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Dark Gamification: A Tale of Consumer Exploitation and Unfair Competition
Abstract
Gamification has captivated the interest of consumers from all spheres of life, and marketing holds a dominant position. It enhances customer engagement and loyalty through non-gaming context like social media marketing, e-mail marketing, and customer relationship management. Gamification's growing use in the service environment has caught the attention of practitioners and marketers alike. However, everything has a positive and negative aspect, and gamification is no exception. Although there are many studies on gamification in the marketing arena, there are very few primary and secondary studies that focus on the negative side of gamification. In this chapter, the authors explore this lesser attended side of gamification with focus on addiction, exploitation, manipulation, and unfair competition. To address these issues, gamification designers must employ game design aspects that limit overuse and remove focus solely on extrinsic incentives. The authors feel that this study can help gamification specialists and marketers prevent harmful consequences by minimizing certain game design aspects.
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