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

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.