The social outcome in Gamification applied to the Generation Y is a growth lever for French businesses

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Gavina, Jexy
Issue Date
MSc in Marketing
Dublin Business School
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Gamification is a new system of communication and management for businesses. A message by the game becomes a real issue for companies seeking to communicate with target increasingly volatile. Gamification is still poorly used. Therefore, the objective of this work is to show how this system is moving in the professional world. Beyond the game, Gamification can be an effective way to meet the needs of new generations. I wanted to show that through the game, companies could meet perceptible and societal needs. Thus, they could be used as new growth opportunities. Author keywords: Generation Y, gamification, social gamification, french management, millennials, serious games, new ethics needs