If you are interested in new trends in online marketing, there are chances that you already know the term "gamification". What does it really mean? Is it just another temporary quirk, or does it deserve more scrutiny? So, by definition, it is "the process of using game concepts and mechanisms to engage users and influence their behavior." In fact, everything is very simple, but at the same time, in the field of business, gamification has great potential. According to the estimates of the leading consulting agency Gartner, by 2014, the top 2,000 global companies had already implemented at least one game mechanism for developing their business.
Why is gamification such a powerful marketing tool?
Gamification is important because it aligns the business interests of the brand with the interests of the customers, making content fun. Despite the relative newness of the term, it is actually a rather old concept. It turns out that you can learn a lot even from classic board games. By understanding the psychology of such entertainment, loved by generations, marketers can easily use a gamification strategy to attract new customers and increase brand awareness.
Self-expression
The first example is games that motivate expressive people. They are artistic and allow participants to showcase their creativity. What can you learn from here? Create an expressive ad campaign, brand advocacy platform, or an incredible viral program. McDonald’s Perfect Pair Contest aimed to inform about the new refreshing Strawberry Lemonade cocktail, generate content with the help of consumers and once again interest people with a brand with a long history. The competition was held on Twitter, and its essence was that customers nominated themselves and their soulmate for the title of "Best McDonald's Couple" by adding videos and photos to the gallery. After the jury selected the top ten tweets, the finalists submitted videos with arguments why they should win. The video winner was determined by a public vote. The campaign in question went viral through the creation of a platform for brand advocates. In addition, McDonald’s has effortlessly acquired a huge amount of unique content created by the customers themselves.
Predicting the future
Predictions are the strong point of various gadgets in the form of magic balls (for example, Magic 8 Ball). These games are a fun way for shoppers to learn something new about themselves. Marketers can use the same motivators to gain consumer insights, educate and attract new users, in the best way to recommend the right product or solution based on user responses. The women's fashion brand Madewell hit the mark by playing on people's desire to explore their personality. Choosing between multiple responses to lifestyle and preference questions, consumers end up with good advice on which fashionable clothing style they should embrace. This marketing ploy helps to increase the number of "likes" on social networks (if the application is presented not only on the brand page), increase awareness of the company's website and significantly expand the subscriber base. Prediction games and various questionnaire tests are an ideal data source for subsequent analytics.
Earning points and keeping score
Monopoly games entice us to play by offering competition, status and different payout levels. In the same way, they can influence consumers and marketers, allowing them to earn points (for completing different tasks) and track their progress. Brands can further engage their audience by using different badges (like emblems of official recognition and approval) or leaderboards embedded in the site's ux patterns.
Skills and abilities
These games require physical or mental effort (or both). They motivate users to try again and again to meet the conditions, improving their performance. In marketing, brands can use this psychological trick to create memorable educational experiences. Brands can also encourage users to share their results with other competitors, thereby fueling competition and increasing the fun's viral ratio. Gamification allows you to combine traditional marketing strategies with more innovative digital trends. With a little creativity and imagination, you can achieve very unexpected success!
