Gamification in marketing is not an unfamiliar word anymore! We are not only a generation of instant gratification, but we also expect our experience to be non-monotonous and fun. 

Although, sometimes, upon hearing the term ‘Gamification’, people think it has something to do only with gaming which is a complete misconception! 

The technique of gamification originated from computer-based games to engage non-gaming users and enhance their experience. Game mechanics were then introduced to various companies, which resulted in better engagement among users and also employees at the workplace. Well, who does not like to receive awards or feel like a champion?

What is Gamification?

Gamification is a process where you take the core of what makes games fascinating and incorporate it into non-game experiences. It involves absorbing fun and addicting elements from game mechanics or game design software into real-world applications. 

Using gamification elements such as badges, leaderboards, points, rewards, personalization, and more will increase user engagement, loyalty, and effective results in your business. It also helps you create an unforgettable experience for your user, which will result in better user interaction, participation, and satisfaction.

Gamification is literally 75% psychology and 25% technology!

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What is gamification in marketing?

Businesses need innovative marketing strategies to grow. And gamification is one of the best and most popular strategies to reach out to your online customers in various ways. 

Attracting users using numerous gamified elements creates a sense of competition among them and motivates them to stay on your website or application for a longer period. This activity automatically increases your brand loyalty, user engagement, and retention.

The main objective of gamifying marketing is to increase your brand awareness, ensure incentivizing sales, and increase your profits.

But keeping in mind that there are humans on the other end is an important factor too. Delivering emotional responses which will help your users relate and connect to your application is crucial for your brand growth and repeat business.

“Gamifying marketing makes people work together as a team even though they are complete strangers”

Pete Jenkins

Below are a few examples of gamification in marketing:

Nikefuel application:

The personalized fitness tracking Nike+ and Fuelband accessories enable Nike to connect with their customers while gathering valuable information about them.

The personal data they collect is useful for enhancing their targeted content marketing campaigns.

Nike+ Fuelband gives users incentives for using athletic tracking devices to compete against others while running and working out, which actively fosters lifestyle changes by helping their customers keep themselves fit.

The NikeFuel app can be linked to social media, which lets users share and compare achievements.

Trophies and badges are awarded to those who reach milestones and achieve athletic accomplishments, which further encourages consumers to use their products and seek more rewards 

My Starbucks reward:

Starbucks applies gamification techniques through its loyalty program “My Starbucks Rewards” as a way to increase customer engagement and ensure repeat business.

Customers who become Starbucks Reward members receive incentives such as free food and drinks, and customers receive points or “stars” with each purchase.

Customers can then redeem these stars for specific items or prizes. Other unique rewards, such as a free birthday beverage and free refills, become available as customers earn more stars. Those who reach gold status stand to receive the best rewards.

Starbucks provides incentives to give consumers a sense of achievement and reinforces the idea that loyalty is appreciated and rewarded!

“Marketing is a customer engagement focus area, and it mostly stays on a loyalty”

Ercan Altuğ Yılmaz

The eye-spy pretzel game:

When M&M launched a pretzel-flavored version of their candy, they used gamification and social media as a marketing strategy to promote their new product.

The simple and inexpensive strategy involved an eye-spy game that was published on the brand’s Facebook page. 

They posted a graphic consisting of many multi-colored M&M candies and challenged their followers and consumers to find a tiny “pretzel guy” hidden among the candies.

The game quickly went viral. The Eye-Spy Pretzel game received over 25,000 likes, 6,000 shares, and 10,000 comments.

Now, did you find the pretzel guy in the above image?

KFCs Shrimp attack game:

When KFC added shrimp to its menu in its Japanese restaurants, the brand wanted to create enthusiasm among the people.

They went for a strategy that not only involved increasing awareness but also included incentivizing users to try the new item by rewarding them through discount vouchers.

The solution was Shrimp Attack, a game that involved protecting KFC’s chicken kingdom’s castle from Ebi shrimps by slashing at them when they popped up from the bottom of the screen (something like Fruit Ninja).

The more shrimps you slash, the more points and discount vouchers you are rewarded.

This gamification strategy saw 22% of people who played the game redeem their rewarded voucher within a store. The store sales figure increased by 106% as a result!

Chipotle Love story game:

Chipotle launched a memory game based on their short film “A Love Story,” in which customers were supposed to match real ingredients together while avoiding the use of added colors and flavors.

Players were rewarded with a buy-one-get-one-free coupon for any food item. Customers can play the game and receive rewards all on their mobile devices. 

The reward encourages consumers to play the game, stay engaged with the company, and purchase more, while the game itself strengthens the brand message of using healthy, real ingredients as opposed to artificial colors and flavors.

This provides an opportunity for customers to interact with the brand while bringing attention and buzz to the company.

Conclusion

The usage of Gamification is increasing extensively each year, and as time progresses, you will see it being integrated with marketing strategies all around.

If done right, gamification can bring about a tremendous change in your business irrespective of its size and can create magic!

Focus on adding value and not just adding something fun that is irrelevant and pointless. If you can not create an engaging, entertaining, and memorable experience, then there will be no results.

To gain a better understanding of what Gamification in Marketing would look like for your brand, contact Upshot.ai today and book a free demo!

The Upshot.ai Advantage

Upshot.ai is an omnichannel, user engagement, and gamification platform that helps digital product owners and marketers improve product adoption and conversions.

With Upshot.ai, banks, Insurance, and FinTech firms can enhance their digital experiences with pre-built gamification features. It can provide personalized insights, actionable recommendations, and contextual nudges designed to deepen its relationship with its users. 

Book a demo of the most comprehensive user engagement and gamification platform to achieve your digital product goals. Join our communities for more insights, guides, and best practices that keep you updated with proven strategies and tips to supercharge your campaigns.