Gamifikasi, Pemasaran di Era Digital: Studi pada Pengguna Game Fantasy Premier League di Indonesia
Keywords:
FPL, Gamification, Premier League, Marketng
Abstract
Technological developments have affected various fields, including marketing. Gamification as the result of the development of digital technology that combines business management strategies, game dynamics, and computer programming is then applied by the Premier League in their game, Fantasy Premier League (FPL). This study explored how FPL is seen from a marketing perspective through user experience in Indonesia. The research uses a qualitative approach with phenomenological methods and purposive sampling technique. The samples studied are four FPL users. The data were obtained through observation and semi-structured interviews which were then processed through a coding process. The results show that the FPL users’ experience generates intrinsic motivation to watch the English Premier League and to invite others to also play FPL. From this research, it can generally be concluded that FPL increases Purchase, Engagement, Advocate, and Brand Awareness of the English Premier League. Gamification in the FPL has practiced marketing 4.0 to strengthen their online and offline relationships between customers.
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Ryan, R. M., & Deci, E. L. (2000). Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemporary Educational Psychology, 25(1), 54–67. https://doi.org/10.1006/ceps.1999.1020
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Takatalo, J., Hakkinen, J., Kaistinen, J., & Nym, G. (2008). User Experience in Digital Games.
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Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism Serious games and the gami fi cation of tourism *. Tourism Management, 60(June), 244–256. https://doi.org/10.1016/j.tourman.2016.11.020
Basten, D. (2017). Gamification. IEEE Annals of the History of Computing, 76–81. Bimantoro, A. (2015). Melacak Asal-usul Fantasy Premier League. Retrieved June 26, 2012,
from Panditfootball.com website: https://www.panditfootball.com/fpl-football- culture/182979/ABI/150807/melacak-asal-usul-fantasy-premier-league
CASBAA. (2015). Indonesia in View A CASBAA Market Research Report.
Chrisnathaniel, H. C., Hartini, S., & Rahayu, S. P. (2021). Analisis Gamification Shopee.com Sebagai Media Pemasaran Terhadap EWOM, Positive Emotion, & Repurchase Intention (Pada Aplikasi Shopee.com). 6(1). https://doi.org/https://doi.org/10.29407/nusamba.v6i1.14630
Cnnindonesia.com. (2019). Fantasy Premier League, Cara Lain Menikmati Liga Inggris. Retrieved from cnnindonesia.com website: https://www.cnnindonesia.com/olahraga/20190809143333-142-419871/fantasy- premier-league-cara-lain-menikmati-liga-inggris
Creswell, J. W. (2007). Qualitative enquiry & research design, choosing among five approaches. In Book. London: SAGE.
Deterding, S., & Dixon, D. (2011). From Game Design Elements to Gamefulness : Defining Gamification From Game Design Elements to Gamefulness : Defining “ Gamification .” (March 2014). https://doi.org/10.1145/2181037.2181040
Gabe Zichermann, & Cunningham, C. (2011). Gamification by Design Implementing Game Mechanics in Web and Mobile App. In M. Treseler (Ed.), Journal of Chemical Information and Modeling (Vol. 53). Sebastopol: O’Reilly Media.
