Revitalizing Marketing Strategy through Gamification: A Case Study of Talabat Food Ordering Company in Erbil City, Kurdistan Region of IraqErbil City, Kurdistan Region of Iraq: Revitalizing Marketing Strategy through Gamification

Sabir Sadiq  Abdulkhaliq; Bilal Samad  Abdulhaq; Ruwaida Farman  Aziz; Iman Emad  Rasul; Balla Omer  Ahmad

doi:10.63841/iue22599

Authors

Sabir Sadiq Abdulkhaliq Faculty of Law, Political Science and Management, Business Management Department, Soran University, Soran, Kurdistan Region of Iraq Author https://orcid.org/0009-0009-7502-4502
Bilal Samad Abdulhaq Faculty of Law, Political Science and Management, Business Management Department, Soran University, Soran, Kurdistan Region of Iraq Author https://orcid.org/0009-0007-6292-366X
Ruwaida Farman Aziz Faculty of Law, Political Science and Management, Business Management Department, Soran University, Soran, Kurdistan Region of Iraq Author https://orcid.org/0009-0006-1719-7841
Iman Emad Rasul Faculty of Law, Political Science and Management, Business Management Department, Soran University, Soran, Kurdistan Region of Iraq Author https://orcid.org/0009-0004-2629-3865
Balla Omer Ahmad Faculty of Law, Political Science and Management, Business Management Department, Soran University, Soran, Kurdistan Region of Iraq Author https://orcid.org/0009-0003-0820-8535

DOI:

https://doi.org/10.63841/iue22599

Keywords:

Gamification , Marketing Strategy, Talabat, Erbil City, Kurdistan Region of Iraq

Abstract

This study investigates the impact of gamification on the marketing strategy of Talabat, a food ordering company in Erbil City, Kurdistan Region of Iraq. The study involved a quantitative survey conducted online in both Kurdish and English and was administered to participants aged 18 to 45 years who regularly used Talabat's services for just one week. A sample of 98 responses was collected using a random sampling technique. Data analysis was conducted using version 26 of SPSS by applying various statistical methods to study the impact of gamification on the marketing strategy and test the hypotheses. The results confirm that the impact of gamification on Talabat's marketing strategy is high and emphasize the importance of in-game interaction strategies, player motivations, and feedback systems. The effectiveness of these elements varies based on context and implementation. This study has added great value to the knowledge about how gamification significantly intervenes in modern marketing strategies, especially for service-based industries.

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