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  • Gamification in Mobile Apps as a Tool of Integrated Marketing Communications: Methodological Foundations and Practical Implementation

Gamification in Mobile Apps as a Tool of Integrated Marketing Communications: Methodological Foundations and Practical Implementation

Student: Karavaev Artem

Supervisor: Ekaterina Lobza

Faculty: Graduate School of Business

Educational Programme: Marketing Communications and Advertising in Modern Business (Master)

Year of Graduation: 2018

In the master's thesis the theoretical analysis of gamification technology (application of game elements in non-game environment) was applied. The concept of gamification was weakly researched in previous papers and there were no links between gamification and marketing goals. In this paper both expert and customer researches were conducted. As a result, empirical findings on the prospects of technology development in the Russian market were provided.

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