3. Gamification, a tool for behavioral change

3.1 What is gamification?

Gamification is a marketing technique designed to promote a service or product using techniques derived from the world of games. This technique is based on challenges, rewards and point systems that give entitlement to prizes. However, this technique is not only reserved for people who are accustomed to playing games (video games, board games, etc.), but also extends to the whole population, and more particularly to generations familiar with new technologies and digitalization.

Gamification fulfills communication objectives aimed at the target group concerned by the proposed service. It's a tool that promotes a "positive image", because by involving the target audience in a game, they'll lend "sympathy" capital to the company, which...