Gamification as a Tool for Improving Educational Product in Online Learning

Nowadays the digitalization of businesses is occurring rapidly due to the development of IT-sphere, Coronavirus and the movement of the audience to the Internet. As a result, companies are searching the new strategies for improving and developing their products. Education belongs to the list of industries that rapidly increase their market size in the digital environment. One of the tools for these needs is the gamification. It is aimed at the improvement of marketing indicators and/or for the product development. Therefore, the work purpose is to examine the role of gamification at the improvement of an educational product and the students’ perception of this technique. To conduct an analysis of this topic, such tools as case study, survey and depth-in interviews were chosen. The study provides an outcome regarding the most widespread behavioral triggers used in game elements, review the existing practices of gamification at the education industry and the attitude of respondents towards the educational product with game elements. Keywords: Digital marketing, gamification, online education, user interface, user experience