Mustafa, K., Al-Jabri, A., Al-Said, S. (2022). Gameplay as a design strategy in interactive advertising. International Design Journal, 12(1), 381-392. doi: 10.21608/idj.2022.215196
Kholoud Ali Mustafa; Attiyat Mohammed Al-Jabri; Samar Hany Al-Said. "Gameplay as a design strategy in interactive advertising". International Design Journal, 12, 1, 2022, 381-392. doi: 10.21608/idj.2022.215196
Mustafa, K., Al-Jabri, A., Al-Said, S. (2022). 'Gameplay as a design strategy in interactive advertising', International Design Journal, 12(1), pp. 381-392. doi: 10.21608/idj.2022.215196
Mustafa, K., Al-Jabri, A., Al-Said, S. Gameplay as a design strategy in interactive advertising. International Design Journal, 2022; 12(1): 381-392. doi: 10.21608/idj.2022.215196
Gameplay as a design strategy in interactive advertising
2Professor of Design, Advertising Department, Faculty of Applied Arts, Helwan University
Abstract
Recently, there has been an excessive increase in the number of mobile phone users, as well as the human tendency to search for fun and entertainment, which made the study of the application of gamification as a design strategy to present the advertising idea and reach the target audience, whether through interactive advertising on mobile phones through electronic applications or through design Interactive ads based on gamification in a way that ensures influence in the audience and achieves stabilization of the mental image, as the number of phone users for the year 2019 reached about 5.11 billion users, an increase of 100 million, which is equivalent to 2% from last year, at a rate of 67% of the total people around the world, and there are 3.48 billion An active user on social networking sites in 2019, equivalent to an increase of 9% over last year, so that the percentage of active social networking site users became 45% of the total people around the world, while users of social networking sites via smart phones amounted to about 3.26 billion people in January 2019, an increase of 10 % compared to last year, so that the rate of users of social media via smart phones is 42% of the total people around the world, as the general goal of playing is to As the user, to participate and interact in some activities or communities by providing a non-typical experience, which can be employed to achieve a variety of goals, and the phenomenon of the public’s tendency in different groups and classes to use electronic applications on mobile devices and the attraction to advertisements of an interactive nature in terms of the way of presenting The advertising idea based on using himself as an individual within the advertisement and the human search for fun and fun in that it is not related to an age stage, and by employing gamification can help increase brand awareness, affinity, and buy intent by pushing the audience to spend more time on the website of the organization Or her social media pages often. With the continuous development in the field of advertising design and interactive methods, we can employ and use gamification in the design of interactive advertisements in an innovative way to create a positive and strong impression on existing customers and attract new customers as well as to influence the behavior of the target audience and from here the research problem appears, which can be summarized in an attempt to answer the two questions How can an ad designer employ visual and interactive gameplay mechanics to design interactive ads? What are the design strategies that can be employed in the design of interactive advertising that is based on gameplay mechanics? The research aims to employ gamification as a design strategy in interactive advertisements to create a positive and strong impression on current and new customers, as well as to influence the behavior of the target audience. Then, some empirical models were conducted to verify the results of the theoretical and analytical studies. Results: The study showed that the strategy of gamification as a design strategy has a significant impact on highlighting the advertising message in a different way that attracts the attention of the recipient and raises his interest in the midst of the various advertising messages. And that the application of the strategy of gamification as a design strategy creates an enjoyable experience for the recipient and an atmosphere of fun and entertainment, which achieves a new experience for the recipient and raises his attention towards the experience of the advertised commodity or product.
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