Emergence of gamified commerce: Turning Virtual to Real

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dc.contributor.author Harwood, Tracy en
dc.date.accessioned 2012-09-05T08:10:49Z
dc.date.available 2012-09-05T08:10:49Z
dc.date.issued 2012-10
dc.identifier.citation Harwood, T. (2012) Emergence of gamified commerce: Turning Virtual to Real. Journal of Electronic Commerce in Organizations, 10 (2), pp. 16-39 en
dc.identifier.issn 1539-2937
dc.identifier.issn 1539-2929
dc.identifier.uri http://hdl.handle.net/2086/7098
dc.description An earlier version of this paper appears in Ciaramitaro, B. (2011). Virtual Worlds and e-Commerce. Hershey, NY: Business Science Reference, pp 61-89. en
dc.description.abstract This paper, published in large part in Ciaramitaro’s (2011) Virtual Worlds and E-Commerce, reflects how gaming and virtual worlds have impacted on ecommerce in recent years. A dynamic commercial environment with massive growth in user numbers and an overspill into real worlds through gamification, virtual worlds have contributed new language, new ways of engaging customers in branded virtual experiences and new business models. Co-creation and co-production remain central themes within this environment. Convergence between online and offline proceeds apace, facilitated by ever more accessible technological interfaces such as mobile and tablets but also now micro-projection technologies that enable new ways of sharing and engaging. The paper reviews the convergence context and concludes with a discussion of how relationships between customers and businesses have changed, economies have emerged and boundaries between virtual and real have become blurred to form gamified commercial experiences. en
dc.language.iso en_US en
dc.subject Virtual worlds en
dc.subject online gaming en
dc.subject gamification en
dc.subject e-commerce en
dc.subject convergence en
dc.title Emergence of gamified commerce: Turning Virtual to Real en
dc.type Article en
dc.researchgroup Institute of Creative Technologies
dc.peerreviewed Yes en


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