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Gamification in Entertainment Industry: Glimpses From Indian Film Industry
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Author(s): Savita Sharma (Ansal University, India)and Adarsh Somani (New Delhi Institute of Management, India)
Copyright: 2019
Pages: 8
Source title:
Application of Gaming in New Media Marketing
Source Author(s)/Editor(s): Pratika Mishra (Presidency University Bangalore, India)and Swati Oberoi Dham (New Delhi Institute of Management, India)
DOI: 10.4018/978-1-5225-6064-7.ch014
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Abstract
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.
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