Gamification in Aviation Sector: A Case Study of British Airways

This report analyses the use of gamification in the aviation sector, with a focus on British Airways. It discusses the benefits of gamification, the strategic position of British Airways, and the product and service offered by the company.

How gamification is
applied in Aviation
sector

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK...............................................................................................................................................3
Sector:.....................................................................................................................................3
Business:.................................................................................................................................4
Strategic position:...................................................................................................................4
Product and service:...............................................................................................................4
How to grow:..........................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES:...............................................................................................................................7
Books and Journals.................................................................................................................7

INTRODUCTION
This report is going to analyse the use of gamification in the aviation sector. Information
technology is taking high rise in the aviation sector (Elitok and Bolat, 2020). Therefore, this task
will analyse and evaluate the game purpose with the motive of attracting customers.
MAIN BODY
TASK
Sector:
The group has chosen the aviation sector for developing game and enable benefits of
business information system. This sector is far better than the other government and utilities for
launching gamification in the services. Government sectors will not require gamification as they
have some limited products and services for the selected users. Also, the utilities sector is that
which provide public services infrastructure. Therefore, aviation is one of the latest and largest
sector growing through gamification.
Porter five forces
Threat of entry and exit: The aviation industry does not have much impact of new entry
and exit of new players (Shen, Weng and Han, 2019). As the industry require reputed brand
name and much investment which takes time for new players.
Bargaining power of buyers: The aviation sector has medium threat of buyers powers.
Due to having other airlines, the customers may bargain with the business when there is high
price difference among one another.
Bargaining power of suppliers: The aviation sector has high threat of suppliers’ power.
The industry requires high quality and precious equipment to operate their services. Due to
having lack of availability of much supplier, the existing ones may bargain by charging high
prices.
Threat of substitutes: It shows that; the aviation sector has high threat of substitutes.
People will take other transport facilities to travel when they do not find the airlines feasible.
Threat of rivalry: The impact of competition is not much high in aviation industry due
to having limited services.

Business:
One of the successful business in Aviation sector is British airways. The company is one of the
largest British airlines which has covered around 183 destinations. The business is successfully
undertaking growth in aviation sector by having great brand name. it was the first passenger
airlines and made up to $1 million in one route.
Strategic position:
As per the porter generic strategy, it defines the competitive position of the company in the
market.
In case of British airways their strategic position relies maybe on cost leadership or focus
strategy which is presented below:
Cost leadership: in the recent time, the British airways is making much profits even after
the pandemic situation (McSorley, Kleber and Blickensderfer, 2020). The company is focusing
on less carrier charges as the airlines takes 2-3 rounds in a day. They are saving cost through
providing customer services digitally like Booking tickets, solving queries which do not involve
hassle. Though, the quality of services is not much appropriate.
Focus strategy: As per this strategy, the company mainly focus on their niche market
segments. The British airways target their business customers by offering them short flights and
save cost for spending in luxurious one. but still the company is customer centric. They expand
product and service as per geographic areas.
Therefore, it shows that the British Airways use both the strategy by maintaining focus on
market niches which reduce their cost on unnecessary areas. Also, with the help of information
system and technology, the company have great potential to enable game in their services.
Product and service:
The British Airways provide flight and carriage services across many destinations. The
company is going to launch a stimulator game “Flight Simulator” during journey. It will be a
racing and visual game which passengers will play during the idol time while waiting for flights
also during the journey as well. The main purpose of this game is to provide an intrusting
journey to the passengers and get acknowledged about the pilot stories by playing games on BA
website. The people could experience great services through playing this game which have a lot
of benefits:

As soon as the passengers start playing “Flight simulator”, they tend to get loyalty points in
every start of the game.
The passengers who will be winner will get additional points that can be used in their next
booking. These points have great points and benefits at the time of booking tickets, check out,
free convenience fees or food charges. The customer will get a substantial and satisfactory
journey by spending time in productive and cost saving activity (Dreimane, 2019). This game
can be played through using BIS software that will save points, passenger name, flight time,
starting and finish time. So that, no passenger will miss their benefits and enjoy the journey
across miles. This offer is attractive to customers and all the stakeholders as it will eliminate the
quality issue of British Airways. They could promote large customer engagement and remain one
step ahead from the competitors. The gamification strategy will enable stakeholder’s investment
by establishing value, and worth of price. This service will be delivered through website which
does not involve any charge for people participation. It can be deliver through ease on BA
application.
How to grow:
The game of “Flight Simulator” is basically a digital version of taking all the on boarding
and racing experience which shows how a pilot face situation. It creates awareness among people
as well as add loyalty points in account very they play on the board and off the board. The
British Airways will be able to grow this game though social media promotions, stakeholder’s
investment and influence through website and application (Gupta, Behl and Kumar, 2021). The
Game will cut down the charges from the site operations and even grow their website analytics.
It will enhance their brand name and recognition in the market.

CONCLUSION
The report has concluded that, gamification is crucial in recent time for aviation industry to
grow. The game will promote great customer experience and involve loyalty points for their
benefits.

REFERENCES:
Books and Journals
Dreimane, S., 2019. Gamification for education: Review of current publications. Didactics of
smart pedagogy, pp.453-464.
Gupta, M., Behl, A. and Kumar, Y.L.N., 2021. “Prevention is better than cure”: challenges in
engaging employees through gamification. International Journal of Manpower.
Shen, T., Weng, Y. and Han, T., 2019, July. Gamification of In-Flight Entertainment (IFE) to
Motivate People to Relax: A Case Design. In International Conference on Human-
Computer Interaction (pp. 414-426). Springer, Cham.
Elitok, S. and Bolat, H.B., 2020, September. Effect of Gamification Applications on Individual
Performance: Air Transportation Application. In The International Symposium for
Production Research (pp. 711-719). Springer, Cham.
McSorley, J., Kleber, J. and Blickensderfer, B., 2020, December. Gamification Theory:
Implications for General Aviation Weather Training. In Proceedings of the Human
Factors and Ergonomics Society Annual Meeting (Vol. 64, No. 1, pp. 1861-1865).
Sage CA: Los Angeles, CA: SAGE Publications.