Differences

and Similarities Between

Games
and Gamification

Nikita Lyalin
Marketing
 Structure

 Definition of games and gamification

 Similarities between games and gamification

 Differences between games and gamification

 Case study

 Conclusion
 Definition
.
.
.
.
.
.

What are games?

 Voluntary participation
 A set of rules
 Artificial obstacles
 Quantifiable feedback
 Game elements: goal, autonomy opportunities,
feedback
 Definition
.
.
.
.
.
.

What is gamification?
 Based on games
 Is a type of data collection:
- badges
- social surveys
- social media
 Similarities between games
and gamification

 Engagement
 Commercial gain
 Change in behaviour
 Game elements
Similarities between games
and gamification: game
values

 Self-discovery value
 Transcendent value
 Narrative value
 Knowledge value
 Differences between games
and gamification

 Win/lose state
 Intrinsic vs extrinsic value
 Play vs participation
 Design processes
 The outcomes in terms of user data and behaviour
Case study

Starbucks® reward programme

 Goal: enhance customers’ engagement for commercial
gain
 Design process: customers sign up, gain stars and level up
 Transcendent value: customers reach goals
 Extrinsic motivation: customers get benefits
 Customers never lose
 Self-discovery and knowledge value: customers learn
about their preferences and learn about new items
 Customers change their behaviour: they buy new items
 Conclusion

.01 .02

Share game values and Have different motivations

elements and end goals

.03 .04

Play a significant role in Improve customer

customer loyalty experience
 References

 Adamou, B. (2018). Games and gamification in market research: Increasing consumer engagement in research for Business

Success. Kogan Page Ltd.

 Goethe, O. (2019). Gamification mindset. Springer International Publishing.

 Kapp, K. M. (2012). The gamification of learning and instruction game-based methods and strategies for training and Education.

Pfeiffer.

 Palmer, C., & Petroski, A. (2016). Alternate reality games: Gamification for performance. CRC Press.

 Starbucks®. Starbucks Coffee Company. Retrieved May 22, 2022, from https://www.starbucks.com/rewards
Thank you
for attention
Differences
and similarities between
games
and gamification

Nikita Lyalin
Marketing