5 reasons why your brand needs gamification

Do you still have an old, static website? Or maybe you're still using outdated competition mechanics, where customers need to try find your promo packs on 'noisy' store shelves to stand in line to win a prize?

While these platforms are still relevant, the way marketers are using them has changed dramatically. Customer engagement is the order of the day, with websites and product packs now doubling up as powerful consumer touchpoints that go beyond mere communication into the realm of high-impact connection.

The tool giving marketers all this power is gamification. The idea of using games to encourage consumer interaction is nothing new, however the way these games are being used today - and the insights being gathered from them - is next level.

Modern gamification comprises an interactive marketing strategy, where games and game-like elements are used on websites and via entry mechanics on product packs to stimulate consumer engagement, influence consumer behaviour, and ultimately, increase sales.

This is what gamification marketing can do for your brand:

Build brand awareness

Gamification enhances consumers' experience of your brand. Instead of merely experiencing your brand two-dimensionally through regular channels, games bring your brand to life in a more engaging way that makes it stand out from the crowd, and makes it more memorable. When done correctly, branded games can quickly turn viral, expanding the reach of your brand awareness in an organic way.

Increase consumer knowledge of your products

Product-based games provide a rare opportunity to introduce your products or services to potential customers outside of the hard-sell store environment, and to encourage consistent support from existing customers. A quiz, for example, that answers a pressing consumer need, allows the user to discover more about their problem within the context of your products or services providing the solution. Increased product knowledge leads to increased sales and sustained brand loyalty.

Grow conversion rates

Gamification gives brands the chance to capture consumers' attention in a distinctive way, and while in this state, encourage them to make a purchase. A 'pick a tile' or 'spin 'n win' game where the prizes are cash discounts, for instance, urge consumers to stop scrolling, play the game, and then immediately shop using the discount they have just won. In this way gamification delivers instant gratification, stimulating instant purchase.

Collect important customer data

In an age of POPIA and more proactive third-party cookie management by consumers, legally gathering useful customer information is critical, and any opportunity to do so must be maximised. Gamification encourages consumers to volunteer their email addresses and social media information, which can then be used to analyse their website behaviour, interaction and preferences. This is an excellent, non-intrusive way to gain valuable consumer information from your gamification campaigns.

Increase consumer interaction

That sounds obvious. After all, it's the exact objective of a gamification strategy, right? However, monitoring the levels of consumer interaction with your games provides an indication of the relevancy, attractiveness and efficiency of the games you're using - and your product offers. Low interaction and offer take-up means you're missing the mark. High interaction and offer take-up means you've nailed it, and can build on this to grow your customer engagement and product sales even further.

It's important to remember that gamification is about more than just games; it's about the integrated marketing strategy behind the games, and the objectives and goals of this strategy.

The games you use and how you present them to customers should be aligned with this strategy, reflecting a powerful, singular customer brand experience.