The Connection between Game Psychology and Consumer Psychology

The Connection between Game Psychology and Consumer Psychology
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The Connection between Game Psychology and Consumer Psychology
Introduction
Gamification is the process of including gaming mechanisms in non-gaming scenarios to influence customer behavior. Significant corporations (Oracle, eBay, Adobe, Cisco, NBC ) started implementing gamification methods into their ventures. Gamification continues to be an essential element in consumerization. Gamification occurs in a huge number of businesses, including consumer goods, media, healthcare, and retail. It exploits the emotional and linking gaming qualities though might not comprise a complete game. Most importantly, there is a strong connection between business and games such that many businesses use gaming mechanics to influence the consumer behavior.
The Connection between Business and Games
The utilization of game components, mechanics, plans, and designs is currently integrated into many elements of people’s lives, and the business sector is one of these life aspects. Wünderlich et al. (2020) supports this by claiming that “the popularity of gamification has skyrocketed and manifested in growing numbers of gamified application.” As customer engagement and retention challenges arise, businesses are trying to locate a long-term remedy because customer experiences have become increasingly significant and a success determinant in businesses. Gamification, which entails integrating gaming experiences in business, seems to be an effective tactic to increase sales and client loyalty and raise brand recognition. Including the game mechanics allows appropriate client behaviors that encompass more consumer participation, building long-term relationships with the target audiences, and, most importantly, increasing product recognition and acceptance. Engaging customers in a particular business through this game-based strategy is a crucial culture that advances business performance.
Petridis et al. (2014) relate games with business by claiming that modern enterprises frequently face problems like “rapidly evolving marketplaces, shifting labour markets, and the need to reach consumers who are increasingly engaging with a wide range of digital media, both in the workplace and during their leisure time.” Gamification is one unique way to be strategic, attract clients creatively, and in the end, address these problems. To make this increasingly real and practical, an extensive range of skills from staff is unquestionably required to embrace and implement gamification effectively to serve the purpose well. It implies that the staff, primarily those interacting with the gamification, must undergo practical training to allow them at all organizational levels to do the right thing. Moreover, several business-related aspects can be endorsed via games. For example, using game mechanics within the business context can help to increase competitiveness, creativity and innovation, engagement, motivation, collaboration, and satisfaction. Most importantly, findings reveal that the advancement of gamification and its role from the business perspective will continue to rise steadily in the following decades.
Lottery Part of the Game in Business
“Sweepstakes and contests are some of the most frequently used promotional tools. Consumers participating in sweepstakes or contests have an opportunity to win prizes through a random draw (Kalra & Shi, 2010).” Many people refer to this as a trade promotion lottery. Businesses already carrying out the lotteries or those looking forward to them are forced to observe a set of guidelines to run lottery competitions that incorporate customers as participants. Therefore, prior to performing the promotional competitions, companies always need to prepare the rules needed for the lottery to occur smoothly. These act as the terms and conditions that allow the game to happen fairly and logically. Participants and the business involved follow these rules. For instance, the businesses involved in the lottery competitions to attract these clients need to show proof of the prizes for grabs so that it can be clear to the participants regarding the game they are involved in. Another important rule is that prizes must be awarded fairly without bias; the awarding must focus on merit concerning the winners.
In a business lottery, wherever only draws determine the winners, it is obligatory to conduct the specific draws publicly for transparency, enabling the people to witness the game. Such principles, rules, or regulations for the game in business that intends to attract many potential customers might render the lotteries complicated, calling upon assistance to play correctly. When businesses initiate the lottery concept into the business, many potential customers get attracted, increase their participation, and, most importantly, raise their engagement with the company’s products and services. Furthermore, organizations might majorly use the proceeds generated from this game of chance (lottery) to gain substantial funds for different functions, including channeling these funds into society to address any arising social needs. The lotteries are practical approaches for businesses looking to raise funds that can be used in various ways, including funding the business itself or community initiatives. For example, according to Barykin (2022), “In Russia, there is a practice of holding charity lotteries” to raise funds.
How Businesses try to Gamify Shopping and Consumers
Gamification is a business-centered, innovative, and excellent idea for most businesses. Companies try to incorporate games to lure potential and existing customers, which can happen in-store and ...