Video gaming has evolved in the past decade. What was once a pastime or hobby has turned video games into the world’s most profitable industries.
The purpose of playing video games is to have fun. You could also benefit from enhanced problem-solving skills. But besides that, some aspects of video games have also made their way to the marketing industry.
Welcome to gamification marketing, a not-so-new concept of marketing that derives from elements of video games, mainly the notion of rewards and entertainment.
WHAT IS GAMIFICATION, AND HOW DOES IT WORK?
Gamification is the use of video game elements for digital marketing. By applying video game design components such as rewards, interaction, and progression to your marketing strategy, you can enhance your customers’ experience and engage with them more efficiently.
How exactly can you apply elements of video game design to your digital marketing strategy in Singapore? For instance, you can give a loyalty reward program to your customers, similar to how playing video games lets you progress and earn points or rewards. As a result, customers are highly likely to buy more of your products, thanks to a boost in motivation.
For a better understanding of gamification marketing, check out these examples below.
EXAMPLES OF GAMIFICATION MARKETING
1. STARBUCKS’ LOYALTY REWARD PROGRAM
Perhaps a good example of gamification marketing is Starbucks’ loyalty reward program. Many coffee lovers participate in the said program, thanks to the number of rewards you could earn by purchasing products from Starbucks.
The more money you spend on Starbucks, the more points you earn that you could use for future purchases. It is a similar strategy that applies to mobile gaming, where you can buy in-game rewards and get a discount the next time you make a purchase.
2. AMERICA’S ARMY
The United States Army created a video game series called America’s Army, which might be a perfect example of using video games for marketing. The purpose of releasing America’s Army was to educate players interested in joining the Army.
America’s Army lets players enter a virtual world of becoming a soldier. It allows young people to determine if joining the Army suits their interests. You can walk in the shoes of a soldier and know what it feels like to be a part of the US Army.
Despite receiving a lot of controversy over the years, America’s Army has succeeded in attracting prospective recruits. This gamification marketing strategy shows how much potential video games have for businesses.
3. NIKE+ FUELBAND
Technically speaking, any product is an advertisement. That’s why shoe brands like Nike and Adidas put their respective brand logos on their products. The purpose of doing so is to attract attention and let people know that product comes from their brand.
Nike took product advertising a step further by integrating gaming elements into their FuelBand product. The Nike+ FuelBand is a bracelet that monitors your movement. You can connect it with Nike’s official mobile app to track your statistics and progress. This gamification marketing strategy is similar to playing a role-playing game, in which you can check your stats and performance.
THE PROS AND CONS OF GAMIFICATION MARKETING
Gamification can make your marketing strategy fun and interactive. However, like any digital marketing strategy, there are pros and cons to consider.
PRO#1: MAKE IT ENTERTAINING
People get attracted to video games for one main reason: entertainment. Playing video games is fun, so try adding some video game design elements to your marketing. You could develop an app or game to attract potential customers.
PRO#2: IT’S MORE ENGAGING
Compared to typical radio or video advertisements, interactive games or ads are much more engaging. Expect more people to be drawn to your marketing strategy if it offers fun and entertaining content.
PRO#3: BUILD RELATIONSHIPS
Connect with your audience more effectively with gamification marketing. With a loyalty reward program, you can encourage your customers to purchase more products. The more they buy, the lengthier and more mutually beneficial your relationship with customers will be.
CON#1: NOT EVERYONE IS A FAN
Not everyone will enjoy your use of game elements for marketing. In the end, it will depend on your target audience. Consider your target audience when creating a gamification marketing strategy above all else.
CON#2: IT CAN BE EXPENSIVE
It can be expensive to create content for gamification marketing. Whether you want to implement a loyalty reward program or develop a gaming app, you need to examine your budget first.
FINAL REMARKS
Adding elements of video game design can definitely enhance your marketing strategy. However, doing so might take a lot of time and effort on your part. If that is the case, try getting in touch with a digital marketing agency in Singapore for help.
Contact OOm today for more information on digital marketing!
