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Effects of Gameful Experience on Consumer Brand Responses: The case of Vans World
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Purpose: The purpose of this dissertation is to explore the role of gameful experience in shaping consumer brand responses, within the context of marketing and branded interactive experiences. As brands increasingly seek alternative ways to engage consumers, this study examines how experiential qualities associated with games can be applied to brand–consumer interactions.
Objectives: This dissertation aims to: (1) conceptualise gameful experience by integrating insights from game studies, psychology, and marketing literature; (2) analyse the key dimensions of gameful experience as proposed in the Gameful Experience (GAMEX) framework; and (3) examine how these dimensions manifest within a branded game context, using a game developed by the brand Vans as a case study.
Methodology: Methodologically, this study adopts an exploratory qualitative approach, combining a bibliographic review with a case study of a branded game developed by Vans.
Results: The results reveal that player motivation is strongly shaped by exploratory gameplay elements, particularly autonomy, discovery, and environmental storytelling. Explorer-type players exhibited higher levels of engagement when game mechanics supported open-ended interaction and self-directed progression. Furthermore, the findings demonstrate that gameful experiences—especially enjoyment, absorption, creative thinking, and activation—are positively associated with consumer brand responses, including increased engagement, more favourable brand attitudes, and stronger emotional connections with the brand. Overall, the integration of exploration-driven design strategies emerges as a key factor in enhancing both player experience and sustained consumer–brand engagement.
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Gameful experience Gamification Consumer engagement Branded games Brand experience Marketing