The role and impact of gamification in the luxury sector

Abstract

This thesis explores how gamification, defined as the use of game mechanisms in non-game contexts (Deterding, Dixon, Khaled & Nacke, 2011), can transform marketing and customer engagement in the luxury sector. At a time when digital marketing is essential, gamification is presented as a new way to captivate consumers, offering enriching experiences and enhancing brand loyalty (Mohanty and Christopher, 2023).

Luxury, characterized by its exclusivity and prestige, is distinguished by the quality, authenticity, and aesthetics of its products (Eloi, 2023). Historically reserved for the elite, the luxury market has expanded with the evolving expectations of consumers, especially Millennials and Generation Z, who seek eco-friendly and high-quality products (Néret, 2018). This work thus examines how digitalization has transformed the sector, creating new opportunities for luxury brands.

Gamification has already been successfully used in various sectors such as education and sports (Orji & Moffatt, 2018), but its application in luxury remains underexplored. Concrete examples are cited in the research, such as Chanel's virtual loyalty card, which offers challenges to customers to earn exclusive products. These strategies help improve brand image and create emotional connections with customers (Veg-Sala, Geerts, 2021).

To evaluate the impact of gamification, a quantitative study was conducted, analysing variables such as luxury image, purchase intention, and brand image according to age. The results show that gamification can indeed enhance brand image among young consumers, although its impact is less positive for older consumers. Moreover, the results do not allow conclusions to be drawn regarding consumers' purchase intention or the impact on luxury image.

This research concludes that although gamification presents significant opportunities for the luxury sector, it must be implemented strategically to avoid diluting the exclusive brand image. Recommendations include personalizing gamified experiences to meet the specific expectations of different consumer segments and harmoniously integrating game elements into the digital ecosystem of luxury brands.