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Gamified Brand Engagement in the Metaverse Strategies for Customer Loyalty
Abstract
Gamification and the metaverse are reshaping brand engagement by offering immersive, interactive experiences that go beyond traditional marketing. This chapter examines how combining game elements with virtual environments fosters emotional, cognitive, social, and transactional engagement, enhancing customer loyalty. Gamification encourages active participation through challenges and rewards, while the metaverse provides a 3D digital space for real-time interaction. Case studies such as Sunsilk City and Hyundai Mobility Adventure on Roblox show how brands use avatars, storytelling, and virtual simulations to connect with tech-savvy consumers. Sunsilk empowered young women through educational games, while Hyundai showcased future mobility in themed digital parks. Key strategies include personalization, emotional connection, continuous engagement, and seamless brand integration. These gamified metaverse experiences offer brands an innovative way to build lasting relationships with their audiences.
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