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Gamification could be a useful marketing technique that involves the use of game elements and design in real-life contexts. This book seeks to understand the benefits that can accrue to organizations using gamification techniques in developing meaningful experiences and relationships with brands and their target market. In this line of thinking, this approach adds value to users, as well as to organizations by increasing their engagement. To achieve it, this book proposes a model for SME based on the different strategies used to stimulate, promote and influence the different target audiences, with the purpose of obtaining a resulting gamification strategy.

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Teotónio, Nuno Manuel
Nuno Manuel Teotónio holds M.Sc. in Marketing, ISMAI, Maia, Portugal. Works as a consultant in digital marketing and researcher in the fields of gamification and inbound marketing. José Luís Reis has a PhD in Technologies and Information Systems. Teaches in ISMAI and IPAM. Author of articles and books in the information systems and marketing areas.

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