The world of advertising is vast and consists of creativity based ideas that enhance the business productivity of a certain product or a company. The right kind of advertising ensures that a product has reached the right kind of public and to achieve that, different approaches are incorporated. As technology has advanced, new angles are added to boost up sales of a company which includes an innovative technique of gaming in the marketing world. Friendly competition exists among renowned brands, but recognition can be achieved if advertisement strategies are based on technological versatility.
Gamification is a concept when a company adopts to advertise through the use of game-related approaches. Gaming marketing allows the promoters to have their name or the product featured in the world of digital games. Business Marketing Game is a marketing approach where marketers combine ads and games in the business (gaming elements incorporated into a non-gaming context ). Nowadays, many advertising companies have been pursuant and creative in their attempts to combine ads and games. It involves gaming elements incorporated into a non-gaming context to expand engagement levels and find new ones to increase sales. For effective strategy and business enhancement, different marketing platforms use the concept of gaming to attract people and other enthusiasts.
This way the products are being pleasantly advertised in a non-fashioned, appealing way. It is borrowed by companies who aim to engage customers and bring in prospective clients from all over the place as gaming unifies individuals therefore positively promoting business. They grant an opportunity to engage the target audience through a gaming experience. A common example of marketing gamification includes websites, content, or draws where participants play to win a prize.
With the changing domain of technological aspects, businesses, cultures, and so on are directly affected by how marketing is received by the majority. Because of this transformation, marketers need to revive their stances and step into a new area to increase their return on investment. Gamification marketing has been a new concept and has been around since 2010. This was the year when the term entered professionally into marketing, making its way into most of the advertising establishments. Small business owners are well acquainted with the fact that even the top marketing firms and members sometimes need a lift in motivation as their ideas become monotonous over time. The addition of gaming is, therefore, a non-threatening and productive way to motivate the staff and eventually sales. Additionally, different departments in the advertising companies such as sales, advertising, website and customer support, graphics, publicity, and marketing are not linked to each other as these departments usually work independently, but marketing gamification acts as a bridge and unifies the departments of a company.
Common techniques such as competition, ranking lists, rewards, scores, and incentives are used in the gamification process where consumers are connected through a mobile device. The consumer-oriented games have allowed the companies to build loyalty, create connections, and give them a reason to return to the company after receiving incentives. International companies and brands get the most benefit from this novel concept because of the global reach of video games and smartphones.
Below are a few international brands that have proudly attained global customers by incorporating marketing gamification.
M&M’s
This a classic example of gamification. In 2013, M&M launched a game for its Pretzel marketing campaign. The users were given large graphics of candies along with a small pretzel hidden in them. The task was simple: to find the hidden pretzel. The benefits were vast. The brand was able to boost engagement, inviting over more than 25000 likes on the Facebook page. The concept allowed a fun engagement and also upgraded sales for M&M.
Nike
Nike also marketed a campaign called NikeFuel. In this game, the users compete against each other using physical activity. There was an app noting the activities and user performances which was converted into points. NikeFuel unlocked unique trophies and rewards after the users were able to reach a designated level. This allowed the brand to be highlighted on social media as results were shared on social media accounts.
Starbucks
One of the well-known brands Starbucks also followed the trend. My Starbucks Rewards used gamification technique to transform the user’s loyalty program card into a more rewarding one. This way customers gain stars and points after every purchase which can be later compensated for free drinks and food items.
Domino’s
Domino’s launched an app that uses gamification techniques as well. This app has been accessible all over the world, gaining customers on a global level. Through this app, consumers can customize pizza by adding their choice of toppings and placing them in the oven for baking. Through this, Domino’s was able to increase sales and engage the audience.
The usage of gamification in marketing strategy poses a series of benefits. Using this technique, the advertisements are only focused on the required and needed material rather than browsing through redundant material. The internet is crammed with unnecessary content which is why people’s attention span is low. This approach will allow the company to stand out and differentiate the brand from others. It is also a way to generate demand by showcasing the latest products, discounts, vouchers, and offers using a virtual gaming experience. This also allows consumers to win incentives and rewards at the end. Everyone loves to win something and this can be a great initiative to grow an email list and sending an offer to game participants.
A fun way to interact
Gaming always brings excitement and enjoyment to users. It is a new form of entertainment and incorporating business strategy through gaming is a sensible approach.
Engage
Unlike conservative advertisements, this is an ideal method to engage users who are not only gaming enthusiasts but also potential consumers. Users of this category are provided with both options and engagement can be garnered proactively from these users. This is a marketing win for companies. There is an opportunity for businesses to display their ideas and brands in creative methods throughout the time the user is interacting in the game.
Affordability
Most marketers claim that the conventional method of promotion including television, radio, and newspaper is an expensive way. The wider the brand reach is the more expensive advertising is. The gaming approach is however less costly as smartphones are accessible and the software required for the purpose is also handy and can be developed quickly.
Wide market reach
A business marketing strategy is not always specified to a single age group. Gamers are present everywhere and are multi-generational. According to research conducted by Forbes, 42% of the entire gaming revenue came through mobile gaming. The market is vast and varied. The target market may include individuals of all races origins and preferences of a specific product thus making it easier and convenient if gamification is applied.
New hires in the field of gaming marketing strategy will need to have an upper hand in apps and software development. Alongside this, they would also need to have insights regarding quantitative results, evaluate data, research thoroughly, draft interesting media campaigns, and conduct market research.