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[2023] The 7 Different Types of Gamification in Marketing
Gamification has become a powerful tool in marketing strategies, with an increasing number of companies leveraging its benefits to engage customers, drive brand loyalty, and increase sales. In fact, over 70% of Forbes’ Global 2000 Companies are planning to use gamification for marketing and customer retention. But what exactly is gamification, and how can it be applied in marketing? In this article, we will explore the seven different types of gamification in marketing and provide insights into their benefits and drawbacks.
Table of Contents
- Quick Answer
- Quick Tips and Facts
- Background
- Transmedia Gamification
- Brandification
- Advergames
- Experiential Marketing
- Alternate Reality Games (ARGs)
- Gamified Loyalty Programs
- Gamified Social Media Campaigns
- FAQ
- Conclusion
- Recommended Links
- Reference Links
Quick Answer
Gamification in marketing refers to the incorporation of game elements and mechanics into non-game activities to engage and motivate customers. The seven different types of gamification in marketing are:
- Transmedia Gamification
- Brandification
- Advergames
- Experiential Marketing
- Alternate Reality Games (ARGs)
- Gamified Loyalty Programs
- Gamified Social Media Campaigns
Quick Tips and Facts
- Gamification in marketing can increase customer engagement by up to 48% and brand loyalty by up to 28%.
- Over 80% of consumers are more likely to engage with a brand that offers a gamified experience.
- Gamification can help businesses collect valuable customer data and insights.
- The global gamification market is expected to reach $30 billion by 2026.
Background
Before diving into the different types of gamification in marketing, let’s first understand the concept of gamification itself. Gamification is the process of applying game design principles, mechanics, and elements to non-game contexts to enhance user engagement and motivation. By incorporating elements such as points, badges, leaderboards, challenges, and rewards, businesses can create immersive and interactive experiences that captivate their target audience.
Now, let’s explore the seven different types of gamification in marketing and how they can be effectively utilized.
Transmedia Gamification
Transmedia gamification involves extending a media property into a different medium to expand upon or support it. This type of gamification allows marketers to create a cohesive and immersive brand experience across multiple platforms and channels. By leveraging different media formats such as movies, TV shows, video games, books, and social media, businesses can engage their audience on various levels and deepen their connection with the brand.
Example: Nintendo’s release of “007: GoldenEye” for N64 to promote the film “GoldenEye” is a classic example of transmedia gamification. By allowing players to step into the shoes of James Bond and experience the action-packed world of the movie, Nintendo successfully generated buzz and excitement for both the game and the film.
Brandification
Brandification refers to in-game advertising for real-world products and brand awareness. By integrating branded content and advertisements into video games, businesses can reach a large and captive audience while seamlessly blending their brand into the gaming experience. This type of gamification allows marketers to increase brand visibility, drive product awareness, and create positive associations with their brand.
Example: Tesla’s placement of their cars in the popular game “Player Unknown’s Battlegrounds” (PUBG) is a prime example of brandification. By allowing players to interact with Tesla vehicles within the game, the company not only increased customer engagement but also showcased their innovative and eco-friendly brand image to a massive gaming audience.
Advergames
Advergames are online video games that promote a brand, product, or marketing message. These games are specifically designed to entertain and engage players while subtly conveying the brand’s message or showcasing its products. Advergames can be highly effective in capturing the attention of consumers and creating a positive brand experience.
Example: Branded games like “Candy Crush” and “Temple Run” have been widely successful in promoting products and services. These games not only provide hours of entertainment but also incorporate subtle brand placements and advertisements, creating a seamless integration of the brand into the gaming experience.
Advergames are the most common and cost-effective form of gamification marketing. They allow businesses to reach a wide audience, increase brand awareness, and drive customer engagement at a relatively low cost compared to traditional advertising methods.
Experiential Marketing
Experiential marketing involves providing a fully immersive and interactive event linked to a brand campaign. This type of gamification allows businesses to create memorable experiences that resonate with their target audience. By incorporating game elements such as challenges, puzzles, and rewards, experiential marketing campaigns can generate excitement, foster brand loyalty, and encourage word-of-mouth marketing.
Example: Nissan’s campaign at the Fast 5 Netball series is a great example of experiential marketing through gamification. Nissan created an interactive game where players had to swat away incoming Netballs for a chance to win prizes. This immersive and engaging experience not only entertained the participants but also strengthened the brand’s association with excitement and fun.
