Have you noticed that content which is considered good has become more engaging? The reason for this is because marketers have understood that the attention span of most users is around 8 seconds. Thus, we’re no longer reading the content but rather experiencing it.
Thanks to the rise of gamification in marketing, we see gaming elements incorporated in a non-gaming context. Even though games and marketing sound outrages, they are the perfect match. Through gamification marketing, you are encouraging visitors to take action, and they may not even realize it. So, visitors have fun while engagement rates go up. It’s a win-win situation.
Take a look at the gamification examples below to figure out how it can fit in your business.
What is Gamification Marketing?
In simple words, gamification is the technique applied to make elements more interactive, fun, and engaging. Some people believe that it’s art and science combined to turn customer’s interactions into fun games which will serve in the best interest of the business.
A great example of this is when McDonalds and Hasbro came together to create a fun game for McDonald’s customers named Monopoly Game.
This is the prime example of gamification. Customers are encouraged to take action (purchase food) to win trophies, points, and free fast-food. Additionally, customers had more purpose in buying food.
Why does Gamification Marketing Work?
Without a doubt, playing and interactive content has become a common practice. We meet with playfulness factors every day and not just online.
Prospect theory says that regardless of how small the incentive is, it will make people put in additional effort, to do things otherwise they would not do. For example, if you give a reward that is lost if not returned, it’s in our human nature to avoid loss and irrationally act. Therefore, if you provide a discount code but you mention that it has an expiry date, the majority of your email subscribers will follow the action.
Furthermore, it will have a positive influence on sales. As it’s engaging and it gets people thinking, they will remember it. Thus, in turn, it will also positively impact brand awareness.
As customers will start to think more about your brand, they will get curious to find out more. So, they’ll be more likely to open and engage with emails, recommend you to a friend, and purchase products from you. Through the help of gamification, you will convert a visitor or a subscriber into a paying customer.
Now that you know what and why it’s time to look at the best examples that are currently online.
1. Spin Wheel
The spin-to-win wheel has sections with different discount codes or other incentives. All of your visitors can play this fun game, and each customer will have an incentive according to its luck.
If you want to take it a step further, you can have the option of an opt-in and a reward for it. This is gamification marketing. A visitor is receiving something in return for their email address. Furthermore, you can make it stand out by having it on the homepage in the above-fold. So, the visitors don’t have to scroll to find the spin wheel.
It’s important to mention that you have full control over the set-up of the wheel. You decide on:
· How many slices the wheel has
· What kind of incentives there are
· Overall design of the wheel
Such gamification example will encourage visitors to purchase or continue with their purchase. As the spin-wheel has given them some discount code, they don’t have to wait around for you to send the incentive email.
2. Loyalty Reward Program
Why not thank your customers for being loyal to the brand? Sure, you can send a ‘thank you’ email, but you can go a step further. For those that remain loyal to you, use the loyalty reward program.
Such a program can be designed according to your audience. However, in the majority of cases, this program is for those that spend the most money on goods and services that you offer. When the customer has reached a pre-set amount, such points can turn into a significant discount code for future purchases.
For example, Starbucks Rewards is for a customer that is increasing spending into the brand. With every purchase, they will be offered reward points which they can use for future purchases. This is simple gamification marketing. The brand is encouraging customers to keep purchasing from the brand so they can earn as many points as they can.
Again, you have to consider what you want to give as a freebie or incentive. Some will provide:
· Special content
· Product sample
Nonetheless, it’s essential to acknowledge the fact that you shouldn’t complicate the process. If customers take too long to figure out how the process works, they will quickly lose interest. Inevitably, they will abandon the game even if the reward is hard to resist.
3. Completeness Meter
You may have seen it already on LinkedIn, Google, and Dropbox. Even though it doesn’t get more straightforward than this, it’s highly effective. If you want something easy to do, you should take a look at the example from LinkedIn:
The progress bar ultimately sets a goal. The main idea behind it to get the user to complete several steps for a journey. For LinkedIn, the journey is to complete the profile as much as possible. Also, to make it as attractive as you can. Once the user adds a profile picture, education, and location, the meter will become fuller.
You can use this tool to complete an action which involves more than one step. As such:
· Questionnaires and service quotes
· Purchasing journey
· Opt-in for a mailing list
Whatever one you choose to do, depends on the type of audience you have. For example, if you want to find out more information about your subscribers, a questionnaire is a great choice. To ensure that the visitor provides a reliable email address, a completeness meter is a handy tool.
4. Digital Badge
This is arguably the most popular type of gamification marketing. You will see them anywhere from Facebook to eBay. Facebook used the “Top Fan” in the comment section, and eBay uses the star rating system.
Such a tool is used to encourage brand loyalty. You’re essentially saying, “thank you for using us; here’s a cool trophy.” Customers will engage with it because badges are often perceived as an accomplishment. As they’re easy to collect, customers will likely interact with it. Also, they will be eager to unlock new badges.
It’s important to mention that these are most successful with educational-related platforms. If you’re offering a service, you must incorporate badges. Nonetheless, it’s also an excellent choice for:
· Those who share the brand on social media
· Brand ambassadors
· Loyal customers who spend a considerable amount of money
Best of all, it’s simple to create such badges. Numerous online tools will help you to create a badge within minutes.
These gamification examples will help you to drive mass engagement. If you don’t have any of the examples incorporated, you should spread them over a period of time and test each one accordingly. However, you must never implement more than one example at a time.
The visitors will value enjoyable experiences, which will influence conversion rates. If you want to triple conversion in a week, you should take a look at this article. The gamified content will drive sales and improve brand awareness.