Revisit: Games, Gaming and Gamification


Winter AMA Pre-Conference Event, Sponsored by TechSIG and the Journal of Interactive Marketing, Orlando, FL, 21 Feb 2014

Games, Gaming and Gamification

A Pre-Conference Event | AMA Winter Marketing Educators’ Conference
Friday, February 21, 2014 | Orlando, FL

Cosponsored by

As if from a scene in Grand Theft Auto V, the game industry has stolen the headlines, passing music industry sales. What’s more, more Americans play video games than go to the movies (quoted in Marchand and Hennig-Thurau 2013). Companies are gamifying service exchange and thereby adding value in amusing ways. Bestselling author Jane McGonical (2011) has proposed gaming as the universal cure for much of what ails the world. Given the hype, it is surprising that more marketing scholars have not looked at games, gaming and gamification. Until now.

The program has been carefully chosen to illuminate research opportunities in the area. The team roster now includes:

In addition, it is widely rumored that DOCSIG, which will be holding its own pre-conference event, may sneak in and "gamify" our event.

Register today at

Programming Note: This event could actually be all fun and games.


McGonigal, Jane (2011), Reality Is Broken: Why Games Make Us Better and How They Can Change the World, New York City, NY: Penguin Press.

Marchand, André and Thorsten Hennig-Thurau (2013), "Value Creation in the Video Game Industry: Industry Economics, Consumer Benefits, and Research Opportunities," Journal of Interactive Marketing, 27(3), 141-157.


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