Why Gamification is so effective
As people, we like to be entertained. We like to have fun. We like to play. This should come as no surprise, as it is ingrained deeply into our culture and has been expressed for centuries. Marketers leverage this to attract, engage and retain their audiences. One of the most effective and popular ways of approaching this today is by deploying gamified experiences or “Gamification”, as it is more commonly referred to.
Prior to the widespread use of the term, which really took off around 2010, it was already being applied in many different fields of work, where game-design elements would be adapted into non-game contexts – drawing heavy inspiration from videogames.
In today’s context gamification is used across industries and for a multitude of reasons, such as to improve user engagement, improve learning and comprehension, increase and maintain motivation and productivity, steer better user flows and much more. It’s highly effective because it leverages people’s natural inclination for socializing, learning and self-improvement, and is designed to give people a sense of achievement through different types of reward systems.
Gamification in Marketing
The approach has gained a lot of traction in marketing, with over 70% of Forbes global 2000 companies saying that they plan to use gamification for the purpose of marketing and customer retention – this was back in 2013!
Some of the world’s biggest and best-known brands, such as McDonald’s, Toyota, Coca-Cola, Disney all deploy gamification in their marketing strategy. However, this doesn’t make it an exclusive club that is dictated by size or popularity. Today, developing and launching marketing games can be done quickly and easily, and has become available at a fraction of what is used to cost. Most company can now, should they choose to do so, implement games in their marketing mix and have success with it.
Here are some of the main benefits and reasons why you might want to implement gamification into your own marketing:
- Increase customer engagement
- Differentiate and strengthen your brand
- Educate about products/services
- Increase social shareability
- Generate new leads and nurture existing customers
To give you an example of what a branded game might look like, try Breguet’s own custom developed game below:
Don’t know the combination? Find it here together with more information.
It goes without saying that it’s important to align the brand values with the game experience itself and not just do it because it’s “cool” or “fun”. Check out this blog post, where we cover tips on how to best incorporate gamification into your marketing strategy.
Once you’re ready, it’s just a matter of deciding what the context should be: an online contest on social media, as part of signing up to your newsletter, special birthday surprise for existing customers, in-store interactive screen experience, for internal training or something entirely else. The options are endless.
Ready to give it a go? Create your free trial today!