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Cultural perceptions of the zombie have shifted dramatically in the twenty-first century. No longer only associated with anxiety and fear, zombie fiction often appeals to pleasure. One source of pleasure comes from ludification, the process whereby game-like principals and gameful elements shape non-game activities. Increasingly, print fiction borrows from games and uses ludic elements to shape narratives. As such, it has become embedded in convergence culture, a dynamic media ecology where top down processes compete with bottom up processes. This chapter argues that ludified zombie fiction brings this media ecology into sharp relief, revealing ways that gamification and ludification are just as apt to reinforce capitalist processes of commodification and neo-liberal ideologies of power as they are to dismantle them. Through a close reading of three contemporary zombie fictions, this chapter exposes tensions and contradictions in ludification. The dead body of the zombie, the nihilistic landscape of the post-zombie apocalypse and the futility of human endeavour in the face of walking death are all elements of genre that undercut the gamified pursuit of external utility-oriented goals. The chapter explores these knotty ethical and ideological problems, not only considering the zombie apocalypse as a gameful space for rethinking social organisation, but also recognising it as a platform for the promotion of neo-liberal ideologies that perpetuate existing power inequalities through coercive disciplinary regimes.

This study aims to provide empirically generated insights into a gamification approach to online customer engagement and behavior (CE and CEB). There is a substantive discrepancy between popular coverage and empirically based research as to the effectiveness of virtual brand gamification in engaging customers.

Using Samsung Nation as a unit of analysis, a mixed-methods research design using netnography and participant observation is adopted to address the research aim.

Taken holistically, the findings identify key processes and outcomes of CE and CEB within virtual gamified platforms. Additionally, insights are provided into implementation flaws deriving from gamification that may potentially impact the CE experience.

The contribution of this paper is twofold. First and from a theoretical perspective, it offers both a conceptual foundation and empirical-based evaluation of CE and CEB through a gamified brand platform. Second and from a pragmatic perspective, the conceptual model derived from this research may aid practitioners in developing more robust gamified CE strategies.

This chapter focuses on how to leverage public transport infrastructure to produce walk-friendly environments, positioning public transport as a walk-enhancing mode. What are the steps that public transport operators can take to create walk-friendly environments? Do more comfortable waiting conditions result in stronger loyalty from the existing customer base and stronger buyout from new customers? This novel approach stemmed from a partnership with the public transport operator Transdev on a real-life experiment in Grenoble to provide a more comfortable walking and resting experience for public transport users. Named Carrefour de Mobilité (‘the crossroads of mobility’), the experiment prototyped urban design interventions to enhance the access and waiting experience of users engaged in mixed-mode commuting. An ex ante/ex post evaluation was deployed to ascertain whether walk-friendlier environments encourage a more intensive use of public space and easier shifting between public transport modes. The findings show that when users perceive dedicated infrastructure as walk-friendly, they consider it more visible and more attractive, and find it comfortable enough to spend longer waiting times there. The evaluation would have benefited from an extension of the perimeter covered by the sensor technology measuring system which was not feasible because of budget constraints. The experiment reached out beyond the initial target public and captured children and older women as well, providing an amenity which was lacking for these groups and resulting in a livelier and more diverse environment for everyone. This lean and low-cost experiment shows that activating public space near public transport hubs enhances their attractiveness in the eyes of the public transport users.