Laiba Khurrum

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Influence of Gamification in Hyper-Casual Game Elements on Brand Engagement Through Key Gamification Features
Consumers interact with brands on multiple psychological and experiential factors similar to how consumers formulate their preferences in various facets of life. This research explores the impact of certain gamification elements on brand engagement, specifically in the hyper-casual games' parameters. This study derives from an identified gap on why specific gamified features can possibly enhance brand engagement whereas other fail to create an indelible mark. Hence, we aim to investigate key elements such as fun, storytelling, mechanics, aesthetics & rewards to understand their roles in molding users' brand perception and interaction via the mediating variable immersion. The study dives into existing literature to provide a comprehensive study to identify existing gaps and develop our own theoretical framework on these elements and their influence on brand engagement. After this is established, we will collect data from online surveys and analyze the underlying reasons. This research will conclude by presenting potential recommendations to enhance engagement through gamification that can help in practical and academic aspects for readers.
Key Words: Gamification, Hyper-Casual Games, Game Elements, Brand Engagement, Gamification Features
Supervisor: Sarah Khan
Gamification is an emerging strategy in marketing, integrating game elements into non-game contexts to enhance consumer engagement. This study examines how fun, storytelling, mechanics, aesthetics & rewards impact brand engagement in hyper-casual games.
Research Question: How game element factors influence immersion in hyper-casual games?
Research: The impact of fun, storytelling, mechanics, aesthetics & rewards on app engagement.
Approach: Quantitative empirical research.
Participants: 300-350 respondents familiar with gamified brand experiences.
Data Collection: Online surveys.
Analysis Tools: Structural Equation modeling (SEM) using SPSS and SmartPLS.
Area of Study: Marketing
Supervisor Name: Sarah Khan
Group Members: Syeda Hussain Fatima (i21-0056), Laiba Khurrum (i21-0098), Amna Habib (i21-0084)
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