Preethi Mariappan is head of digital at TBWA\Raad Digital Arts. She will be discussing gamification at the Dubai Lynx ‘Badge My Brand’ workshop at 10am on 5 March
“If you haven’t heard about badges, points, becoming mayor and winning discounts, it’s safe to assume you’ve been living under a rock. Popularly referred to as ‘Gamification’, it’s been touted as the next miracle mechanic for brand engagement and loyalty.
Don’t get me wrong; this is not going to be a long-winded rant against gamification. This is going to be a long-winded rant against gamification, as largely practiced in advertising. Looking past the hype can be tough. It certainly leads you to believe badge
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