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Management & Marketing no. 4/2013
Gamification applied in affiliate marketing. Case study of 2Parale
Adrian Vicenţiu SALCU,
The Bucharest University of Economic Studies, Romania Carmen ACATRINEI, The Bucharest University of Economic Studies, Romania
Abstract. This paper is centered
upon the application of gamification
in an affiliate network present on the
Romanian market. The first part
covers the definition of gamification
and basic theoretical aspects related,
such as gamification elements and the
pyramid, the D6 Design Framework,
as well as possible environments
where gamification can be applied
and the design process behind it. The
research focuses on the case study of
2Parale.ro, the affiliate network
which has developed gamified
campaigns and had outstanding
results. There were employed game
elements to boost both the affiliates
and the advertisers' engagement, to
generate more leads and increase
sales. Three campaigns are analyzed
by taking into account the game
elements introduced in each
campaign, assessing the value that
the newly introduced elements had
and how they affected the reaction
and engagement of the affiliates, the
last campaign managing to sell in
one day more than the first two
combined. Finally, there are
presented the elements from the
gamification pyramid employed, the
results obtained and some
conclusions are drawn based on
which we offer some
recommendations for future
development of gamification applied
in the selected business.
Keyword: gamification, affiliate
marketing, gamification elements, D6
gamification design framework,
2Parale challenges.
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