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Gamification has been applied to almost every aspect of life. Examples of gamification in business context include the U.S. Army, which uses "America's Army" as a recruitment tool, and M&M's "Eye Spy" pretzel game, launched in 2013 to amplify the company's pretzel marketing campaign by creating a fun way to "boost user engagement." Another example can be seen in the American education system. Students are ranked in their class based on their earned grade-point average (GPA), which is comparable to earning a high score in video games. Students may also receive incentives, such as an honorable mention on the dean's list, the honor roll, and scholarships, which are equivalent to leveling-up a video game character or earning virtual currency or tools that augment game success. Job application processes sometimes use gamification as a way to hire employees by assessing their suitability through questionnaires and mini games that simulate the actual work environment of that company.


Gamification has been widely applied in marketing. Over 70% of Forbes Global 2000 companies surveyed in 2013 said they planned to use gamification for the purposes of marketing and customer retention. For example, in November, 2011, Australian broadcast and online media partnership Yahoo!7 launched its Fango mobile app/SAP, which TV viewers use to interact with shows via techniques like check-ins and badges. As of February, 2012, the app had been downloaded more than 200,000 times. Gamification has also been used in customer loyalty programs. In 2010, Starbucks gave custom Foursquare badges to people who checked in at multiple locations, and offered discounts to people who checked in most frequently at an individual store. As a general rule Gamification Marketing or Game Marketing usually falls under four primary categories;

1. Brandification (in-game advertising): Messages, images or videos promoting a Brand, Product or Service within a game's visuals components. According to NBCNews game creators Electronic Arts used "Madden 09" and "Burnout Paradise" to promote 'in-game' billboards encouraging players to vote.

2. Transmedia: The result of taking a media property and extending it into a different medium for both promotional and monetisation purposes. Nintendo's "007: GoldenEye" is a classic example. A video game created to advertise the originally titled movie. In the end, the promotional game brought in more money than the originally titled film.

3. Through-the-line (TTL) & Below-the-line (BTL): Text above, side or below main game screen (also known as an iFrame) advertising images or text. Example of this would be "I love Bee".

4. Advergames: Usually games based-off popular mobile game templates, such as 'Candy Crush' or 'Temple Run'. These games are then recreated via platforms like WIX with software from the likes of Gamify, in order to promote Brands, Products and Services. Usually to encourage engagement, loyalty and product education. These usually involve social leaderboards and rewards that are advertised via social media platforms like Facebook's Top 10 games.

Gamification also has been used as a tool for customer engagement, and for encouraging desirable website usage behaviour. Additionally, gamification is applicable to increasing engagement on sites built on social network services. For example, in August, 2010, the website builder DevHub announced an increase in the number of users who completed their online tasks from 10% to 80% after adding gamification elements. On the programming question-and-answer site Stack Overflow users receive points and/or badges for performing a variety of actions, including spreading links to questions and answers via Facebook and Twitter. A large number of different badges are available, and when a user's reputation points exceed various thresholds, the user gains additional privileges, eventually including moderator privileges.


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