Is Gamification the Future of Marketing?
Using different strategies taken from other disciplines and methodologies has long been the rule rather than the exception in the world of marketing, so it makes sense that from the earliest days of web design, this approach has been used for online campaigns, too. Today, it is harder than ever to get target consumers to interact with you for many different reasons. On the one hand, a more sophisticated “seen it all before” viewpoint is common, and on the other, a reluctance to “buy into” an advertising pitch covers a different but equally wide demographic. This is why advertisers are looking towards gamifying their approach.
The world of video games has grown into one of the biggest divisions of the entertainment industry on a global scale in recent times. Today, the launch of a new blockbuster game gets more attention than a Hollywood movie, and is also certain to generate more money in the case of the major league title releases. This means that there is a whole new demographic that advertisers can tap into, and fortunately, it is one that crosses over many of the older and more traditional lines of delineation.
Although many serious gamers use top-end equipment setups that are designed to give the very best end-user experience, millions of people also use cellphones and tablets to engage in games. This means that implementing some aspects of gamification into a marketing campaign can appeal to a maximized target audience.
On one level, businesses can make a gamification approach an extension of existing loyalty programs. Essentially, every time you buy something and get a loyalty card stamped, you are being gamified. Of course, it can take so many other forms, such as using smartphone functionality to feed into branded apps and connect with consumers in a way that helps them achieve a desired aim.
The way that gamers get so involved in Call of Duty and Warcraft for hours on end is a perfect example of how tactics can be utilized by digital marketers to take their campaigns to new levels. Famous for publishing both games, along with other mega successes such as StarCraft and Guitar Hero, Bobby Kotick has long known the value of getting end users to fully engage with his products. Kotick is the longest-serving CEO of any public technology company, and has also been a member of the board of directors of The Coca-Cola Company since 2012, meaning that he has an extremely good insight into how some of the biggest global marketing campaigns are put together.
Appliance of gaming theories
Successful gamification is a proven approach to marketing, but even many professionals in the sector still don’t really understand how it can be applied in practice rather than theory. Simply putting a game on top of an underperforming campaign won’t improve it; goals need to be identified and bespoke strategies created in order to achieve them. However, with some imagination, you can make your brand stand out from the crowd and build a level of engagement that turns casual buyers into loyal customers.