Editorial Articles

Andrew Hewitt, Director of Propositions at Global Dawn discusses research from SocialVibe and KN Dimestore on the use of game techniques in marketing

Gamification is the overlaying and incorporation of mechanics synonymous with games to encourage people to engage with a specific brand or business. Techniques such as levelling, status, narrative, additional features and rewards enable brands to engage with users deeply within a platform so that participation and mutual benefits are gained. The feeling of engagement is echoed when users receive positive feedback from brands, resulting not only in an entertaining experience but gratitude for their effort.

Interactive ‘gamification’ is one of the most effective ways to engage customers. Yet there is debate over whether gaming techniques are actually effective. Recent research from KN Dimestore and SocialVibe support the case for game mechanics, revealing exactly how appealing gaming mechanics are. Ninety-one per cent of people said that brand engagement grew as a result of incentivised advertising. When customers get something in return for their participation, this positively influences purchasing and increases customer perception.

The research supports this point, revealing that people who interact with the brand as the result of an incentive are more likely to consider the brand during the purchasing process. The figures show that 23 per cent consider the brand over their competitors and 32 per cent are more likely to buy the product when incentives are used. 

The research also revealed that consumers are more likely to have a positive opinion of a brand if they have engaged with it. It’s hugely telling that gamification not only generates buzz around a brand but directly affects purchasing decisions. People are 161 per cent more likely to visit the business’ website and 36 per cent are more likely to shop in-store when gaming mechanics have been employed. Forty-two per cent even actively seek out the product they have engaged with in-store.

Given the increased competition for audience attention, marketers are now waking up and realising that they need to work harder and tap into the use of game mechanics. With so many brands surrounding consumers, a spark is needed to excite interest. Gaming is interactive and encourages participation. By building this fun, reciprocal relationship with customers, brands benefit from a deep sense of engagement and consequently a high-level of brand awareness. The research showed an average brand awareness increase of a whopping 38 per cent due to the use of interactive gaming techniques. Consumers are more likely to share content online, particularly when engaging with content via social platforms. The successful implementation of gaming mechanics means users feel a connection with the brand, which the stats show manifests itself in a purchase or recommendation.

Gamification creates a rapport with a customer that cannot be achieved via advertising alone. With information overload prominent in the marketing sphere, it is important that any interaction with a potential customer is useful, engaging and most importantly, relevant. Gamification offers brands access to a multitude of data on their customers. Gaming via a social networking platform enables brands to see where their potential customer checked in, what their social preferences are and through what communication channel they played the game. This inside knowledge of the customer allows organisations to target customers specifically and also gives brands a greater understanding of how their content is being consumed and shared.

Love or hate the term, the impact of injecting gaming mechanics onto campaigns is impactful and here to stay. Research shows that when implemented correctly it will generate purchase and conversions. Gamification offers brands unrivalled access to customer information, which is crucial to a brand developing its marketing and product strategy.

However, many brands do not get gaming techniques right. They fail because they don’t understand the science behind gaming mechanisms, patronising and even alienating their audience. Marketing is becoming more and more about interaction, activity and creating conversation; gamification is the perfect way to attract and hold the attention of a potential customer but it must be done in an appropriate, interesting and relevant way. It’s a specialist marketing topic which, when done by experts, works extremely well. Whilst games might appear to be fun and frivolous, they deliver results and provide the added bonus of access to data, which informs the marketer further about their consumer.

Andrew Hewitt, Director of Propositions at Global Dawn

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