Experiential Affordance: Explore Gamification in Dating Apps Advertisements

Human-computer interaction, digital advertising, and communication research have identified gamified cues as a key factor impacting consumer responses to effective advergames. Guided by four key gamification principles, we used qualitative content analysis to examine the video advertisements of top-ten dating apps in the global market. Four distinct themes were identified: 1) the desire for a relationship as the primary motivator, 2) the use of gamified affordances such as swiping, in-app games, and group functions, 3) the immersive multi-sensory experience that emphasizes both emotional and visual aspects in promoting the app affordances, and 4) the acquisition of knowledge about key app features and interface characteristics. The results offer insights into the impact of gamification in dating app ads, contribute to a broader understanding of gamification in non-game industries, and provide practical implications for marketing professionals and ad developers.