Role of Artificial Intelligence in Gamification for the Emerging Markets

Abstract

The last few years have witnessed massive artificial intelligence (AI) and gaming adoption that has navigated the emerging markets. Moreover, according to the WOG summit (world government summit report, by Nielsen) 2020 reports, AI with gaming mechanisms are expected to enrich marketing services in the coming future in the emerging markets. Countries such as India, China and South Korea contribute significantly to this area, and recent forecasting allows the need to increase in emerging markets. Similarly, these countries have a maximum number of youth gamers and AI-driven technology adopters. The adoption of AI-driven technologies and amplification of gamification in marketing services are new phenomena. Moreover, gaming and AI dynamics are relatively new in emerging countries and need greater attention. Thus, this book chapter proposes a dyad model that would explain users' and companies' perspectives to understand the role of AI and gamification for the emerging markets. The chapter will explain how AI-driven gamification helps the users of emerging markets. The chapter will also illustrate how companies in emerging markets use AI for gamification. Therefore, the dyad model would also comprehend the gap, opportunities and challenges in this area and the subsequent strategies to help all the stakeholders.

Citation

Roy, G. and Jain, V. (2022), "Role of Artificial Intelligence in Gamification for the Emerging Markets", Chemma, N., El Amine Abdelli, M., Awasthi, A. and Mogaji, E. (Ed.) Management and Information Technology in the Digital Era (Advanced Series in Management, Vol. 29), Emerald Publishing Limited, Leeds, pp. 9-25. https://doi.org/10.1108/S1877-636120220000029002