Gamification as a Tool to Increase Sales and Customers Loyalty on Example of Burger King and Dominos Companies

The work is devoted to the research tool gamification as a tool to increase sales and increase customer loyalty. Gamification comes from the English word game, and means giving the client the opportunity to play the game. However, the concept of gamification includes not only the games themselves, but the basis of using of gaming techniques, where the consumer can gain experience of competitition, as well as the formation of incentives and rewards for them. Examples of gamification are contests, competitions, cumulative scoring system. The introduction of gamification bacame possible thanks to the emergence of new technologies.  The results of the study showed that gamification is a cheap implementation tool, affecting the company's operating profit. The study also formed a unique theoretical model based on based on experence by two firms "Burger King" "Domino's", through the use of which firms can integrate the tool into their business. This model assumes the use of two modern technologies of digitalization and gamification. The main goal of the game is the creation of a new product for the company, which has a positive impact on the development of the company, and also stimulates growth in sales and customer loyalty.