Gamification elements in event marketing

Abstract

We consider the specifics of using gamification elements in event marketing from the standpoint of involving and retaining participants in special event. Gamification is defined as the use of game mechanics in non-game situations. Gamification techniques are used in education, business, and marketing. In the promotion system, gamification techniques demonstrate consistency in the struggle of companies and brands for the attention of the audience. The work clarifies the boundaries of the concepts of “game” and “gamification”. As the established practice shows, gamification can be used at various stages of the implementation of special event: at the stage of announcement, at the stage of greeting and meeting participants before the start of event, gamification elements can be included in the structure of individual blocks of special event. Gamified solutions can be used to collect feedback at the end of event. When using gamification elements in event marketing, it is important to follow a number of rules, namely: gamification should have a clear, achievable goal that is relevant for the player; gamification rules should be clear to participants; gamification should have simple tasks to complete; game mechanics should fully and accurately reflect the progress of the player; you cannot completely turn the gamification process into a game and offer only virtual achievements for participation, etc.