Gamificação na area de marketing digital

Abstract

Gamification is an approach that uses techniques, dynamics, and game elements that are capable of instructing and influencing people's behaviour. Meanwhile, Digital Marketing has been using this approach to attract customers and increase sales, aiming to build a quality brand and put the company in the media. Based on it, this paper aims to conduct a systematic literature review of the national literature to understand how gamification has been used in Digital Marketing. To conduct this work, six articles were selected from the national literature, and information concerning their objectives, how the elements of gamification were applied in the area of digital marketing, and the results reported were extracted from these articles.