As the attention span is getting smaller and smaller in the digital age, users have developed a “filter” which hides irrelevant advertisements and disruptive marketing influences. Gamification is an innovative marketing tool that bypasses this filter. By means of specific online games such as “collect points”, “wheel of fortune”, or the prospect of an incentive, the natural instinct to play is awakened, which thus helps the company achieve goals such as customer loyalty, brand awareness, or even direct sales.

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