The tactical alignment: exploring gamification mechanics manifestation and execution in online video commercials in a developing nation

Authors

  • Ginn Bonsu Assibey Department of Communication Design, Kwame Nkrumah University of Science and Technology, Kumasi, Ghana

Keywords:

advertising, gamification, rule mechanics, progression mechanics

Abstract

Though the term gamification is new, its concept is not new and has been practised for ages in many fields of which marketing is inclusive. However, in the context of advertising, it is about how the gamified scenario is executed message-wise to achieve marketing objectives, which is limited in literature. To help bridge the gap, this research was conducted to unveil how game mechanics used in marketing strategies are executed in advertising design through message approaches. A qualitative method was used. Fourteen video advertisements were purposively selected from four telecommunication networks for this research. It was discovered that set-up mechanics, rule mechanics or progression mechanics or both rule and progression mechanics were used in the videos. The advertising message execution tactics that aligned with the mechanics were a slice of life, demonstration and straightforward. However, the research did not explore further the influence of video advertisements from a gamification perspective on the audience which will be ideal for further studies.

Downloads

Download data is not yet available.

Downloads

Published

2022-09-30

How to Cite

Assibey, G. B. . (2022). The tactical alignment: exploring gamification mechanics manifestation and execution in online video commercials in a developing nation. ADRRI Journal of Arts and Social Sciences, 19(3 (7) July-September), 47-57. Retrieved from https://journals.adrri.org/index.php/adrrijass/article/view/933