The Use of Gaming Tools in the Marketing of Hotels and Restaurants

The article considers the possibility of using such game tools as surprise mechanics, loot boxes, and mystery boxes in the marketing of hotels and resorts. They were first used in slot machines in the early 20th century, and were widely used in video games in the 2010s and 2020s. The main goal – to increase sales and retain users – was so successfully financially implemented that these technologies began to be used in other areas of economic activity. The article pays attention to the psychological effects, due to which the success of the appli-cation of the considered game tools is realized. It is concluded that their fair or unfair use depends on the honesty and responsibility of suppliers of products and services. The use of surprise mechanics in hotels and restaurants should currently be considered not as an “excessive incentive to shop”, but as a unique value proposition. The authors have identified the opportunities and threats that arise when using gaming tools in the marketing of hotels and restaurants; a business model of a hospitality enterprise has been developed that demonstrates the relationship between value proposition and profit. It is shown that the use of gaming tools in the marketing activities of hospitality enterprises has a positive effect on increasing their competitiveness and image.