Gamification as a Way to Increase Millennials Attendance in Museums

Abstract

The purpose of this dissertation is to analyze the phenomenon of digitalization and gamification which have affected museums in recent years and to propose an innovative way for them to engage with the younger generation. The first part of the thesis will consider the state of affairs in regards to institution’s use of online platforms and take into account how gamification is and can be used for marketing and education purposes. Particular focus will be placed on initiatives implemented during the crisis brought by COVID-19 and highlight what measures have been kept in place since then. In second part, the author will develop a project focused on creating new engagement with the permanent collection of the Peggy Guggenheim Collection, Venice. “Which Painting from the Peggy Guggenheim Collection Are You?” is a simple quiz that pairs users to a painting from the collection. A picture and short description of the painting will be provided at the end of this short game with the aim of attracting younger generations. Although this project is focused on the Peggy Guggenheim Collection, it could ultimately be applied to other museum collections. The goal is to create a framework for a quiz that could be applied by various museums to their permanent or temporary exhibitions to engage with Gen Z and Millennial visitors. A great portion of these generations may be considered as “intenders” (Hayers, 2002) and thus might be convinced to frequent an institution if directly targeted.