Play Smart, Win Big: How Game Elements Can Benefit Brands

Dessart, Laurence; Baiwir, Lisa

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Play Smart, Win Big: How Game Elements Can Benefit Brands

Dessart, Laurence; Baiwir, Lisa

2025 • In The Sage Handbook of Brand Management

Editorial reviewed

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https://hdl.handle.net/2268/338443

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Keywords :

gamification, brand management, game, branding, marketing

Abstract :

[en] This chapter discusses the relevance and implementation of gamification for brand management. Its proposes a typology of gamification types used by brands, and the conditions under which they contribute best to brand objectives.

Disciplines :

Marketing

Author, co-author :

Dessart, Laurence ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing et intelligence stratégique

Baiwir, Lisa ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing

Language :

English

Title :

Play Smart, Win Big: How Game Elements Can Benefit Brands

Publication date :

2025

Main work title :

The Sage Handbook of Brand Management

Publisher :

SAGE

Peer reviewed :

Editorial reviewed

Available on ORBi :

since 11 December 2025

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