Gamification for Small Business and Startup Marketing

Ing. Daniyar Nygmanov

Master's thesis

Abstract:

This Master thesis addresses the issue of gamification as a marketing strategy for businesses, especially small enterprises and startups. Since gamification is usually used effectively for the promotion of medium- and large-scale companies that aim at maintaining and promoting their market positions in the environment of high competition, its applications to small companies are perceived to be costly and, therefore, omitted or implemented much later. In light of this, this paper conducts a comprehensive review of academic literature and investigates case studies related to gamification. Based on the solid theoretical background, it further carries out a rigorous analysis of a selected company in order to find out whether the application of gamified techniques is effective for business and educational outcomes, as perceived by employees and clients, and whether it triggers customer loyalty and thus may serve as part of firm’s marketing strategy. Based on the findings, a set of recommendations is designed.

Abstract:

This Master thesis addresses the issue of gamification as a marketing strategy for businesses, especially small enterprises and startups. Since gamification is usually used effectively for the promotion of medium- and large-scale companies that aim at maintaining and promoting their market positions in the environment of high competition, its applications to small companies are perceived to be costly and, therefore, omitted or implemented much later. In light of this, this paper conducts a comprehensive review of academic literature and investigates case studies related to gamification. Based on the solid theoretical background, it further carries out a rigorous analysis of a selected company in order to find out whether the application of gamified techniques is effective for business and educational outcomes, as perceived by employees and clients, and whether it triggers customer loyalty and thus may serve as part of firm’s marketing strategy. Based on the findings, a set of recommendations is designed.

Keywords

Gamification, Marketing, Business Loyalty, Education, Survey, Case Study, Motivation, Engagement

Language used: English

Date on which the thesis was submitted / produced: 3. 5. 2017

Thesis defence

• Date of defence: 23. 8. 2019
• Supervisor: Mgr. Ing. Dominik Stroukal, Ph.D.
• Reader: Ing. Jan Rožek

University of Finance and Administration

Master programme / field:
Economics and Management / Business Management and Corporate Finance