Unicorn startups are those that have reached an asset value of more than $1 billion. Hence, the following study focuses on exploring the use of gaming elements in the marketing campaigns carried out by the 10 most successful unicorn companies in the world. Precisely, the results show that except for Juul Labs, the others use gambling as a technique to promote products and services. In a complementary way, the central game is oriented towards socialization and the use of reward systems, highlighting the application of points, medals and position tables. In short, gamification is formalized as an instrument implemented by emerging companies, elucidating their added value in the creation of new consumption patterns.
|Translated title of the contribution||Gamified marketing in unicorn startups companies|
|Number of pages||11|
|Journal||RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao|
|State||Published - Sep 2020|
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