Video, board, or card games; old like Pacman and modern like the Witcher. Everyone has played a game at least once in their life. Because most of us like games. And what if brands and companies could take advantage of the game features which we find so attractive? What if we could use games and entertainment in marketing to attract customers, sell more, generate engagement, and build loyalty? Nothing stands in the way of doing it!

Gamification is a strategy based on engaging the audience using game-specific mechanics. Such mechanisms include collecting points, unlocking rewards, reaching new levels, or competing with others. Gamification can be successfully applied in the education sector, as well as in the business world and marketing. While teachers teach students through playing, companies can achieve greater engagement of their employees and customers.

Why does gamification work?

  • It refers to the need for competition, which we all carry inside of us to a greater or lesser extent.
  • It poses small challenges to us, which our brain loves. Every time we overcome them our self-esteem is strengthened. The brain also releases dopamine, a neurotransmitter responsible for the sense of satisfaction and pleasure.
  • It introduces an entertainment factor that always makes everything easier and more enjoyable. In the case of marketing, it facilitates educating customers and building relationships.

Gamification does not require a large marketing budget. Creativity and good knowledge of the target group can work wonders. What can you gain with this strategy?

  • You will motivate recipients to interact with your brand and leave their contact details.
  • You will generate a positive experience – your brand will be remembered.
  • You will make the audience establish an emotional connection with your brand.
  • You will develop lasting relationships with the target group, causing a steady increase in its commitment and trust.

 

Gamification campaigns, whether in digital or traditional environments, can be used in marketing in as many ways as there are ideas and budgets. Although gamification is often associated with digital platforms, it can be transferred to physical activities, such as the introduction of loyalty cards, thanks to which a customer can receive a product or discount.

Examples of gamification techniques in e-commerce.

  1. Missions and tasks.
    They help to build engagement of customers and increase their knowledge about the brand. Collecting points, which can then be exchanged for discounts is an additional motivation.
  2. Regular competition.
    Offer discounts, gifts, or surprise boxes for the winner. Make sure that the rules are clear from the beginning.
  3. Members club.
    By creating such a club, you help your audience establish a closer relationship with your brand. Additional actions and benefits (e.g., discounts or limited products) give a sense of belonging to an elite group.
  4. Giveaways.
    In this type of competition, the person that is chosen randomly wins. It is necessary to clarify the rules so that there are no misunderstandings.

In the near future gamification will become one of the basic tools for promotion and building customer loyalty. With demand, the number of available solutions will increase; and so, will the competition. It is therefore worth taking a closer look at the different faces of gamification and gradually introducing its elements into the strategy of your business.