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- Title
Let's play! Gamification as a marketing tool to deliver a digital luxury experience.
- Authors
Milanesi, Matilde; Guercini, Simone; Runfola, Andrea
- 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.
- Subjects
GAMIFICATION; DIGITAL technology; LUXURIES; SOCIAL networks; DIGITAL media
- Publication
Electronic Commerce Research, 2023, Vol 23, Issue 4, p2135
- ISSN
1389-5753
- Publication type
Article
- DOI
10.1007/s10660-021-09529-1