||About the Author||Mikolaj Dymek is an Associate Professor in the Department of Media and Communication Science at Mid Sweden University, Sweden. | |Peter Zackariasson is an Associate Professor in Marketing in the School of Business, Econ
At the turn of the century the term "gamification" was introduced as a concept to understand the process of using game mechanics in "non-game" contexts. The impact of gamification was soon evident to business practices where it had impact both on marketing and, more broadly, on the organizations themselves. As the number of individuals playing video games grows, there seem to be an acceptance of game mechanics elsewhere. Its effectiveness is highly dependent on both ...
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