Gaming as a social phenomenon of the information society

Abstract

The article reviews domestic and foreign literature on the chosen topic of research. It has been established that despite the available array of information, issues related to gamification remain insufficiently researched and there is a need for further analysis of the social phenomenon of the selected category in order to ensure its practical integrity and integration into various areas of the economy, including marketing. The purpose of the article is to reveal the characteristics of gamification as a social phenomenon and search for directions for its integration into domestic business structures. To achieve the goal, the general scientific method for cognition of scientific research and phenomena on the chosen research topic was used. A grouping method to classify the processed information according to the selected characteristics, which will help to establish their importance. Observation method for processing generalized data. Synthesis and analysis methods to highlight the key components in the term "gamification" and its development. A systemic method for establishing problematic issues that prevent the integration of gamification into the social structure of society. The article compares the two terms "pseudo-game" and "gamification". It is noted that gamification is a social phenomenon that takes into account certain factors, trends, and also has certain areas of implementation. The author systematizes the characteristics of gamification as a social phenomenon.  The principles of gamification are listed, which are formed in such a way as to create the most effective channel of communication between the business structure and the target audience. Attention is focused on the fact that in the digital era, there is an active competition for the attention of the target audience, which requires marketers to have gamification mechanics to interact with the brand. Examples of the use of gamification by Ukrainian and foreign business structures, as well as the mechanics of its implementation, are given. The game mechanics that are on the market are listed, including those that marketers are interested in. It is stated that users (players) must understand the level of their achievements when using gamification mechanics, which must be measurable and measurable. Generalized conclusions are made about gaming as a social phenomenon of the information society and what precedes it.