publicite21

GOOGLE, most definitely has made use of
gamification marketing in the right way. This
marketing feature makes even the smallest
search or visits an entertaining one. Google not
only teaches the way to make profits but it also
teaches that even the smallest innovation, if put
in the right place, can make wonders beyond
imagination. Google wouldn’t have expected so
much response towards the Doodle or +1 or
Badges or even word coach but it still moved
ahead and executed the plans. This shows the
audience that one may have a great plan but it

depends on how he/she puts it to use be it
Business or Gamification Marketing!

REFERENCE USED: https://singularityhub.com/2011/08/11/the-gamification-of-google-image-
labeler-logos-google-and-now-badges-in-google-news/
https://everyonesocial.com/blog/gamification-strategy-tips/
https://neverbounce.com/blog/gamification-marketing-examples

Publicité|99

- Sruthi Ramanathan
-II BCOM MM

One of the most famous cases of
gamification should be McDonald’s
Monopoly game. McDonald’s started
this marketing strategy in the year
1987 in The United States. And since
then, it has witnessed significant
growth with the marketing strategy
worldwide.
That is the reason behind it being the
most iconic brand of all time.

McDonald’s always finds a way to
stand out in the crowd. What better
example than talking about how
McDonald’s UK works during the
pandemic to make sure that the most
famous “offline game” be played
online comfortably. While the idea
had sprouted in a period where
technological advancements hadn’t
been used to their full capacity.

Publicité|100

McDonald did certainly evolve with
time and had possibly brought the
entire monopoly game setup online



The Monopoly had various names
over the years. It had made sure to
use every significant moment in the
space of time to make the game

more relevant to the public.



It’s no surprise that McDonald
monopoly game has around a million

players every year.



Customers who purchase food from
McDonald's are 'free to play.' The

majority of menu items include game
pieces that allow customers to win a
variety of prizes. These game pieces
serve as a stand-in for a promo code
or voucher, with prizes ranging from
money off McDonald's menu items to

shopping vouchers or even a car.



Publicité|101

McDonald's Monopoly employs a variety of gamification
mechanisms to provide a fun and enticing experience for
McDonald's customers. First and foremost, there are the game
pieces themselves. The peel-to-reveal action and piece design are
reminiscent of scratch cards. Of course, the entire promotion is
inspired by one of the most popular board games of all time.

Regardless of the Monopoly promotion, many people would buy
food from McDonald's. Offering more game pieces on more
expensive meals, on the other hand, is an excellent way for
McDonald's to upsell and further gamify the experience.

The prize is tempting and even after going through so many

problems and scandals they always found a way to impress the

general audience. McDonald’s with its exceptional budget has been

able to execute this amazing strategy properly and thoroughly.

As mentioned earlier, McDonald’s like other brands doesn’t need the

extensive marketing they put their money into. Yet, with such

interesting and amazing offers, it tends to keep one engrossed and

the individual might not actually come back to eat a burger but the

joy of playing could tempt one to come and buy a certain meal.

And that has happened and that is the reason behind them having

millions of people coming back.

Looking from McDonald’s point of view one can agree that whatever

they wanted to do, they overachieved it in the past decades. And

there is no stopping them. References

Publicité|102 https://medium.com/the-public-ear/whos-really-getting-played-in-mcdonald-s-monopoly-117b5cc4897f
https://www.retaildive.com/ex/mobilecommercedaily/mcdonalds-banks-on-mobile-gamification-to-boost-
app-downloads
https://www.talon.one/blog/mcdonalds-monopoly-a-masterclass-in-promotions

LONG STORY SHORT
Megha Pathak, III BCom MM

The Cooking King




The CookingKing app is an Indian based
diet planner app which will help you
make the healthiest meal with the
resources you have.




In the Cooking king app you can either
type down or scan the ingredients you
have for cooking and the app will find

healthy recipes for you and suggest
nutritional diet plans too. It will even help

you to cook it with illustrative videos.




They recently came up with a game for
its users on its social media handle - that

is to create a heart with the food you
have, like using pulses, fruits etc and
share on their social media tagging the

app




- Stay Healthy by Choice, Not by Force

Publicité|103

Gamification at it's best- The most
benefitted Industry from this technique.
- Tamanna S Lalen, III BCOM MM

Gamification is one of the key strategies which has
evolved and potentially revolutionized the content
marketing strategies of various brands. It is a notable
opportunity for driving brand engagement and customer
loyalty.
Why are marketers interested in gamification?
It has found a lot of appreciation by bringing exceptional
results to all strong brands and creating opportunities for
consumer engagement. It is the integration of various
game mechanics to better engage with users and perform
tasks. It is the integration or infusion of game-like
elements for continuous engagement. It consists of
promising traits and boosts the learning process. It helps in
tracking work progress and enhancing brainstorming
sessions.

