GAMIFICATION AS A NEW TREND IN THE CO-CREATION PROCESS

Ivo M F M Rodrigues,João M Lopes,Nuno F M Soares,José C Oliveira,Jorge M N G Lopes

doi:10.1590/1678-6971/eramr210132

Ivo M F M Rodrigues, João M Lopes + Show 3 more

Open Access

https://doi.org/10.1590/1678-6971/eramr210132

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Abstract

ABSTRACT Purpose: Interaction through the use of social media, smartphones, and online games is increasingly growing. Regarding games, it is estimated that part of the population spends more than 12 hours a week in interactions provided by online games. In this context, the objective of the present research is to study and deepen the connection between co-creation and gamification applied to the services sector. Originality/value: This research aims to contribute to the gap reduction in the existing literature in the areas of gamification and co-creation applied to the services sector. The fact that the research is applied to a peripheral region of Europe and to a different business sector contributes to a better understanding of the relationship established between gamified co-creation and the business sector in these types of regions. It also helps companies in the process of developing and implementing new strategies. Design/methodology/approach: By using a qualitative methodology, seven interviews were carried out in different companies located in Portugal and operating in the services sector. Findings: This research will allow a better understanding of the Portuguese business world and if this corporate environment is ready to work with new methodologies. It was possible to point out some good practices related to the implementation of a gamified co-creation methodology, as well as to provide an alert for the negative aspects that may arise when working under this approach. Companies acknowledge that the adoption of a gamified co-creation methodology brings some advantages and increases their competitiveness levels in the market.

Highlights

The aim of marketing strategies was focused on the triad, product, price, and promotion
The fact that the research is applied to a peripheral region of Europe and to a different business sector contributes to a better understanding of the relationship established between gamified co-creation and the business sector in these types of regions
The objective of the present research is to deepen the connection between co-creation and gamification when applied to the services sector, testing the level of acceptance of this methodology in service companies involving a business sector located in a peripheral country

Summary

Introduction

The aim of marketing strategies was focused on the triad, product, price, and promotion. They are critical for success determinants, from the 1990s on, the relationship with customers has gained a greater level of relevance ( Kotler, Kartajaya, & Setiawan, 2016). Current consumers are more informed, demanding, and ready to suggest improvements or even to participate in a co-creation process Kohler, Fueller, Matzler, & Stieger, 2011). Knowing that consumers are getting more demanding, the influence of opinion makers is becoming increasingly narrowed, compelling companies to develop their marketing focused on generations with a high digital propensity (Fuchs, 2014). An extra effort is necessary in order to grasp their attention; that is why many brands use gamification strategies to improve their engagement with these audiences (Alexander, 2019)

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