What is Gamification?
Gamification increases the probability of an individual repeating desired steps while influencing human behavior through games. Essential game elements used in Gamification include virtual goods, scoring systems, ranking lists and small incentives. Gamification is gaining popularity in marketing, HR, education and other industries.
When it comes to customer engagement, gamification has plenty of obvious benefits: it’s an entertaining way to maintain customer interest in your product and organisation, and by sharing their results and experiences on social media, your customers expand the reach of the game to new potential customers while encouraging brand awareness.
How Does It Boost Brand Engagement?
Here are a few proven techniques to increase brand engagement using gamification.
- Educate customers through games
For example, “imagine you’re a bank that’s looking to acquire new customers,” says John Findlay, cofounder, Launchfire. “Rather than creating ads that talk about how your bank [or financial service business] is different, create a [free] online game that challenges players to build a financial empire by making good investment decisions.”
To foster engagement, “nest branded messaging and relevant advice into [the] game so players learn more about your offering[s] as they play.” To further encourage engagement – and get players to open an account – offer some kind of “reward,” say free checking for a year, or a $100 savings bond for “winning” the game.
- Introduce a new product or service with an informative game
Brands can create fun games such as racing style games or retail shopping games where the game could offer them advice about the right type of shoes for running or provide on-trend shopping tip. This advice can then be used for running faster in the game or dressing up better and earning more points.
- Create games that are easy and winnable
Nectar managing director, James Moir says: “Keep [games] simple and ensure customers feel that they have a good chance of winning. Gamificiation is only going to engage customers [if] they can see a chance of getting something out of it. For example, we run swipe-to-win campaigns with a number of our Nectar partners such as Sainsbury’s. It is a very simple mechanic that rewards every customer, with the chance of winning a big prize,” he explains. “It’s simple, efficient and can be marketed broadly, which keeps existing customers engaged and reactivates lapsed ones.
For example we recently ran a campaign with Sainsbury’s, where customers could win a points prize (from 200 to 5,000 Nectar points) when they spent over £10 and swiped their Nectar card,” he says. “The points were issued as a voucher, which they simply scanned the next time they swiped their card at Sainsbury’s.”
Keep your eyes on the scoreboard because this game isn’t over just yet!
Now that we know how gamification works for brand engagement, it is crucial to incorporate it as part of your marketing campaign. Contact Dinomite and we’ll create the best experience for your customers through gamification techniques.