While marketing is a business practice, by seeing consumers as “players” in a game-like environment, Cereals Incorporated might have successfully improve business activities for them. To explain, we first ought to understand what a game is and what gamification is then why we ought to gamify our product. If we are to first conceptualize a game as a bounded concept, Ludwig Wittgenstein’s philosophy is something that we consequentially disagree with. Wittgenstein stated, “For how is the concept of a game bounded? What still counts as a game and what no longer does? Can you give the boundary? No.” This abstract concept of a game is potentially a detriment to our business as a practice because it would essentially be planning without a framework less than that of infinite possibilities including many which would lead to setbacks. However, Bernard Suits offers an alternative opinion. Bernard Suits says that a game can be defined as:
- Pre-lusory goal
- Constitutive rules
- Lusory Attitude
- Voluntarily overcoming unnecessary obstacles
Although Wittgenstein says that a game is without limit, Suits asserts otherwise which we can utilize for non-game business purposes. Adults 18-35 might have the pre-lusory goal of willing to play along with the novelty of a quick, healthy breakfast. Next, the constitutive rules are buying the product and quickly cooking it to succeed at having breakfast. After that, a lusory attitude could be developed by showing that pastries are fun to eat whether a child or adult. Furthermore, voluntarily overcoming the unnecessary obstacle of not wanting to eat the usual breakfasts of their youth would be a strong motivator.
Reasons for gamification:
-Engagement gap (user groups)
-Choices (no direct result)
-Habit (natural vs forced)
Gamification could decrease the engagement gap, improve breakfast choices, and cause a healthy habit.