Gamification techniques are increasingly spreading to increase user engagement and urge their attention towards brands and products.
In the hyper-connected world we live in, it is becoming increasingly difficult to develop engagement activities among users while avoiding message dispersion and also to increase active participation in different operational fields. Gamification activities fit into this context by taking cues from the game to create sharing, participation and knowledge within a group.
Gamification refers to the application of game techniques in non-playful contexts to arouse interest, while increasing motivation. The fields of application related to gamification are several but all of them share a common denominator: capturing and maintaining the users’ attention.
Everyday life is made up of numerous actions, often considered boring and poorly perceived, while the game is a spontaneous action from which we derive pleasure. Gamification seeks to engage people by pushing them to experience more fun and participation in daily activities through play.
With gamification you can pursue several objectives:
Building customer loyalty;
Acquiring new customers;
Improving team building;
Solving common problems between multiple clients;
changing users’ habits.
The fields of application are many, some obvious while others more complex in appearance, but all with the same objective. Here are some examples:
In sports and recreational activities creating, for example, challenges like “who score more goals” or “who run for more than one km” within a group;
In educational and formative environments creating for example lexicon competitions to learn by playing with the companions;
In the management of business processes an example can be the Lego Serious Play, created to stimulate creative thinking through several activities based on the use of LEGO bricks;
In the relationship with colleagues a typical example in this field can be all the team building activities to develop the sense of belonging to a team;
In environments linked to sociality and social trends, the most striking example was realized in 2014 with the ICE BUCKET CHALLENGE that raised over $ 220 million against the SLA disease.
In the marketing mix we can find all the sweepstakes and prize events activities.
As mentioned above, the basic principle of gamification is to use the dynamics of the game. Then you will have to determine beforehand how to stimulate some primary human instincts: competition, social status, compensation and success.
Common paths can be used which, depending on the progress, can lead to the achievement of points, levels, rewards, prizes, etc., that will vary based on the result obtained.
The prize events mentioned above in the marketing mix, are generally of two types and they are regulated by the Italian Ministry of Economic Development:
Winning prize activities
When it comes to the winning prize activities, examples could be building customer loyalty activities, or better, the creation of premium catalogues accessible through loyalty cards or the activities “member get member” (present a friend) already widespread in the main retail chains in Italy and abroad.
Sweepstakes instead are gamification modes that create a strong user engagement through the promise of winning a prize which can be done by a chain of stores or a brand. It can be many smaller prizes or a final bigger prize.
Alongside these types of activities, which have been regulated for a long time, new opportunities have also developed with the advent of digital. These opportunities are typical of the online world: giveawaysand raffles, two techniques already known in the United States and taking place increasingly in the European market too.
In fact, giveaways are born in the USA, thanks to influencers and web personalities who used them as a way to thank their followers who faithfully support them daily on social networks and follow their content. This type of activity, now effectively regulated as a normal winning prize activity, is often carried out to further extend the base of followers in exchange for a series of actions that need to be conducted by users on social networks. Giveaways are very successful as they replicate the playful element of a gaming context to leverage emotionally on users and stimulate in them the willingness to participate and compete in order to achieve a fulfillment by winning a prize offered by the brand promoter. The advantages linked to the use of such engagement tools in the social field are many, such as: the increase of brand reputation, maximization of interactions, increased visibility and virality, user loyalty and acquisition of profiled leads.
On the other hand, the raffle, consists of a sort of lottery linked to launch events both online and offline where participants can exclusively buy certain products, usually in limited edition. Unlike Giveaways, this marketing strategy, designed to create a strong expectation around a product, is aimed mainly at the most passionate consumers of specific brands. As a rule, to participate in the draw, the customer must register by filling out a form within which he/she enters some personal data, provides consent for their processing in accordance with the current European GDPR regulation, and agrees to receive future commercial and marketing communications.
The raffle helps making the product unique, exclusive and highly attractive, implementing a marketing strategy that makes each launch a real event that drives the customer to an action: the so-called Call to Action. In addition, the limited offer provides additional value to the brand, thus helping to outline and strengthen its Brand Identity.
E-business Consulting has been active since 2003 in the organization and management, keys in hands, of gamification activities in relation to your objectives and areas of interest. Call now and request a free consultation to better develop - by “playing“- your idea and your business.