PLAY, GAMES AND GAMIFICATION: POSSIBILITIES FOR CUSTOMER LOYALTY Joey Lam Simon Fraser University inlam@sfu.ca Karen Robson University of Windsor krobson@uwindsor.ca Kirk Plangger King’s College, London kirk.plangger@kcl.ac.uk Jan Kietzmann University of Victoria jkietzma@uvic.ca Ian P. McCarthy Simon Fraser University and Luiss imccarth@sfu.ca Leyland Pitt Simon Fraser University lpitt@sfu.ca Lam, J., Robson, K., Plangger, K., Kietzmann, J.H., Pitt, L. and McCarthy, I., 2022. Play, games and gamification: Possibilities for customer loyalty. In the Handbook of research in customer loyalty (pp. 173-188). Edward Elgar. ISBN: 978 1 80037 162 0