Can Classification Of Player Types Inform The Gamification Design Of A Marketing Intervention? ASOS Case

Gamification is a widely adopted marketing practice in fashion e-commerce, however many of its applications have failed to deliver results mainly due to a poor design. The purpose of this study is to examine whether the understanding of player types can inform the design of gamified systems. The study uses HEXAD player types model to examine player types in the fashion e-commerce. ASOS and its A-list loyalty scheme was chosen as a case, because ASOS is a popular fashion online retailer and it attempted to implement gamification in its services, which was however unsuccessful. The findings suggest that a large proportion of ASOS consumers can be clustered into Philanthropist and Free Spirit player types, while the design of ASOS gamification intervention was not designed to support their needs. The findings also revealed an emerging generation shift between millennials and generation Z.