Over the last few years, customer engagement is being reimagined from the lens of relationship marketing in light of interactive brand experiences in order to eternalize long term customer engagement value. However, instilling engagement through dedication and involvement is becoming arduous for brands due to radically escalating digital technologies rendering the inefficacy in practitioner’s attempts. Simultaneously, the employment of hedonic technologies like gamification is catapulting for utilitarian aspirations including customer engagement. Gamification is an emerging field of study which is being intrinsically tied to customer engagement with the later not being the sole purpose of gamified platforms but a medium for subsequent brand related outcomes. Crafting digital interfaces that are straightforward to use and more interactive has become a successful approach for practitioners to engage customers and make tedious and repetitive tasks more pleasurable through gamification. Global organizations such as Walmart, Starbucks and Amazon employ game mechanics evidencing that gamification can reinforce engagement with customers.

• Ayushi Gupta(Indian Institute of Foreign Trade, India)
• Ashish Gupta(Indian Institute of Foreign Trade, India)