Alternate Reality Games (ARGs)
Alternate Reality Games (ARGs) are online experiences that use the real world to tell a story through user actions. ARGs blur the lines between fiction and reality, engaging players in a collaborative and immersive narrative. By solving puzzles, uncovering clues, and participating in real-world activities, players become active participants in the game, creating a deep sense of engagement and connection with the brand.
Example: The “I Love Bees” ARG created for the release of Halo 2 is a legendary example of ARG gamification. With over 600,000 participants, the game involved players solving puzzles, visiting real-world locations, and interacting with fictional characters to unlock exclusive content. This innovative marketing campaign not only generated massive buzz but also created a dedicated community of fans eagerly awaiting the game’s release.
Gamified Loyalty Programs
Gamified loyalty programs leverage game mechanics to incentivize and reward customer loyalty. By incorporating elements such as points, levels, badges, and exclusive rewards, businesses can encourage repeat purchases, increase customer engagement, and foster brand loyalty. Gamified loyalty programs provide customers with a sense of achievement and progression, making them more likely to continue engaging with the brand.
Example: Starbucks’ “Star Rewards” program is a prime example of a gamified loyalty program. Customers earn stars for each purchase, which can be redeemed for free drinks, food, and other rewards. By providing a clear progression system and exclusive perks, Starbucks successfully motivates customers to choose their brand over competitors and become loyal advocates.
Gamified Social Media Campaigns
Gamified social media campaigns involve incorporating game elements into social media platforms to engage and motivate users. By leveraging features such as quizzes, contests, challenges, and leaderboards, businesses can create interactive and shareable experiences that drive user participation and brand awareness. Gamified social media campaigns can be highly effective in reaching a wide audience and generating viral content.
Example: McDonald’s “Monopoly” campaign on social media is a classic example of gamified social media marketing. By encouraging users to collect virtual game pieces and compete for prizes, McDonald’s successfully generated buzz, increased social media engagement, and drove foot traffic to their restaurants.
FAQ
What are the different types of gamification?
There are seven different types of gamification in marketing:
- Transmedia Gamification
- Brandification
- Advergames
- Experiential Marketing
- Alternate Reality Games (ARGs)
- Gamified Loyalty Programs
- Gamified Social Media Campaigns
Read more about “… What is an Example of Gamified Learning?”
What is an example of gamification in marketing?
An example of gamification in marketing is Tesla’s placement of their cars in the game “Player Unknown’s Battlegrounds” (PUBG). By allowing players to interact with Tesla vehicles within the game, Tesla effectively increased customer engagement and showcased their brand to a massive gaming audience.
Read more about “What is an Example of a Gamification Technique? …”
What are 5 gamification ideas?
Five gamification ideas for marketing include:
- Creating a gamified loyalty program with rewards and exclusive perks.
- Developing an advergame that promotes a brand or product.
- Hosting an experiential marketing event with interactive games and challenges.
- Launching a gamified social media campaign with quizzes, contests, and leaderboards.
- Incorporating game elements into a transmedia marketing strategy to create a cohesive brand experience across multiple platforms.
Read more about “Gamification in the Workplace …: Engaging Employees and Boosting Productivity”
How is gamification used in marketing?
Gamification is used in marketing to engage customers, drive brand loyalty, increase brand awareness, and encourage desired behaviors. By incorporating game elements such as challenges, rewards, and leaderboards, businesses can create immersive and interactive experiences that captivate their target audience and foster a deeper connection with the brand.
Read more about “What is the Difference Between Game, Gaming, and Gamification? …”
Conclusion
Gamification in marketing offers a wide range of opportunities for businesses to engage and motivate their target audience. By leveraging the seven different types of gamification discussed in this article, businesses can create immersive and interactive experiences that drive customer engagement, increase brand loyalty, and generate positive brand associations. Whether through transmedia gamification, brandification, advergames, experiential marketing, ARGs, gamified loyalty programs, or gamified social media campaigns, gamification has the power to transform marketing strategies and deliver exceptional results.
If you’re interested in learning more about gamification and its applications, check out our related article: [2023] What is an Example of Gamified Learning?.
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Reference Links