Gamification ensures better alignment of organizational goals. It
follows a simple mantra: If it’s fun and enthralling, it will work
better. It is an incredible strategy for enhancing organizational
workflow. It not only improves employee engagement but also
boosts knowledge absorption and retention. It involves the
integrated use of various technologies like artificial intelligence,
virtual reality augmenting business growth and engagement. It
incorporates best design principles that enhance employee learning,
retention as well.
It provides real-time data about customer habits to various
industries. It helps brands in engaging with customers realistically
and conveniently. It allows industries to carve their nice and
leverage their audience interest. In a nutshell, it amplifies customer
experience and productivity. Various industries have transformed
and evolved efficaciously through gamification. It is not different
but helps brands to have a competitive edge over others. Various
industries have refined successfully with game mechanisms
resulting in intensified and full-fledged engagement and
performance.

Publicité|104

A gamified loyalty program for the food and beverage
industry is a perfect fit. It is due to brand engagement and
the ability to reward and come up with engrossing offers.
Gamification is known for tapping intrinsic motivators
which persuade consumers to enhance the frequency of
engagement with the brand. A remarkable example is
McDonald’s. It has offered various exciting and worthy
prizes to the participants. With every product bought by
the customers, they are offered tickets for the monopoly
board game. This has resulted in impulsive buying and
enhanced sales by 6% through this unique concept.
McDonald’s Monopoly game is one of the eminent
examples in corporate history. Games are proven to be the
most behavioristic stimulus in persuading customers and a
great way to stand out for brands. By giving users a unique
experience, it boosts the sharing element in the gamified
platform which enables users to share their experiences
and boost awareness.
Another notable example is Nike from the apparel and
sports equipment industry. Nike+Fuel personalized app
was created to stay connected with customers via
gamification elements. The app tracks user movements. It
brought together 17 million athletes through gamification
elements. It used gamification to track customers’ activity
while running and performing.

Publicité|105

The app was linked
with social media
which would enable
viewers to compare
their performances and
enhance their visibility.
The app would enable
the years to track their
workouts and also
challenge their family
or friends. After
completion of certain
levels, the users were
rewarded with trophies
and badges. It acted as a
positive intensifier and
enhanced brand
engagement. The
company’s digital
marketing revenue was
enhanced by 84%. It
helped in boosting
brand equity and
digital-based user
experiences.

Publicité|106

eBay from the e-commerce
industry came up with the most
historic gamification element
which was used in their bidding
process. It helped in simplifying
the user experience. They
integrated the competitive
bidding system, buyer-seller
feedback, and power to show
the seller status which turned
them into a complete
gamification platform.

They came up with the yellow star
achievement award to appreciate their
users. They use Yu-kai with the aim of
enhanced actionable gamification with
badges and leader boards. They have scored
big with gamification and have encouraged
active participation and engagement for
both sellers and buyers. The transactions
were thrilling and fun for buyers with a
sense of achievement in it. EBay’s bidding
system became a pioneer in retail
gamification. The retail industry has the
richest variety of successful stories
depicting how gamification can drive and
enhance business growth. From interactive
quizzes to loyalty programs, gamification is
a viable solution for industrial growth.

Publicité|107

GAMIFICATION MARKETING

– A BOON OR BANE?

In today’s modern marketing -Eesha Goyal
landscape there are tried and II BCOM MM

tested methods, misguided

attempts, and processes built on

buzzwords. The fact is that
marketing is constantly changing
to keep up with the world around

it.
The very inconsistent spheres of
culture, business, technology and
so on all having an impact on the
way of perceiving marketing has
pressurized the marketers to take
all the risks and venture into new
territory to increase their Return

on investment.



A few examples include the
following-



Several brands, including Coca-
Cola, McDonald's, and Nike, have

proven the effectiveness of
gamification. For example,
Domino's Pizza's sales revenue

increased by 30% after
developing the gaming app

"Pizza Hero," which allows
customers to design their pizza.

Publicité|108

The benefits of gamification in
marketing are essential to
understand.



It has proven to be a strategy
that is here to stay since it first

gained popularity in 2010.
Perhaps this is because it is a

technique that taps into
consumer behaviour and the
innate desire that people have

for fun, adventure, and the
deep thrill that comes with

winning.





There are a few disadvantages
too, like – lack of strategic
connection and frequency.


