical analysis of the cases. Gamification aim to be a powerful motivational tool in acquiring, reinforcing and modifying consumers actions. Therefore the use of gamification combined with a strong marketing strategy seems to be an amazing tool in achieving organizational goals.