Gamifying OTT: a study on consumer attitudes toward game elements and OTT media service provider brands in gamification

What is it about?

While gamification, noted for enhancing engagement has been studied extensively across various industries, it has not been explored as much in OTT media service. This study examines consumer attitudes towards gamification through a factorial experiment. The findings show that different combinations of elements in game mechanics would result in eliciting different consumer attitudes toward gamification and OTT brand.

Featured Image