Abstract
This paper aims to investigate the features of gamification as a digital marketing tool to deliver a digital luxury experience. The paper employs the qualitative methodology of case study and presents a case of a multi-brand luxury company adopting gamification through the development of a game app. Four features of the gaming luxury experience are discussed: individual and collective gaming experiences, exclusiveness through rarity in luxury gaming, social networking and virtual influencing marketing mechanisms, and cross-fertilization between gaming and e-commerce. The paper expands the knowledge on gamification by highlighting its main features as a digital marketing tool for luxury companies and the benefits it can bring in terms of consumer experience, engagement, and sales. It also contributes to studies on luxury companies by discussing gamification as a means to create digital luxury experiences, particularly suitable for the new generations of consumers, such as Generation Z.
Highlights
The COVID-19 crisis has heavily affected the luxury goods industry in 2020
The paper answers the following research question: what are the features of gamification as a marketing tool to deliver a digital luxury experience?
5 Discussion 5.1 Digital luxury experience through gamification: three co‐existing levels The MZQ case with the development of the VER5 game app allows us to advance some reflections on the relationship between gamification and the digital luxury experience
Summary
The COVID-19 crisis has heavily affected the luxury goods industry in 2020. The findings from the 19th edition of the Bain & Company Luxury Study, released in collaboration with Fondazione Altagamma, the Italian luxury goods manufacturers’. The paper answers the request of providing empirical investigation on gamification aimed at understanding the tangible benefits it can bring to companies in terms of consumer experience, engagement, and, to a later extent, conversions into sales, which are relevant for luxury companies with an e-commerce website. It contributes to studies on digital luxury experiences suitable for the online world and the new generations of consumers, such as Generation Z. The paper discusses findings and concludes with theoretical, managerial implications, and future research directions
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