What is Gamification?

Gamification in marketing refers to the strategy of applying game mechanics and game design techniques in non-game contexts. It serves to engage and motivate people to achieve their goals. This approach uses elements such as competition, points, rewards, rules and player engagement to make marketing interactions more fun and engaging. Below we briefly discuss the history and background of gamification in marketing:

Early beginnings

The concept of gamification has been around for a long time, although it was not always known by this name. Early examples include loyalty programs such as frequent flyer miles and supermarket stamp cards. These programs incorporate primitive gaming elements such as earning points and reaching levels to encourage loyalty and repeat business.

Formalization and increase (2000s)

The term “ gamification ” began to become popular in the early 2000s. The formal study of gamification techniques became common in the late 2000s and early 2010s. Organizations began to see the value of using game design elements to influence and motivate consumers and employees. This was significantly driven by the increasing ubiquity and accessibility of digital technology. It offered new platforms and methods for gamifying experiences.

Digital revolution and mainstream adoption (2010s)

With the rise of mobile phones and social media platforms, companies found new ways to apply gamification. Social media platforms themselves integrated game mechanisms to increase user engagement, such as badges, number of likes and leaderboards. Brands began creating interactive campaigns that rewarded users for their participation through digital and virtual means. For example, Nike's running app uses gamification to motivate people to track their runs and compete with friends. It includes a series of challenges and coaching plans that use elements such as badges and points to convey a sense of achievement and competition.

Current trends and innovations

Today, gamification is widely used in marketing across various industries. Techniques have become more sophisticated and include advanced digital tools. Consider, for example, augmented reality (AR), VR animation , and AI video creation . One of the most well-known examples is Pokémon Go. While not new, it remains a leading example of AR -driven gamification.

Key challenges for gamification in marketing

• Balance – One of the primary challenges is finding the right balance between making activities fun and ensuring they serve the underlying marketing objectives. If the gamification focuses too much on entertainment, the intended message may not be conveyed. Or the desired consumer behavior is not stimulated. Conversely, if it focuses too much on marketing objectives without sufficient engagement elements, it may fail to attract and maintain user interest.

• Ethical Considerations – Gamification must be ethically designed to ensure fair treatment of all participants. This includes privacy considerations. Particularly with regard to the collection and use of personal data. Furthermore, gamification should not manipulate or coerce users in a way that could be considered unethical. It is crucial to maintain transparency about how data is used and how rewards are distributed.

• Sustainability: Ensuring that a gamified campaign remains effective over time is a significant challenge. Users may initially show high levels of engagement. But interest can also wane as the novelty fades. Marketers must continuously update and innovate their gamification strategies to maintain interest and relevance. This may require significant ongoing effort and resources.

Snapchat's infamous 'Snapstreaks' . A streak starts when two users send snaps to each other for three consecutive days within a 24-hour period. The number next to the streak emoji indicates how long the streak has been maintained. This feature gamifies the Snapchat experience by encouraging daily engagement. Users are becoming more active on the platform to keep their streaks going.

The emotional investment in maintaining these streaks can be significant, as they often represent the duration and intensity of a friendship or connection. This emotional connection may lead users to consider paying to restore a Snapstreak if it is lost due to inactivity for more than 24 hours. A company can use this as leverage to make more money by offering these services, whether you agree with this or not, it's a good example of a freemium model. Getting people hooked on the platform and enticing them to pay for additional features, content or improvements.

Are you interested in learning how gamification can be used in your campaign or service? Contact us at hallo@philenflo.nl