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Level Up! Gamification als Instrument zur Kundenbindung im Zeitalter der Spielemechanismen

Level Up! Gamification als Instrument zur Kundenbindung im Zeitalter der Spielemechanismen

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,3, Hochschule RheinMain - Wiesbaden Rüsselsheim Geisenheim, Sprache: Deutsch, Abstract: Second Life, Die Sims und World of Warcraft; Angry Birds und Farmville; Das Spiel des Lebens und die Fußballweltmeisterschaft: Die Welt der Spiele ist nicht nur besonders vielseitig, sondern auch unheimlich wandlungsfähig. Haben digitale Spiele einst das echte Leben nachgeahmt, lassen innovative Unternehmen heute durch den Einsatz moderner Technologie, die Realität wie ein Spiel aussehen. Sicherlich hat jeder beim Einkaufen schon einmal die Frage gestellt bekommen: Sammeln Sie Punkte? Was heute unter sogenannten Loyalitätsprogrammen bekannt ist, erreicht im Zeitalter der Spielemechanismen unter dem Schlagwort Gamification ein nächst höheres Level. Das Ziel von Unternehmen ist es, Mechanismen aus Computerspielen so gezielt einzusetzen, dass eine Verhaltensänderung sowie ein höherer Grad an Engagement beim Kunden erreicht wird. Betrachtet man die Zahlen des Marktforschungsinstituts Newzoo, wird schnell ersichtlich, dass Spiele heute in der Mitte der Gesellschaft angekommen und allgegenwärtig sind. Den Analysten zufolge, gibt es 36 Mio. aktive Spieler in Deutschland, die pro Tag insgesamt 47 Mio. Stunden spielen. Weiterhin wurde errechnet, dass im Jahr 2011 allein in Deutschland 4,6 Mrd. Euro für Spiele ausgegeben wurden. Führt man sich dies vor Augen, ist es laut Zukunftsforscherin Nora Stampfl kein Wunder, dass Unternehmen die besondere Macht der Spiele für sich entdeckten. Die Macht, Spieler in den Bann zu ziehen und deren Engagement zu wecken, was wiederum den Weg zu höherer Kundenloyalität ebnet. Genau das wird in Zeiten des Internets und der Informationsüberflutung immer wichtiger, da Unternehmen die Fähigkeit verloren haben, den Kunden einzureden, was sie brauchen. Gabe Zichermann, Organisator des Gamification Summit, sagte 2011: "Games are the only forc


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Product Details
  • ISBN-13: 9783656433927
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3656433925
  • Publisher Date: 05 Aug 2013
  • Height: 210 mm
  • No of Pages: 32
  • Series Title: German
  • Weight: 54 gr


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