Gamification Applicatıons in Marketing: Examples of Gamification From Turkey and The World

Engin Yücel

Makale detayları

Gamification Applicatıons in Marketing: Examples of Gamification From Turkey and The World

Yazarlar:

Engin Yücel

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

İzmir Yönetim Dergisi Vol.4 Issue 1, pp.20-30

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295759

pISSN:

2757-637X

Anahtar kelimeler:

Özet:

 With the development of internet technologies, in recent years, gamification has become a concept that attracts great attention by practitioners and researchers in the field of marketing as well as in many areas. Gamification, which is expressed as a set of methods used to motivate individuals to take action, has turned into an effective method used to strengthen the relations of brands with consumers. Besides gamification comes to the forefront as a new marketing approach applied by many businesses today, it is predicted that its scope will gradually expand in parallel with the development of internet technologies. This situation reveals the necessity of re-evaluating the concept of gamification periodically in the theoretical framework In this context, re-explaining the concept of gamification and evaluating it from a marketing perspective constitutes the purpose of this study. For this purpose, examples from Turkey and the world have been examined in depth by considering them within the framework of the concept of gamification. In terms of the intensity of the elements used, it has been seen that gamification applications in Turkey have a narrower scope than the applications in the world. This situation has caused differences in terms of the effects that emerged between the examples in Turkey and in the world. The use of more elements in gamification applications will bring more successful results from the point of view of businesses in Turkey.

 With the development of internet technologies, in recent years, gamification has become a concept that attracts great attention by practitioners and researchers in the field of marketing as well as in many areas. Gamification, which is expressed as a set of methods used to motivate individuals to take action, has turned into an effective method used to strengthen the relations of brands with consumers. Besides gamification comes to the forefront as a new marketing approach applied by many businesses today, it is predicted that its scope will gradually expand in parallel with the development of internet technologies. This situation reveals the necessity of re-evaluating the concept of gamification periodically in the theoretical framework In this context, re-explaining the concept of gamification and evaluating it from a marketing perspective constitutes the purpose of this study. For this purpose, examples from Turkey and the world have been examined in depth by considering them within the framework of the concept of gamification. In terms of the intensity of the elements used, it has been seen that gamification applications in Turkey have a narrower scope than the applications in the world. This situation has caused differences in terms of the effects that emerged between the examples in Turkey and in the world. The use of more elements in gamification applications will bring more successful results from the point of view of businesses in Turkey.

 With the development of internet technologies, in recent years, gamification has become a concept that attracts great attention by practitioners and researchers in the field of marketing as well as in many areas. Gamification, which is expressed as a set of methods used to motivate individuals to take action, has turned into an effective method used to strengthen the relations of brands with consumers. Besides gamification comes to the forefront as a new marketing approach applied by many businesses today, it is predicted that its scope will gradually expand in parallel with the development of internet technologies. This situation reveals the necessity of re-evaluating the concept of gamification periodically in the theoretical framework In this context, re-explaining the concept of gamification and evaluating it from a marketing perspective constitutes the purpose of this study. For this purpose, examples from Turkey and the world have been examined in depth by considering them within the framework of the concept of gamification. In terms of the intensity of the elements used, it has been seen that gamification applications in Turkey have a narrower scope than the applications in the world. This situation has caused differences in terms of the effects that emerged between the examples in Turkey and in the world. The use of more elements in gamification applications will bring more successful results from the point of view of businesses in Turkey.

 İnternet teknolojilerinin gelişmesi ile birlikte son yıllarda oyunlaştırma pek çok alanda olduğu gibi pazarlama alanında da uygulayıcılar ve araştırmacılar tarafından yoğun ilgi gören bir kavram haline gelmiştir. Bireyleri yapılacak olan eyleme motive etmek amacıyla kullanılan yöntemler bütünü olarak ifade edilen oyunlaştırma, markaların tüketicilerle ilişkilerini güçlendirmek amacıyla kullanılan etkin bir yönteme dönüşmüştür. Oyunlaştırma, günümüzde pek çok işletme tarafından uygulanan yeni bir pazarlama yaklaşımı olarak ön plana çıkmakla birlikte internet teknolojilerinin gelişmesine paralel olarak kapsamının giderek genişleyeceği öngörülmektedir. Bu durum, oyunlaştırma kavramının dönemsel olarak kuramsal çerçevede yeniden değerlendirilmesi gerekliliğini ortaya koymaktadır. Bu kapsamda, oyunlaştırma kavramının yeniden açıklanması ve pazarlama perspektifinden değerlendirilmesi bu çalışmanın amacını oluşturmaktadır. Bu amaç doğrultusunda, Türkiye ve Dünyadan örnekler oyunlaştırma kavramı çerçevesinde ele alınarak derinlemesine incelenmiştir. Kullanılan unsurların yoğunluğu açısından Türkiyedeki oyunlaştırma uygulamalarının, Dünyadaki uygulamalara göre daha dar bir kapsama sahip olduğu görülmüştür. Bu durum, Türkiyedeki ve Dünyadaki örnekler arasında ortaya çıkan etkiler açısından da farklılıkların oluşmasına neden olmuştur. Daha fazla unsurun oyunlaştırma uygulamalarında kullanılması, işletmeler açısından Türkiyede daha başarılı sonuçların ortaya çıkmasını beraberinde getirecektir.

Makale detayları

Gamification Applicatıons in Marketing: Examples of Gamification From Turkey and The World

Yazarlar:

Engin Yücel

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

İzmir Yönetim Dergisi Vol.4 Issue 1, pp.20-30

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295759

pISSN:

2757-637X

Marketing

Game

Gamification

TechnologyPazarlama

Oyun

Oyunlaştırma

Teknoloji

Sayı

Makale detayları

Yazarlar: Engin Yücel

Yayıncı: Dokuz Eylul University

Ana Başlıklar: İşletme

Dergi: İzmir Yönetim Dergisi Vol.4 Issue 1, pp.20-30

Belge Tipi: Makale

Yayın Tarihi: 11/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001295759

pISSN: 2757-637X

Sayı

Yazarlar:

Engin Yücel

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

İzmir Yönetim Dergisi Vol.4 Issue 1, pp.20-30

Belge Tipi:

Makale

Yayın Tarihi:

11/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001295759

pISSN:

2757-637X