Marketing professionals never hesitate to try innovative ways to reach their target audiences, attract them and turn them into loyal users. Gamification, which is increasingly popular, is one of these ways. So what is gamification and where is the usage area? Here’s what you need to know about gamification …
What is Gamification?
One of the most frequently used terms in the marketing world in recent years is undoubtedly gamification. Many businesses, from giant global brands to innovative startups, include gamification in their marketing strategies. So what is gamification? Although the definition of gamification can be make in many different ways, it is possible to summarize this concept in its simplest form as “adding game elements to non-game activities”.
To clarify the definition a touch more, gamification also can be defined as “applying the standard elements of playing games (gaining points, competing with others, exploring and arousing curiosity, etc.) to other activity areas. the aim of gamification as a marketing technique; to enable the audience to attach with the merchandise or service, to motivate them to shop for and to form the entire process fun.
Where Is Gamification Used?
Although gamification has become popular especially with the rise of digital marketing, it is actually a method that has been use for a long time. Gamification, which has many applications from education to human resources, is more common in marketing trends today. It offers endless possibilities and possibilities to brands as a suitable method to be used in the marketing strategies of almost all sectors. Here are some of the uses of gamification:
Brands can design interactive games for their customers to earn points and then spend those points. For example, a world-famous coffee store chain allows its users to create a loyalty card via the mobile application. With this card, users not only make mobile payments through their smartphones, but also get stars for every coffee order. On top of that, it is possible to earn a complimentary coffee when a certain star rating is reached.
Competitive gamification practices and leaderboards keep customers’ interest in the brand fresh. The virtual running club, which includes thousands of amateur and professional athletes around the world; is one of the best known of competitive gamification applications. Users of the virtual running club can participate in a global community competition and run for the 7 million kilometer goal. The application, which has a high dose of competition, not only motivates the users, but also supports them in reaching their goals with the running coach.
Customer loyalty and reward programs can be make more attractive thanks to gamification designs. Earning points or status as you spend money and then gaining tangible benefits from those earnings connects customers to the brand. popular campaign dramatization of Turkey’s leading food ordering site, is a successful example of this ward race. This campaign has over a hundred actions that earn users points. Users can follow their standings and rankings on the public weekly leaderboard, which increases the competition.
The mobile application of the world-renowned China-based shopping site includes a game where users can grow trees. Users who earn discount coupons as they grow trees often need to check the application thanks to this game. Thus, the probability of seeing new products added to the site and shopping increases.
Gamification applications designed to support onboarding processes developed for new employees make it easier for employees to adapt to the workplace. The virtual hotel game of a world-renowned hotel chain offers a complete hotel simulation, allowing new employees to learn in-house rules and basic practices in a highly entertaining way.
What are the Advantages of Gamification?
When the gamification experience is designed correctly; it provides great advantages to both users and brands, here are the highlights of these advantages:
Contributes to brand awareness
Brands can establish more contact with their target audiences thanks to successful gamification applications. Fun gaming campaigns supported by social media strategies enable brands to reach hundreds of thousands of people.
Increases user interaction
Gamification stands out as a powerful tool in this period; when brands try to establish more effective and lasting connections with their target audiences. There is one of the most effective methods; to keep current users’ interest in the brand always warm and to create loyalty in them. In addition, there is also contributes to the interaction of users with each other.
Increases user motivation
Gamification also has a strong effect on promotion studies; which can be define as a tool to convince existing users to re-act.
Helps to collect data
Gamification is also a unique tool in collecting data, which is the most important gem of the Big Data age. Which is a way of obtaining personal information about current customers and target audience legally, gives brands a very important power for their future campaigns.
Attracts Generation Z’s attention
It is not easy to attract the attention of the Z generation, which shapes all trends. Gamification is a great way to get on the radar of this generation growing with smartphones and invest in the future of the brand.
You can either use these applications; to reach your brand’s target audience or increase the motivation of your employees. Also you can reach your goals by taking the power of the game behind you.