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Gamification or how to create engaging experiences!
What are the benefits of gamification in a marketing strategy?
Creating unique experiences for brands.
Gamification consists of integrating game mechanisms into a situation that is not a game. It helps drive user engagement, acquisition, retention, motivation and interaction with a brand or product.
To capture attention, you have to be identifiable, and to be identifiable you have to offer engaging experiences that are out of the ordinary. One of the goals of gamification is to transform the user into an actor of his experience. Whether it becomes an ambassador for a product, a service or a brand. Gamification uses different playful elements to enhance this experience.
Increase engagement
One of the main benefits of gamification is to increase user engagement. Game mechanics stimulate curiosity and the desire to progress, which encourages users to explore the product or brand further. It also translates into increased time spent on a website, a better understanding of a product's features.
Strengthen interaction with customers
Gamification also allows for increased interaction with customers. By incorporating gaming elements, a brand can create an emotional connection with its customers, offering them an interactive and personalized experience. Games can be used to encourage customers to share their experience with others, or to give feedback on a product or service.
Improve memorization
Gamification can also improve the memorability of a product or a brand. Games are often based on images, colors, sounds and emotions, which are all stimuli for the memory. Users are more likely to remember a product or brand that provided them with a meaningful gaming experience.
Develop sales
Finally, gamification can boost a brand's sales. Games can be used to encourage users to purchase products or subscribe to services. Gaming mechanisms can encourage users to spend more or return to a website to take advantage of new offers.
By driving engagement, interaction, recall and sales, gamification allows brands to create a unique and personalized user experience.
Some examples of gamification techniques to increase retention, loyalty, engagement or acquisition.
- Loyalty programs : To reward customers for their commitment and loyalty to a brand or product. Rewards can take the form of points, coupons, discounts... what better way to keep customers coming back for more rewards !
- Challenging Gameplay : Competitive or cooperative, challenges within games allow users to create an emulation to earn rewards for their performance. This creates a sense of community and belonging, which encourages users to return regularly to participate in challenges and contests.
- The mechanisms of progression : Levels and badges encourage users to continue using a product or service. Users can earn levels or badges by performing specific actions, such as reaching a certain number of points or completing a series of tasks. This encourages users to continue using the product or service to earn more and more benefits and rewards.
- The rewards : Random rewards are also a good way to keep users coming back to a website or app. In the form of points, coupons or discounts encourage users to continue using the products or services they have subscribed to.
- The scenarios : In the form of quests/adventures encourage users to explore a product or service in more depth. Users can be given assignments or challenges to complete, which encourages them to use the product or service on a more regular and comprehensive basis.
Gamification also serves to create an engaging and motivating environment, which helps brands in their quest to improve their kpi for their products or services. As you can imagine, gamification can be used in a variety of contexts and in any industry. Gamification offers a unique opportunity to increase engagement, interaction, recall and sales.
