Gamification and interactive content are hot topics – but what is it all about? Although gamification is familiar, figuring out what it is about is not necessarily that simple. Gamification approaches us from many different directions. Someone thinks it’s about playing cards, another thinks of slot machines in the shop’s hallway, and a third thinks of games promoting studies. Let’s make it clear right from the start. This article deals with marketing-supporting games on everyone’s lips, which gets people to spend time with the brand and promote user participation. And a commitment to the service or product used.
One of the most influential gurus of gamification. The American Gabe Zichermann, has defined gamification as a process. It utilizes game thinking, dynamics, and mechanics to solve problems and engage users.
Gamification Aims for Marketing Benefits.
The gamification definition is a tricky concept. Because gamified business applications have quite a bit in common with entertainment games. The game itself, without relevant content, does not solve marketing challenges. The primary purpose of gamified applications is to build long-term commitment and customer loyalty.
So gamification is not entertaining business or turning it into a simple game or play. But engaging, motivating, training, and managing customers, partners and staff by applying familiar game elements. Using game mechanics makes it easy to involve people in the survey, for example. The user of a memory game actively receives information.
The game is a marketing activity integrally integrated into the marketing plan. Gamification can deepen the relationship between the customer and the brand. Information about potential customers’ preferences and purchase intentions can be obtained and collected proactively through interactivity.
Shortcuts to the purchase path or direct customer paths
The selection includes 25 different and carefully conceptualized games that can be used at various stages of the purchase path. It is possible to gamify a particular target stage or the entire purchase path one game at a time. When the goals are clear, you can measure, for example. The time spent playing, contact information received, newsletter subscriptions and leads, and collecting customer data for targeted marketing. The requirements of the GDPR can be considered in everything we do.
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An example of a path where new and also previously used games were used again:
With games, you can get more out of your marketing investment. There is evidence of this in both B2B relationships and consumer marketing. For example, Neste has used games in a planned and successful way to increase the number of Neste app users. In the first phase, marketing permissions collect from potential customers with the help of games. They were made to download the app, and then the focus was on strengthening user loyalty. By activating the use of the mobile app by using games to highlight the benefits and advantages of using the app. Including monthly changing offers and contests.