Do you know what’s the most effective way to persuade children to do their best and complete a given assignment on time? The answer is simple and the formula universal – rewards and gamification. In this case, the rewards may come in the form of stickers or a ‘Best Assignment Trophy’ while the gamification element here would be the infusion of the competition element to perform better than others and finish on time.
Now, do you know what is the best way to persuade consumers to engage with your brand and spend maximum screen time on you? The answer is the same – Rewards and Gamification.
Gamification is the simple act of incorporating a gaming element that enthuses the user, creating feelings of excitement, entertainment, and healthy competition, along with complete user engagement.
Generally speaking, gamification is the introduction of gaming elements into non-gaming contexts. In marketing, however, gamification solutions refer to a dynamic strategy that marries entertainment, engagement techniques, and loyalty boosting factors into one. It is more than just an addition of gaming elements to an app or a website; it is a dynamic marketing strategy with elements that are carefully designed to entice and engage a targeted set of audiences.
The gamification element in marketing can be traced back to 1908 when Boy Scouts started awarding their members with badges for proficiency in a certain special event, activity, or sport. But it was Nick Pelling who coined the term ‘gamification’ in 2002, while designing a game-esque interface for commercial electronic devices. The concept funnelled down to the sales and marketing arena in the year 2010.
Gamification marketing solutions have been adopted by various brands since then and have been successful in creating massive traction and a strong brand following. It creates a value-added experience for consumers that engages, motivates, and rewards them accordingly. The user ends up spending more time than anticipated with your brand and begins to trust and rely on it. It engages emotions, giving an adrenaline rush and by releasing hormones that mimic natural happiness, after completion of a task or having achieved a milestone. Gamification solutions can not just help in customer acquisition but also boost retention rate, improve online traffic, and gradually encourage brand loyalty among users.
Because statistics speak louder than words, here are some numbers that highlight the necessity and impact of gamification solutions in marketing.
In Education – 80% of US citizens believe game-based learning is more engaging.
In Healthcare – Gamification solutions have helped children dealing with illness and the stress of medical treatments.
In Employment – Workplaces are gradually incorporating gamification solutions and by 2025, it is said to take a center stage for employee engagement and retention.
Verizon Wireless – The telecommunication conglomerate saw an increase in browsing time by 30% after using the points and badges strategy.
Volkswagen (China)– Their crowdsourcing project got a striking 33 million hits with the help of gamification solutions.
Ford Motors – The world-renowned automobile manufacturer pumped their sales by more than $8 million (and Facebook likes by 600%) with gamified content.
A great way to adopt gamification elements in your business practices is through loyalty programs. It will help you enhance the effectiveness of the program while improving retention and customer engagement rate. To know more, connect with Annex Cloud.