The best solutions enable
users to quickly access the

game, make their move, and
then return to their work. This,

like Richardson Sales
Performance's QuickCheck,
should only take a few minutes

per day.

Publicité|109

Let’s look at a few cases of how
brands leverage gamification in

marketing cases:
1. Cadbury 5 Star brand analysis



Cadbury 5Star has always prioritized

providing an experience for its
customers. With the "Ek Alag Level Pe
Kho Jao" campaign, Cadbury intended

to elevate customer experiences. It
aimed at high brand awareness for the

product through the use of innovation
and technology by using mobile

devices. Its main objective was to
personalize the gaming experience for
each of its customers, which was also

a challenge. Cadbury was confident
that its chocolate market has a strong

ever-increasing CAGR.
There is a demand at all times.
Cadbury's 5 Star would be more widely
adopted if this market was targeted.
According to their findings, the TG is
quite active on mobile devices and

spends a lot of time gaming.
The increase in the number of sessions

made for the game was used to
evaluate the campaign. The length of

time spent connecting with the
branding aspects "AD EXPOSURE" –
Viewability rate + Share Of Voice. The
increase in gameplay can be ascribed
to the fresh experience that has been

produced for consumers.

Publicité|110

The utilisation of technical
integrations in an app
campaign to engage

consumers and raise brand
awareness was clever.


The following technical
advancements were
prioritized:

1. Viewership of 100 per cent
2. Audiences have a 100 per

cent share of the vote.



Cadbury 5Star was able to
shift beyond simply RELATING
to the brand to BUILDING an

immersive, engaging
experience as a result of the

campaign. For consumers,
the brand's motto "Ek Alag
Level Pe Kho Jao" became

synonymous with 5Star.
The advertising effort was a

huge success.
More than 2.3 million game

sessions were created,
representing a 21% increase

over sessions before the
adoption.

Publicité|111

2. Disney
Another example includes Disney
and its hospitality department at
Disneyland to demonstrate when

gamification goes wrong.



Disney used gamification to
promote and boost the

productivity of washing the linen
from the hotels at Disneyland by
using leaderboards, points, and

visual stimulation.



Employees at Disneyland were
suddenly given new productivity
goals that they needed to meet to

keep their jobs. They were
compared to their peers to see

the most efficient, and the
machines themselves would notify
them whether they were efficient

enough or not via a traffic light
system. Red is terrible, green is

nice.

Publicité|112

The production skyrocketed, and on-site safety and best
practices were thrown out the window. The number of accidents

has increased, but the quality of the work delivered has
diminished. As it turned out, the 'electronic whip' was exactly this

scenario. It was a failure, and it has since become one of the
most well-known examples of poor and naive gamification
implementation.

They should be utilised to emphasize that gamification isn't just a
quick-fix solution that can be applied to any issue. Its execution
must be carefully examined, and one must sometimes have the

fortitude to say no when it isn't appropriate for the situation. And
not to instil a fear of the dark side for the sake of monetary
benefit in the near run.

Short-term vs. long-term goals are at the root of many of the
challenges and debates surrounding the good and bad use of
gamification. Every scenario is different, and it should be treated
as such. Unfortunately, when it comes to gamification adoption,
the audience frequently demands standardized experiences.
However, improper gamification might result from applying the

incorrect mechanics and motivators for the wrong context
merely because it's standardized.

Publicité|113

GAMIFICATION AND HOW IT
HELPED SAVE THE WORLD IN

MANY WAYS - AMIRTHA T K

III BCOM MM

Puzzle Game FoldIt made the breakthrough in AIDS Research
that Scientists couldn’t solve.

For the past 2 decades, numerous experts who are PhD. Scientists
were trying to crack the crystal structure for one of the AIDS-
causing viruses called the Mason-Pfizer monkey virus (M-PMV), but
couldn't unravel it. Fortunately, the Biochemistry department and the
University of Washington’s Center for Game Science joined forces
and created FoldIt, an online puzzle video game about protein
folding. Foldit uses a game-like (gamified) interface that permits
people globally to “ play” and face off in unravelling the puzzle, in
turn unriddling one of the most important mysteries in history.
To everyone’s acclaim, over 240,000 “ players” registered for the
game and battled spitefully against each other. A solution to the
structure of the M-PMV was found in 10 days, formulating a
breakthrough in the AIDS research field.

