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Expansion of Gamification in Marketing

Gamification in marketing is very popular. From airlines’ mileage programs to earning discounts on gas at the local supermarket or any number of loyalty programs, gaming has become a very common method for brands to engage personally with consumers. The act of turning any process into a game constitutes gamification.  More than 90 percent of companies say they favor incorporating some type of gaming into marketing strategies. Those who include gaming in marketing campaigns say they realize a seven times greater conversion rate over non-gaming efforts, a good reason that the gamification market is estimated to grow by 30.1 percent by 2024. By the end of 2025, global gamification sales revenue is estimated to reach $32 billion.

Gaming can include loyalty programs that seek to improve the customer experience, and completion meters that engage prospective customers to complete a list of actions to receive a benefit, discount, or improved status with a brand. Virtual badges encourage consumers to take a series of actions to earn points or digital awards. Regardless of the type and format, gamification has proven to entertain players and increase sales but, like any marketing approach, it yields both pros and cons.

User involvement with a brand is much higher in gamification and leads to higher rates of engagement. Successful campaigns seek to increase a brand’s awareness and loyalty which can create a more favorable customer experience. Games regularly increase the amount of data to be collected, providing an advantage of learning more about the brands’ best customers. In digital marketing, credible consumer data is critical to segmenting and targeting a market. Consumers love playing games, particularly when something of value awaits them at the conclusion or next level. Keep the rules and progression of the game simple and reasonably achievable. Making the qualification for success too difficult or complicated may turn off players and end the conversation.

Other game elements include creating a sense of motivation and urgency, encouraging users to complete desired actions to earn rewards or unlock achievements. Identify clear and precise goals and invest extra time to identify the targeted audience. Identify gaming elements like points, badges, levels, leaderboards, and challenges and incorporate them into the game structure. Encourage participants to share and invite others to join the competition. Perhaps the most important aspect of creating a successful marketing game is keeping it simple. The process of creating and implementing games into a marketing strategy requires creativity, time, and money to build customers’ understanding of the gameplay rules, build the necessary animations, and establish testing and marketing metrics.

Marketing metrics are critical if marketers are to develop a meaningful understanding of how the tactics are working. Metrics are sets of data that monitor a brand’s campaigns and consumer conversations to determine how effective the messaging and channels perform. Metrics can indicate the most effective direction gaming campaigns should proceed, saving valuable marketing spend and optimizing marketing strategies’ overall efforts.

Gamification marketing can be a powerful option to engage customers at every touchpoint. If done correctly, it can be used to increase customer engagement, enhance brand loyalty, improve conversion rates, boost customer retention, and expand a brand’s reach. To learn more about whether gamification could boost your marketing efforts, contact Junction at 678-686-1125.