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Implications & recommendations - 3• Consumption Trends China 2012

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Implications & recommendations - 3• Given its huge gamer base, China will probably progress from gaming to T11: World of Gamification faster than most other countries. Gamification is a wildcard and lends fun and excitement to anything that it is associated with: • 1) Deploying games in brand communication, or building game mechanics into the purchasing process to move consumers along the purchase funnel, are great ways for brands to engage with consumers. • 2) Gamification can also breath new life into loyalty programs. Accumulation of loyalty points for a consumer can be made more competitive and more social by tying the consumer‟s progress to others for competition. If both the participants and their friends/competitors can see the results in real time, the process create an immediate feedback loop and can drive a sense of urgency to accumulate more loyalty points.• Applying T6: Free??Free!! to T11: World of Gamification, games can be designed in such a way that gamers get free gifts, points or virtual coins when they get their friends to sign up, complete tasks with their friends‟ help and post their accomplishments on social media websites. This gets more people to participate, creating an endless loop of cooperative play.

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