Gamification in Marketing
Autor: Erika Jakobi
Date of Publication: 05/11/2022
Congratulations! You won! Which competitive nature doesn’t like to hear this phrase or anyone who likes to win free stuff? Businesses have tried to find a way to sprinkle a little fun into their marketing strategy specifically on their websites. Some websites look too dull, and others have found a simple yet effective solution: gamification.
What is Gamification in Marketing?
As the name implies, gamification is implementing games or game-like elements into your marketing strategy. Now, what is the goal of a game? The goal is to have a good time and win, preferably with a reward. So, gamification is encouraging someone to take the desired action by giving them a sense of accomplishment and reward.
What is the Psychology of Gamification?
Why is gamification successful? The Prospect Theory explains why games work so well. This theory demonstrates how even little rewards encourage people to exert extra effort in ways they otherwise wouldn't. Furthermore, individuals select risk probabilistic options when the odds of success are known. People put more effort when they expect a reward due to their intrinsic desire and sometimes brand commitment. Thus, gamification influences people's behaviours.
Why Include Gamification in Marketing?
● User Engagement & Education on Products/Services
User engagement tracking and promotion are simple due to gamification. If a consumer agrees to participate in a game on your website, it proves that your game was tempting enough to draw their interest. In addition to generating curiosity, games motivate players to stick around to claim their prizes. Additionally, gamification allows you to inform clients in a two-way manner. For instance, you develop a personality test to assist clients in selecting the right product. This way, you are learning about the needs of the customer and providing them with insights about what you have to offer.
● Brand Awareness
Gamification may increase brand awareness by encouraging participants to share their results with others. Another way to do so is by providing an experience that is so great that consumers remember your business.
● Conversion Rates
Customers can easily ignore a static ad when it stays in one place on your website page. However, a customer will more likely engage with a gamified ad. It is more likely that a customer will use their "prize" throughout their shopping trip on your website when they interact with a gamified advertisement. The reason is simple: the feeling of earning the discount.
What Types of Games Can You Implement in Your Website?
● Catch-Me Games (Peek-A-Boo)
A catch-me-if-you-can game is an easy approach to encourage website users to pay close attention to what is happening on your website. This kind of game could start as soon as a visitor comes to your website or after they click "Play." When the player finishes the game, you can display the score or give them a modest discount. Moreover, you could share information about your campaign.
Games like "spin the wheel" or "wheel of fortune" are excellent examples of gamification in marketing since they depend on chance. This is a practical strategy to apply to draw attention to your campaigns and limited-time offers from website visitors.
● Loyalty Rewards
Brands keep engaging their target audience by giving points, stars, or other currencies to customers when they make a purchase. These currencies are linked to discounts or promotional offers.
… and many more!
Ready to Level Up?
The path a buyer takes to make a purchase isn’t necessarily rational. Customers are more inclined to act if there is a clearly defined course of action. Gamification helps the consumer to go through a predetermined set of possibilities, ideally resulting in buying products/services. Additionally, it can turn your advertising into something customers simply cannot scroll past. This leads to engaging consumers and boosting revenue. Tip? The best way, as with many things, is to start simply by choosing one type of game for your website. The next step is to observe user feedback and make adjustments to enhance the user experience.
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Wainwright, C. (2022, September 22). How Businesses Are Using Gamification to Spice Up Their Marketing. Retrieved October 17, 2022, from https://blog.hubspot.com/blog/tabid/6307/bid/32993/how-real-businesses-are-using-gamification-to-spice-up-their-marketing.aspx