4A’s StratFest 2019 Game Design and the Future of Advertising

Mark Mulvey, Strategy Director, Critical Mass

Marketers are expected to build immersive, connected brand experiences with encounters and rewards—the types of new worlds game designers have long built. This discussion explains how the world-building techniques of game design apply to marketing.

“I’m not a fan of ‘gameification,’ co-opting and extracting something from the user. It’s insincere—typically, it’s just an online marketing technique to encourage engagement with a product or service. I prefer ‘gamefulness’—marketing that applies the positive traits of a game, such as motivation, the pursuit of challenges, perseverance, and a passion for learning new skills.”

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