Gamification and interactive content are hot topics – but what is it all about?
Although gamification is well known to figure 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 think 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 in Marketing
The term gamification was coined by Nick Pelling, a computer programmer. According to him, the idea behind gamification is to mix entertainment with education, engagement, and motivation. Gamification involves adding elements of gameplay and leveling systems to websites, apps, or any other digital medium for encouragement and reward.
Gamification is one of the most popular ways to increase user engagement, loyalty, and retention. It has been used in many online games as well as in websites, applications, and other digital services to increase user engagement. Gamification has also been used by companies like Google and Boeing to increase employee productivity.
The main aim of gamification is to engage users in an immersive activity where they can have fun and be rewarded for doing so. Gamification is more than just awarding points or badges to people who complete tasks; it also involves using game mechanics to create new experiences that are relevant to everyday life.
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.
What makes gamification successful?
Its success depends on employee interaction and game mechanics’ performance. It is not simply rewarding but achieving results. It is a means to inspire successful employees to motivate them to achieve their goals.
Employee engagement is key when it comes to gamification success as it increases the likelihood of achieving goals and improving efficiency. Gamification that is based on rewards will only work if employees are interested in them and want to participate in them.
The three key elements of gamification success are:
- The game mechanics must be enjoyable for the players; otherwise, they won’t want to play!
- The player needs to feel like they are achieving something with their efforts; otherwise, they won’t continue playing!
- The player needs to feel as though their efforts have value; otherwise, they won’t continue playing!
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.
Related post: The Best Gaming Chair Online for you.
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. 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.