Table 14 The nine strategic... | Emerald Publishing

Table 14

The nine strategic implementation models of gamification

Impact	#	Node	Model	Description	Reference
Market	1	6	Engage and persuade: Gamification for experiential marketing	This model focuses on transforming consumer engagement by integrating gamified environments, serious games and advergames into marketing strategies. Its feature lies in its ability to convert passive interactions into experiential and emotionally engaging activities. By enhancing cognitive and emotional engagement through immersive content and interactive design, the model is aligned with experiential marketing principles	(Dorcec et al., 2019; Coghlan and Carter, 2020)
	2	11	Play to perform: gamification for market-driven innovation	This model leverages mobile apps to integrate badges, challenges and collaboration tools, fostering cross-functional engagement in different business functions. It enhances innovation and creativity. These elements empower employees to address market demands, generate innovative solutions and respond to consumer needs effectively. Grounded in value cocreation and intellectual capital theories, this approach aligns efforts to deliver tangible market impact through enhanced responsiveness, product innovation and competitive positioning	(Jackson et al., 2020; Aubert et al., 2023)
	3	15	Driving excellence: Gamification for market responsiveness and performance	This model focuses on operational efficiency as the key enabler of market responsiveness. Elements like leaderboards, levels and progress tracking enhance team motivation. It prioritizes streamlined operational processes that translate into faster and more accurate responses to market demands. The emphasis on “excellence” reflects its commitment to transforming operational practices into competitive advantages, ensuring customer satisfaction	(Wut et al., 2021; Qian et al., 2022)
	4	16	From strategy to execution: gamification for market-driven agility	This model integrates a set of game elements to create a deeply engaging and immersive operational environment. Real-time feedback, retries and social interaction enhance learning and adaptability, aligning operational processes with customer expectations and market demands. Its emphasis is on operational agility, ensuring employees can align their processes with shifting customer expectations	(Feng et al., 2020; Behi et al., 2021)
Organizational	5	1	Simulated success: Gamification for organizational transformation	This model stands out for its exclusive reliance on simulation games, designed to replicate real-world scenarios for organizational learning. Its characteristic is its focus on providing risk-free environments for employees to experiment with strategies. It prioritizes experiential learning by offering realistic simulations, making it ideal for testing and refining organizational strategies in a controlled setting	(Monteiro et al., 2021; Lee and Lu, 2023)
	6	9	Innovating operations: Gamification for organizational growth	This model effectively leverages the integration of gamified environments, serious games and advergames and encourages strategic thinking, and continuous learning among employees. It prioritizes internal growth, enhancing knowledge sharing and operational efficiency through reward-driven mechanisms	(Du et al., 2020; Jacob et al., 2022)
	7	12	Empowering functions: Gamification for organizational development and synergy	It leverages mobile apps to provide accessible, immersive experiences that align with organizational objectives across multiple functions. The integration of avatars, rewards and social interaction drives a sense of achievement. This model enables organizations to favor teamwork across different business functions	(Iria et al., 2020; Putz-Egger et al., 2022)
	8	13	Strategic play: Gamification for organizational cohesion	It uses several platforms to create flexible and immersive experiences that enhance organizational processes. Leaderboards, progress bars and rewards drive motivation, while rules and objectives provide structure and focus. By aligning with knowledge management and intellectual capital frameworks, it prioritizes cohesion over competition, aligning organizational teams through clear objectives and flexible platforms that support diverse operational needs	(Buil et al., 2020; Simons et al., 2021)
	9	14	Collaborative dynamics: Gamification for organizational engagement	This model leverages diverse platforms and game dynamics to create highly interactive and collaborative environments. Themes, narratives and avatars immerse participants, fostering creativity and alignment with organizational goals. Grounded in knowledge management and value cocreation theories, this model strengthens team collaboration	(Friedrich et al., 2020; Patricio et al., 2020)

Impact	#	Node	Model	Description	Reference
Market	1	6	Engage and persuade: Gamification for experiential marketing	This model focuses on transforming consumer engagement by integrating gamified environments, serious games and advergames into marketing strategies. Its feature lies in its ability to convert passive interactions into experiential and emotionally engaging activities. By enhancing cognitive and emotional engagement through immersive content and interactive design, the model is aligned with experiential marketing principles	(Dorcec et al., 2019; Coghlan and Carter, 2020)
	2	11	Play to perform: gamification for market-driven innovation	This model leverages mobile apps to integrate badges, challenges and collaboration tools, fostering cross-functional engagement in different business functions. It enhances innovation and creativity. These elements empower employees to address market demands, generate innovative solutions and respond to consumer needs effectively. Grounded in value cocreation and intellectual capital theories, this approach aligns efforts to deliver tangible market impact through enhanced responsiveness, product innovation and competitive positioning	(Jackson et al., 2020; Aubert et al., 2023)
	3	15	Driving excellence: Gamification for market responsiveness and performance	This model focuses on operational efficiency as the key enabler of market responsiveness. Elements like leaderboards, levels and progress tracking enhance team motivation. It prioritizes streamlined operational processes that translate into faster and more accurate responses to market demands. The emphasis on “excellence” reflects its commitment to transforming operational practices into competitive advantages, ensuring customer satisfaction	(Wut et al., 2021; Qian et al., 2022)
	4	16	From strategy to execution: gamification for market-driven agility	This model integrates a set of game elements to create a deeply engaging and immersive operational environment. Real-time feedback, retries and social interaction enhance learning and adaptability, aligning operational processes with customer expectations and market demands. Its emphasis is on operational agility, ensuring employees can align their processes with shifting customer expectations	(Feng et al., 2020; Behi et al., 2021)
Organizational	5	1	Simulated success: Gamification for organizational transformation	This model stands out for its exclusive reliance on simulation games, designed to replicate real-world scenarios for organizational learning. Its characteristic is its focus on providing risk-free environments for employees to experiment with strategies. It prioritizes experiential learning by offering realistic simulations, making it ideal for testing and refining organizational strategies in a controlled setting	(Monteiro et al., 2021; Lee and Lu, 2023)
	6	9	Innovating operations: Gamification for organizational growth	This model effectively leverages the integration of gamified environments, serious games and advergames and encourages strategic thinking, and continuous learning among employees. It prioritizes internal growth, enhancing knowledge sharing and operational efficiency through reward-driven mechanisms	(Du et al., 2020; Jacob et al., 2022)
	7	12	Empowering functions: Gamification for organizational development and synergy	It leverages mobile apps to provide accessible, immersive experiences that align with organizational objectives across multiple functions. The integration of avatars, rewards and social interaction drives a sense of achievement. This model enables organizations to favor teamwork across different business functions	(Iria et al., 2020; Putz-Egger et al., 2022)
	8	13	Strategic play: Gamification for organizational cohesion	It uses several platforms to create flexible and immersive experiences that enhance organizational processes. Leaderboards, progress bars and rewards drive motivation, while rules and objectives provide structure and focus. By aligning with knowledge management and intellectual capital frameworks, it prioritizes cohesion over competition, aligning organizational teams through clear objectives and flexible platforms that support diverse operational needs	(Buil et al., 2020; Simons et al., 2021)
	9	14	Collaborative dynamics: Gamification for organizational engagement	This model leverages diverse platforms and game dynamics to create highly interactive and collaborative environments. Themes, narratives and avatars immerse participants, fostering creativity and alignment with organizational goals. Grounded in knowledge management and value cocreation theories, this model strengthens team collaboration	(Friedrich et al., 2020; Patricio et al., 2020)

Source(s): Authors’ elaboration