Using Gamification for Customer Engagement

The research made in the work concerns the topic of using gamification for customer engagement. This subject is actual in today’s business, because implanting gamification in company’s activities can significantly increase its competitiveness on the market and economic results. The main target of the graduate work is to research possibility of integrating gamification in online gaming marketplace, “Funpay” and to determine future perspectives of this activity. “Funpay” is a Russian-based online market place organizing the process of selling goods for online games and providing some in-game services. Currently, it is most popular gaming marketplace in Russian Federation. Object of research: gamification. Subject of research: instruments of gamification that allow to manage customers behavior. The work consists of introduction, three sections, conclusion, references and annexes. It is introduced on 58 pages, 5 drawings, 5 tables and 1 annex. There were used 50 sources. Primary research methods are poll and processing of secondary information about other companies. Expected result of the research is creating a gamification system in the company. The conclusion of research contains different aspects of gamification.