Skorokhodov S.N.
Financial University under the Government of the Russian Federation, Moscow

Objective of the study was to development of algorithms for the effective use of digital gamification tools in the marketing strategies of sports organizations.
Methods and structure of the study. The following scientific methods were used in the course of the work: the method of systems analysis, the method of comparative characteristics, generalization, systematization, and the structural-functional method.
Results and conclusions. A reasonable conclusion has been made that the efficiency and effectiveness of competitive marketing strategies in sports are determined by the degree of integration of elements of innovative, creative interaction of organizations with the target audience. The involvement of fans and consumers of sports goods and services in marketing communications through gamification tools provides conditions for long-term cooperation and, consequently, strengthening the companys image and brand in the external environment of sports marketing. Gamification as a set of effective ways and methods of interactive digital marketing is successfully applied in various segments of the sports industry, optimizing the solution of operational problems associated primarily with the motivation and training of employees, multichannel customer engagement, as well as improving the results of marketing activities in the context of long-term strategic decisions. By means of such innovative solutions, not only the competitive advantages of individual commercial entities are formed, but also the investment attractiveness of the sports industry as a whole is increased.

Keywords: sports industry, gamification, digital marketing, marketing communications, innovations in sports, competition, digital transformation.

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