• Yevgeny Romat
  • Yuliia Biliavska
Keywords: gamification, brand, management, technology, management, marketing, transformation


The use of game elements and technologies in non-game contexts (gamification) is an important trend in many spheres of modern life. In the organizational context, gamification, as a rule, is typically perceived in a narrow, managerial way, and exploits game culture only partially. The article is devoted to summarizing the positive and negative experience of domestic and foreign companies in the field of application of game technologies in the process of marketing communications and enterprise management. Given that gaming as a whole is considered to be the use of game elements and game mechanics in a non-graphical context, the feasibility of its use in personnel management and work with consumers is substantiated. The article analyzes the features of transformative game-based technique aimed at the formation of stable changes in motivation, attitudes, psychological qualities and behavior of both individuals and social groups. However, their scope is generally limited to social and psychological issues. At the organizational and managerial context, the key factors of success of transformative game-based technique include the reflexivity of the participants in terms of the objectives of game and gaming experience, opportunity for open behavior of the parties, restricted quantification of players’ achievements and managerial control, increased social interaction and interdependence, social and psychological profiling of participants.
The basic principles and principles of gaming technology are considered and it is concluded that this is one of the topical directions of brand management development. Gamification in general, as well as meaningful gamification and role-playing games on the basis of modern technologies in particular, have great potential that can be used for personal and organizational development, but this potential remains today largely unrealized, and specific mechanisms for the integration of game technologies into practice are poorly known.

Economics, management of sectors and enterprises