Gamification has become ubiquitous and, as we sometimes hear, the world gambles itself. Unknowingly, we participate every day in different gamification models, from multinationals wishing to retain us or government organizations wishing to raise awareness, all subjects are applicable to the game.
What is gamification?
The term gamification refers to the application of game-specific codes, mechanisms and signals, including video games, to actions or applications for which they were not intended. The goal is to interest and accentuate the customer’s participation so that he or she becomes involved and loyal to the brand. For the gamification expert blog this is the perfect deal.
Gamification is practiced in three professional sectors:
- Marketing, through the collection of consumer information and database creation
- Commercial, thanks to the generation of traffic and sales
- Human Resources, via recruitment, training and motivation of the company’s teams
Offer experiential marketing to your customer
The competitive spirit and the desire for rewards are essential drivers of your target’s involvement. Thanks to the workings of video games such as rewards, challenges and personal progression, it is now easy to encourage users to progress in a game and create a customer commitment.
Gamification immerses the user in your world by making it interact with your products and services. We then join the experiential marketing. The values of the brand are more easily memorized through the light tone of entertainment. A consumer who is entertained is not wary of the type of message being broadcast; the brand seems to expect nothing from it. In this way, different brands adapt the product placement to video games.
Social networks: main actors of gamification
The link between games and social networks seems obvious to us through Candy Crush games, Farmville, and other planetary bestsellers. Yet gamification is also present through the contests now ubiquitous.
Consumer involvement can also contribute to the success of your brand through these contests by, for example, offering to imagine a new product in association with the company.
The participatory enthusiasm of these customers promotes the influence of your organization on social networks with a very low marketing campaign budget. The audience mobilization can be very fast, thanks to the strong virility in the entertainment world.
Entertain your audience to perform better
The game allows the involvement of individuals; it is now frequently applied to social causes. In Stockholm, during a road safety awareness campaign, Kevin Richardson launches the idea of the radar device “Speed Camera Lottery”.
The ingenious concept is to keep the basic principle of radar, that is to say, flash and punish speeding drivers, and add a playful facet to increase the involvement of the population. To do this, drivers meeting the limitations are also flashed and periodically drawn to win a prize pool paid by the fines of “bad” drivers.
This example illustrates the emergence of gamification, through the possibility of reward, in sectors previously qualified as unsuitable. The resounding success of the project prompted the Swedish administration to look into a nationwide project.
The game at the heart of modern marketing
Social networks have developed gamification through rankings common to knowledge circles, putting users in competition. The target has grown with more than 55% of inhabitants in France playing on social networks. 28 million players including over 45, representing 23% of players.
Give more impact to your messages, optimize your resources and content through gamification. You will build a loyal audience. An inbound marketing strategy will provide the control of the image necessary for the collective commitment for a brand.