Markopoulos, E;
Markopoulos, P;
Liumila, M;
Almufti, Y;
Romano, C;
Benitez, PV;
(2019)
A Gamified Approach Towards Identifying Key Opportunities and Potential Sponsors for the Future of F1 Racing in a Declining Car Ownership Environment.
In: Ahram, T, (ed.)
Advances in Human Factors in Wearable Technologies and Game Design: Proceedings of the AHFE 2019 International Conference on Human Factors and Wearable Technologies, and the AHFE International Conference on Game Design and Virtual Environments.
(pp. pp. 179-191).
Springer: Cham, Switzerland.
Preview |
Text
Markopoulos_16-A gamified approach towards identifying key opportunities -Markopoulos_Evangelos_147.pdf - Accepted Version Download (545kB) | Preview |
Abstract
This research work aims to propose new approaches towards identifying key opportunities and potential sponsors for the future of F1 racing in an environment with declining car ownership, without resorting to endless licensing agreements. The paper presents a gamification approach on which an innovative and disruptive operations framework can be developed to help, without operational complexity and commitment, F1 teams gain new customers (fans) and recapture essential markets and targets groups. The paper also contributes on establishing a base for effective strategy development based on the user’s/player’s engagement and behavior. Furthermore, this work extends towards the analysis of the game’s operations and the marketing initiatives needed to succeed. The proposed approach varies from OHH (out of home advertising), interactive marketing, celebrities, F1 drivers’ endorsements, and other related supportive initiatives such as search engine optimization on online research platforms and other promotion and marketing dissemination initiatives.
| Type: | Proceedings paper |
|---|---|
| Title: | A Gamified Approach Towards Identifying Key Opportunities and Potential Sponsors for the Future of F1 Racing in a Declining Car Ownership Environment |
| Event: | AHFE 2019 International Conference on Human Factors and Wearable Technologies, and the AHFE International Conference on Game Design and Virtual Environments |
| Location: | Washington, DC |
| Dates: | 24 July 2019 - 28 July 2019 |
| ISBN-13: | 978-3-030-20475-4 |
| Open access status: | An open access version is available from UCL Discovery |
| DOI: | 10.1007/978-3-030-20476-1_19 |
| Publisher version: | https://doi.org/10.1007/978-3-030-20476-1_19 |
| Language: | English |
| Additional information: | This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions. |
| Keywords: | Gaming, Gamification, Serious games, Esports, Entertainment games, Monetization, Sponsorship, F1, Formula 1, Blue ocean strategy |
| UCL classification: | UCL UCL > Provost and Vice Provost Offices > UCL BEAMS UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > UCL School of Management |
| URI: | https://discovery.ucl.ac.uk/id/eprint/10120904 |
Archive Staff Only
 |
View Item |