RPG Diary Game Pain Squad aids patients to fight Cancer by
providing data and purpose

Pain Squad is a “ mobile game” designed to help children fight
cancer better by giving the patients with purpose and the
researchers with data. Fighting cancer isn't only painful, it could be
lonely and full of despair. To better treat the diagnosed children,
doctors need patients to keep a “ pain journal” every day to see
what's working and what's not.
Nonetheless, children are generally too tired to keep a journal and
only record data occasionally, which makes the data unfruitful.
Toronto-based company Cundari created a role-playing cop game
with missions and bounties, as well as police incentive videos to
motivate these children to log their pains twice a day for 2 weeks.
Turns out, this game not only provided doctors with all the data they
need for better research and care, but it also made children
motivated and fought their pains with a purpose. They now aren't
simply victims of cancer but investigators that are bearing some
pain to help humanity defeat cancer once and for all!

Publicité|114

Khan Academy helps students adore learning through Gamified
eLearning.

Children or even most adults have a pre-occupied notion that work
involves serious stuff and play involves video games. Humans do have an
inborn desire to learn, but for some reason, the current curriculum
doesn't motivate children to learn the way they’re supposed to. What
makes matter worse is that many schools are getting their budgets cut,
educators being laid off leads to children not getting suitably educated.
Khan Academy offers the perfect solution. An academy that started out
as a man tutoring math on YouTube became a huge collection of over
3000 educational videos on math, physics, chemistry, finance, and a lot
more, with millions of viewers. Khan Academy incorporates gamification
strategies like the “skill-growth trees” to unlock new classes and acquire
extra skills. People who previously believed that they could never be
good at math are now enjoying the subject, thanks to the expertise by
Khan and a little bit of Gamification.

SuperBetter helps you Redeem yourself from Setbacks and
overturn your Life.

This is a website created by game innovator and known speaker
Jane McGonigal. This site is unique because Jane herself once got
into a brain concussion & her doctors weren't positive about her
condition. To her credit, Jane used her game design expertise to
formulate the first interpretation of SuperBetter, a site to help
people achieve their aspirations by strengthening physical,
intellectual, emotional, and social resilience.

OPower enables mindful energy consumption.

Energy is a serious issue in the world. It powers a nation’s
effectiveness to produce and transport, but also leads to war in
some cases. OPower works to crack these problems by applying
gamification to encourage people to use alternative energy.
OPower works with utility companies to deliver families with data
on how much energy they're consuming, how they match up with
neighbours, and if they're close to any new milestones.
Compellingly, people are consuming on average 2 less energy,
which in 2012 led to over 1 Terawatt of energy savings in the world.
This equates to $120,000,000 in utility bill savings and reduced
pollution equal to keeping 100,000 automobiles off the road.

Publicité|115 Reference-
https://yukaichou.com/gamification-examples/top-10-
gamification-examples-human-race/

Tips to attract target audience using

gamification marketing- Consumer's

point of view.

Businesses need creative marketing - CHETHNA AND AVISHI
strategies to spread their I BCOM MM

company message, promote their brand,

find ways to attract their customers and

also engage with them. And businesses’

valuable secret is customer loyalty.

The technique of gamification comes

in handy. Marketing strategies that

involve some sort of gamified element

or game mechanics like points,

countdowns and bonuses to incentivize

their customer, which generates a high

return for businesses -GAMIFICATION.

It happens to build brand loyalty,

encourage repeat purchases and so

on. Below is some feedback from us, as

consumers.




Social media interaction

Effective communication makes all

of us happy. By interacting directly

with the brand without any third

person’s involvement saves us a lot

of time and energy. Social media is

the best way to make it possible.

And not to forget about how active

we are on social media. All we

wanted is to get all the updates

from one single place which makes it

very convenient. Enhancing the

gamification market in this field

Publicité|116 could be recommended and
favourable as well.

Keep game complexity simple
Having too many elements in the

game increases the cognitive
load on us as consumers, making
it harder to learn and making us

tired of continuing, ultimately
making us lose our interest.

Instead of just designing a game,
this strategy should merely be
about game mechanics.
Therefore, we as participants
should, interestingly, seek the
hope of attaining the end goal
from the given activity. So the
goal must be challenging and
thrilling yet achievable and
exciting.

Reward customers for actions, not just completion.
It's not enough to only reward those who are

achieving the goal. As mice on a runway get closer
to a food pellet, they run faster, similarly, as when
people know how close they are to the end, this is
where curiosity increases. All consumers, in
different ways, are drawn to goals. The closer we
are to achieving the end goals, the more
motivation we are required to keep doing further.
There should be proper reward systems during the
process of activity or sharing content about
different brands, which brings loyalty towards the
brand. Teleflora can be considered in this, it
offers points for the reviews and comments left
and customer questions answered. In addition to
the rewards, it showcases the leaderboard of
users with the highest points, which incentivizes
some of us, who like being publicly recognized for
our merit.