Gastmans, J. (2020). Fantasy Premier League grows to +7 million users this season. Retrieved June 28, 2021, from fanarena.com website: https://fanarena.com/fantasy-premier-league- growth-users-per-year/
Gerhardt, C. (2006). Moving closer to the audience: watching football on television. Revista Alicantina de Estudios Ingleses, 19(19), 125. https://doi.org/10.14198/raei.2006.19.08
Ghanesa, A. (2018). Bundesliga Seeks to Boost Its Presence in Indonesia and Attract More Asian Fans. Retrieved June 28, 2018, from jakartaglobe.id website: https://jakartaglobe.id/context/bundesliga-seeks-to-boost-its-presence-in-indonesia-and- attract-more-asian-fans
Hofacker, C. F., Ruyter, K. De, Lurie, N. H., Manchanda, P., & Donaldson, J. (2020). Gami fi cation and Mobile Marketing Effectiveness. Journal of Interactive Marketing, 2018(2016). https://doi.org/10.1016/j.intmar.2016.03.001
Hsu, C., & Chen, M. (2018). Computers in Human Behavior How gami fi cation marketing activities motivate desirable consumer behaviors : Focusing on the role of brand love. Computers in Human Behavior, 88(June), 121–133. https://doi.org/10.1016/j.chb.2018.06.037
Hunicke, R., Leblanc, M., & Zubek, R. (2004). MDA: A formal approach to game design and
game research. AAAI Workshop - Technical Report, WS-04-04, 1–5.
Huotari, K. (2012). Defining Gamification - A Service Marketing Perspective. 17–22.
Jara, A. J., Parra, M. C., & Skarmeta, A. F. (2012). Marketing 4 . 0 : A new value added to the Marketing through the Internet of Things. 852–857. https://doi.org/10.1109/IMIS.2012.203
Kartiko, R. (2020). Fantasy Premier League dalam Drone Emprit Academic. Retrieved from Drone Emprit Academy website: https://dea.uii.ac.id/user/lihat_publikasi/fpl-dalam- kacamata-drone-emprit-academic
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0. New Jersey: John Wiley & Sons, Inc.
McLuhan, H. M. (1951). Mechanical bride folklore of industrial man. In Physics World.
Duckworth Overlook. https://doi.org/10.1088/2058-7058/16/8/39 McLuhan, H. M. (1964). Understanding Media The extensions of man.
Moleong, L. J. (2016). Metodologi Penelitian Kualitatif (Edisi Revi). Bandung: PT Remaja Rosda Karya.
Nielsen. (2018). Fan Favorite: The Global Popularity of Football is Rising. Retrieved June 23, 2021, from Nielsen website: https://www.nielsen.com/eu/en/insights/article/2018/fan- favorite-the-global-popularity-of-football-is-rising/
nielsensport. (2020). Nielsen Fan Insights Expands Coverage in Asia, Makes Fan Behavior Data Available For 26 Markets Worldwide. Retrieved from nielsensport website: https://nielsensports.com/nielsen-fan-insights-expands-coverage-in-asia-makes-fan- behavior-data-available-for-26-markets-worldwide/
premierleague.com. (2021). premierleague. Retrieved June 28, 2021, from premierleague.com website: https://www.premierleague.com/
Richard Colby, Johnson, M. S. S., & Colby, R. S. (2013). Exploitationware. In
Rhetoric/Composition/Play through Video Games (pp. 139–147).
Ryan, R. M., & Deci, E. L. (2000). Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemporary Educational Psychology, 25(1), 54–67. https://doi.org/10.1006/ceps.1999.1020
Schirato, T. (2007). Understanding Sports Culture (1st ed.). SAGE Publications.
Smith, N. (2012). A taste of intro or how I might lead. Retrieved June 24, 2021, from https://adissertationblog.tumblr.com/post/21025681306/a-taste-of-intro-or-how-i-
might-lead
Statista. (2021). Revenue of the biggest (Big Five*) European soccer leagues from 1996/97 to 2020/21. Retrieved June 25, 2021, from Statista website: https://www.statista.com/statistics/261218/big-five-european-soccer-leagues-revenue/
Takatalo, J., Hakkinen, J., Kaistinen, J., & Nym, G. (2008). User Experience in Digital Games.
Human Computer Interaction, (October). https://doi.org/10.5772/6295
Xu, F., Buhalis, D., & Weber, J. (2017). Serious games and the gamification of tourism Serious games and the gami fi cation of tourism *. Tourism Management, 60(June), 244–256. https://doi.org/10.1016/j.tourman.2016.11.020
Published
2021-08-24
Section
Articles
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