Foodscapeista gamescapeiksi: Välipalat pelaamiskäytännöissä

Tutkimuksessa tarkastellaan pelaajien jokapäiväistä elämää etsimällä hetkiä, gamescapeja, joissa pelaamisen käytännöt yhdistyvät välipalojen kulutuskäytäntöihin. Näin pyritään vastaamaan näkemyksiin, joiden mukaan pelaamista tulisi tarkastella kokonaisvaltaisesti osana erilaisten ihmisten arkea moninaisissa tilanteissa ja ympäristöissä, osana kulttuurista kehystä. Työssä muodostetaan netnografisen metodologian avulla, arjen käytäntöihin ja tilallisuuteen perustuva gamescape-typologia: Tosissaan - Helposti energiaa, Yhdessä hauskaa - Herkuttelua tai kieltäytymistä, Liikkeellä - Eväät matkassa tai matkalta sekä Arjen välitilassa - Pelejä ja välipaloja. Työ rakentaa monipuolista kuvaa pelaajien arjesta ja siten rikkoo yksiulotteisia oletuksia pelaajien ruokakulttuurista. Tutkimus myös luo jatkotutkimusehdotuksia kulttuurisen pelitutkimuksen ja pelisuunnittelun kentälle. </p

Gamified package : consumer insights into multidimensional brand engagement

Although most gamification studies share the idea that customer engagement is one of the expected outcomes of gamification, they tend to treat engagement one-dimensionally as a psychological outcome of gamification. The study explores from the consumer perspective how benefits stemming from gamification and consumer brand engagement are dimensionally interconnected in the context of food packaging. This context enables extending the current understanding of the various ways in which gamification may enable brands to interact with consumers in their everyday lives and boost consumer brand engagement. The data were generated through qualitative Internet-mediated group interviews (N = 99). The findings show four consumer benefits of gamified packaging – functional, hedonic, social, and educational – which are further elaborated in terms of three dimensions (cognitive, emotional, and behavioral) of consumer brand engagement to create a multidimensional typology. The study highlights managerial implications in terms of relying on consumer-driven innovations when designing gamification.©2019 Elsevier Ltd. This manuscript version is made available under the Creative Commons Attribution–NonCommercial–NoDerivatives 4.0 International (CC BY–NC–ND 4.0) license, https://creativecommons.org/licenses/by-nc-nd/4.0/fi=vertaisarvioitu|en=peerReviewed

Proceedings of the 1st International GamiFIN Conference

As gamification and digital game playing is getting more and more popular, also business-life is increasingly relying on this phenomenon for attracting different consumer groups. To illustrate, food companiesare trying to find new ways to appeal customers and answer to their market demands through development of newsnacks concepts. Acquiring more in-depth understanding how snacks consumption, digital game playing and social media usage are intertwined in the consumers’ mundane lives provides better chances for companies to developmatching product and service concepts. Our multidisciplinary Co-creative snacks–project connects applied research of food, consumer behavior and games. The aims of this study are 1) to specify a conceptual rationale for connecting the player motivations to the perception of food products and 2) to empirically identify consumer segments based on their player motivations and especially to show how they relate to differences in snack-eating preferences. Data on consumer behavior in snacking, games and use of social media was collected in Finland (n =387) via online survey.</div