Gamification to Promote the Engagement in Healtcare and Wellness of Patients Under Therapeutic Care

The evolution of gaming in healthcare promotion evolved concurrently with the ascendance of computing technology, smart phones, facilitated by video-based 3D technology and virtual reality in the mid-eighties and nineties. Health and wellness in the twenty-first century is interlinked with the wealth of the nation and individuals and its traditional definition of physical, psychological, spiritual, social, and financial optima has seen new paradigms. The gaming technology has found groundbreaking applications in many diagnostic and therapeutic modalities to modulate the behavioral changes, simulation of virtual reality, and passage to recovery through neurologically engaging the cognitive functions with the stimuli produced. Physiological symptoms and life-threatening disorders which may caused be faced by viral inflictions (HIV, Hepatitis C, etc.) and type 2 diabetes could today be significantly managed by gaming technologies for psychosomatic management.

Click to Brick

In 2017, India witnessed a new technological revolution in new media marketing fueled by the ready availability of high speed data and the emergence of a new generation of advance visualization solutions like virtual reality and augmented reality. Brands today are now focusing on distinguishing themselves from their competitors by redefining the customer experience and engaging them into their brand story. Myntra conceived the idea of creating its own brand of clothing for the travelers called Roadster focused over the needs of new generation of tech-savvy millennial customers. After the initial success of Roadster, it decided to bring Roadster closer to the customers in the form of brick and mortar showroom, opening its first ever store in Bangalore with a revolutionary virtual reality-based gamification experience, Highway 360, for experiential personalized shopping.

Gap Between Mobile and Online Advergames

Mobile and online advergames are likely to influence brand associations differently. Regardless of the advergame environment, successful games are capable of taking the player into the flow state. How the experience of flow influences the outcomes of the advergames in different environments is a new and an important subject for the advertisers. In order to understand the outcomes (i.e., brand recall and brand attitude) of the advergames in different mediums (online vs. mobile) with the flow introduced, a lab experiment was conducted. Results of the experiment yielded that brand recall and brand attitude were different in different environments. When the interaction of skill and challenge was introduced to the study, however, hypotheses were partially supported. Furthermore, arousal resulted in better brand recall and more positive brand attitudes in the mobile environment. Lastly, time distortion caused no difference in brand attitude, while supporting mobile in brand recall.

Food Advergames and Children

Advergames are a very dynamic marketing tool for companies coupled with being interactive, fulfilled, networked, creating positive connection with consumers, provides pleasurable environment marked by two-way communication. Food advergames target children population who without knowing the persuasive content of the games engage in the play. The purpose of this chapter is to highlight the psychodynamics of food advergames, how advergames influences children's eating attitude and behavior, and also discusses about the health hazards that food advergames bring in with itself. Finally, the chapter throws light on the impact and concerns of food advergames on children's eating behavior.

Gamification and Advergaming

This chapter will expound on the concept of gamification and its adoption by various brands. It will be focusing on advergaming, which is one of the very famous applications of gamification. The chapter will elucidate the various launch details of advergaming applications by various firms and brand websites including online games, social network sites, and interactive digital television. It will also discuss the techniques underlying gamification, which include game mechanics and game dynamics, which will also reveal the impact of advergaming on consumer engagement and decision making to buy a product or not and also the benefits to the brand site. The chapter will also explain the techniques and strategies of advergaming used by various product websites nationally and internationally and their effect on consumers and the product or brand websites.

Social Media as a Marketing Tool

This chapter talks about how social media can be used as a marketing tool. Right from describing the various forms of social media, it touches upon the different methods by which social media are engaged with by a marketer. The tasks of creating awareness, generating interest, encouraging action, resulting in purchase, and doing brand advocacy are all covered. There is also a section on how the marketer can evaluate the effectiveness of these social media options both in comparison with traditional media as well as in isolation.

Nuances of Media Planning in New Media Age

This chapter aims to highlight the premises of traditional media planning process, create cognizance about the challenges that media planner today faces. A brief overview of extant literature on media planning, new media, is discussed. The author discusses media planning approach needs to consider marketing funnel and communication plan in consideration while building media plans. Further the chapter suggests a few additional steps that media planners need to consider during their future media planning exercises, given the increasing complexities in media consumption space. The author has mapped each of the media planning stages with the marketing funnel stage to emphasize that media planning is not an independent activity but needs to be closely stitched with the overall marketing strategy. Finally, future research recommendations are suggested.

Rhetoric of Advergames

Advergames bring newness and engage better with customers. However, there is debate among marketers and communication experts as to how this tool could be exploited in the field of advertising and positioning of brands to the best of their advantage. The chapter thus aims to present arresting qualities of advergames under the rubric of rhetoric and claims that a deeper and meaningful understanding of multimodal rhetoric is needed to design and create these games. Further, to understand the working of these games and how they engage with the users, two advergames have been analyzed using multimodal analysis method, and a multimodal rhetorical framework (MRF) has been proposed for the perusal of marketers and communication experts to use as per their need and discretion.

Gamification in Entertainment Industry

Gamification is a tool used for brand awareness to attract new customers and to make the present customers more loyal towards the product by making them engaged in an enjoyable manner. It has become one of the prominent topics of interest for many academicians and marketing professionals because of the simple reason that it is considered to be the one of effective ways to promote various services and products for many brands and other companies. This chapter explores gamification in the Indian film industry.

Impact of Digital Advertising Post-Demonetization in India

Technological changes led to the rise of digital advertising, advertising using internet and other technologies. In India, digital advertising is in the nascent stage with most of the transactions taking place in cash. After demonetization, the surge in the digital advertising was seen. This chapter reviews articles, news reports, journals, and books, and discusses the aftermath of the process on retail and online shopping, how it paves the way for a new trend of digital marketing, and the implications of the same on online shopping and digital payments and implications on the rural consumer. The way we communicate has changed in the past 5 years. A few years back, people were skeptical to buy online, and we never thought we would buy groceries, furniture, cloths online, but now we book our shows, tickets, everything is online and in mobile.