Publicité|117

Game of an experience
While incorporating gamification, we

consumers expect straightforward,
rather than designers necessarily being

clever. For instance, there are many
people out there who are interested in

joining military courses, so pubg and
games alike would give such people an

experience of the same.
Time management is the key:
The key point is that there is a huge
difference between spending time and
investing time. As all of us are engaged
in our day to day life. It is obligatory to
ensure that the games or activity does
not take up much of our time.

The essence of time management in
portraying the company’s skills through
the idea of gamification is necessary so

that it doesn’t keep us engaged for a
long time resulting in unwillingness to
carry it further. For example, recently,
the brand Myglamm surveyed the form
of a questionnaire which didn’t take
much of our time to reach the end and

after a few minutes, we knew the
rewards were on our way. This way
many people started reaching out to

the brand

Publicité|118

Come up with creative rewards
Back on the topic of rewards, being
honest, materialistic rewards, prizes
like certificates, medals, etc aren’t

effective enough to get ourselves
engaged with the brand and

continue to be boring further. We,
consumers, expect important

productive rewards and those that
are connected with professional

recognition and advancement, like
saying: a Linkedin recommendation

from a VP, offer an employment
opportunity in their own company,

etc.

slehAaotWDhrugenehld,osilgiaeagbaslnkemtwehgseeaekaonnltwmmllo,ywhetehwiaeiemcltrceleohtpehdrlsyseeoige.vnuttevaooarinnbsaagtulpce,bahpstjdeihleuyvecsviicrtenete.ooiunr
GgtahaaebmmyuiesfwaiiscnroeeharasktfisiovonTertongco.teiconiYdmoobn,npeuepcr
allocuavrvoadyliyilsneunea:ngcnitrtaytesuraprysnthueasacncisndeetsoiofsf.

Publicité|119

class
2019-

Publicité|120

of
2022

Publicité|121

Publicité|122

Publicité|123 C
L
A
S
S
O
F
2
0
2
0
-
2
3

Class of 21-24
Publicité|124

Class of 21-24
Publicité|125

ACROSS :IT’S ALWAYS THE SMALL PIECES THATAnswers
MAKE THE BIG PICTURE.
2. PROFIT 7. NORTH AMERICA 8. CONUNDRA 10. 2008 12. DIGITAL 13. TRAVEL 16. BUNCHBALL 18. STARBUCKS 19. DELOITTE
- B Priyadharshini- I BCom MM
DOWN
1. NIKE 2. PIZZAHERO 3. RIBBONHERO2 4. SCAVENGERHUNTS 5. BRAND 6. SOCIALLY 9. 70 11. FAMELEAGUE 14. SANPublicité|126
FRANCISCO 15. EYESPY 17. BADGE

2. The central objective of gamification 13. Goibibo is an example of
as a marketing tool is to boost sales and gamification for _____.
increase __ ____
16. First gamification platform.


7. The country that has contributed the 18. The brand to leverage the concept
maximum to gamification approach and of gamification to enhance the brand’s
proposal. experience and in turn, drive sales as
well by introducing the “My Rewards
8. First gamification consulting firm. Programme”.

10. The first appearance of the term 19. ______ Leadership Academy, an
gamification was in the year ___ executive training program, increased
by 46.6% the number of users that

returned daily to their platform by
12. Gamification-The future in _____ embedding gamification mechanics
marketing into it.

1. One among the few companies to 9. Gamification in e-learning has proved
successfully implement Gamification in to be _______ percent more effective
their product promotion strategy. in engaging and motivating than
traditional courses.

2. An app created by Domino’s Pizza


that lets customers create their own 11. A gamification technology platform
pizza. that drives fantasy stock market web
applications for sports, people, and
3. The game released by Microsoft as show business.
an add-on to their office productivity
suite to help train people to use it

effectively.
14. First gamification summit was held in
4.One among the practical ways used ___.
by e-commerce stores to improve their
site engagement ten fold. 15. M&M’s pretzel game launched in
2013 to amplify the company’s pretzel
5. One of the goals of gamification marketing campaign by creating a fun
marketing is building ____ loyalty way to boost user engagement.

6. The different ways in which a

leaderboard can be sliced in a 17. One of the gamification elements
gamified system are local, _____, in the form of rewards that symbolize
contextually, and timely. the achievements of learners.





Publicité|127

OUR SEPNOTNHSUOSRIASSTIC

Publicité|128

Publicité|129