Innovation and use of gamification in the enterprise—Selected cases

Abstract

Enterprises facing escalating consumer switching and disenchantments are turning to innovative solutions for bringing about improved customer engagement. This in turn shall bring survival and growth in an environment of fierce competition. The present article explored the strategic adoption of gamification as a promising intervention to address the issue of customer engagement. Real-world cases from Indian enterprises, including Flipkart, Swiggy, Paytm, and Dream11, showcased how gamification enhances customer engagement and drives market disruption. These companies were selected based on their industry influence and innovative gamification strategies, drawing from secondary data sources. Utilizing multiple cases allows for a comprehensive analysis, offering broader insights beyond a single-case study approach. This case study encouraged the method of open discussion to identify the benefits and potential drawbacks of gamification interventions after going through the cases. © Association for Information Technology Trust 2024