Gartner Research

How Generation Y Impacts the Way Marketing Campaigns Will Be Designed From Now On

Published: 09 January 2013

ID: G00247167

Analyst(s): Richard Fouts


Generation Y has a particular fondness for games that is profoundly affecting how we respond to marketing campaigns. Gartner shows marketers how gamification techniques generate higher campaign response by exploiting a trend that gains momentum every day.

Table Of Contents


  • Let's Give Them Something to Talk About
  • What Role Does Funware Play in Campaign Design?
  • Product Placement as a Metaphor for Funware
  • Gamification and Brand Awareness
  • Why Else Does Game Thinking Have Universal Appeal for Digital Marketers?
  • Is There a Business Case for Funware and Its Underlying Gamification Techniques?
  • How Does Gamification Fit Into an Effective Digital Marketing Program?
  • Does Gamification Lend Itself to Certain Industries?
  • Understanding the Gamification Mix That Underlies Funware
  • What to Do Next
  • Conclusion

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