Gamification mechanics in marketing using the museum market as an example

The article examines the transformation of the museum sector under the influence of digitalization and gamification technologies. Particular attention is paid to gamification methodology in museum spaces, including a detailed analysis of Yu-Kai Chou's Octalysis model with its eight key motivational drivers. Comparative analysis of international and Russian practices reveals main trends: prevalence of interactive quests and VR/AR technologies, development of narrative practices, and specifics of adapting gamification mechanics in Russian museums. The practical value lies in systematizing successful case studies applicable to museums of various scales and profiles.