Games are those notorious, digitally hypnotic tricks that have the ultimate superpower to keep you riveted to the screen for hours. Games are known for their fascinating and irresistible experiences that keep the user thoroughly engaged for a longer period of time. This unique benefit of games is now being tapped into marketing strategies and creating a concrete brand awareness among its audience base. More so, gamification of brands has resulted in a rampant acceleration of the recall value of the brand on the whole. At this point, the trend alert marketers are jumping upon the bandwagon of sprucing up their sales tactics with the vital addition of consummate gaming.
The Rise of the Gaming Culture
The competitive edge in individuals is inherently present and with gaming hacks, the dormant monster of achievement is awakened. In fact, games burst into this sphere like a paratrooper, on an insatiable mission to charge up that hypothetical competition monster within people and lays down a complete course of action for the beast to follow for days to come. Each day, it pops up a new level of achievement that the monster is hell-bent upon attaining the next level. Overall, this results in the high rate of engagement from the users and major propaganda of the game, simply because the users are enjoying it. Well, who doesn’t want to feel like a champion at the end of the day?
Websites, applications and everything digital has been vigorously involved in incorporating game elements into their marketing strategies, intrinsically encouraging everyone to use the application or the website even more.
What makes it so Riveting?
Gaming elements like points, leader boards, virtual currency, loyalty bonus and all work as a magical penchant that drive up the motivation level of the users. The fun experience that is finally derived from the time invested in the game, subconsciously develops a shade of likeability towards the brand being promoted in the entire exercise.
Customers are further motivated by the rewards or freebies that they are promised as various recognitions are attained. For instance, a globally renowned Coffee behemoth has its own game application that rewards the user with a free coffee on reaching a specific stage of the game. Hooking on the user for a more enriching output, the audience gets automatically conditioned to establish a close emotional connection with the brand and any new product or scheme launched before them definitely yields a much better response quotient than any other sales technique.
Ditch the Campaign Model
Gamification techniques has proven its mettle as a fool proof hack to pave way right into the hearts of the users. The case study of Delta Airlines holds testimony to this fact.
Breaking way from the traditional marketing models, the versatility of gamification is easily applicable on a wide variety of products and services, at any stage of the customer’s journey which is conveniently compatible with different budgetary wavelengths.
A Gamification approach adds extra sheen to the overall image of the company. The communication that goes into the users’ mind-set is that of a technology oriented and innovation-driven company that is keeping pace with the changes and times of the society to drive up its sales. The game has a big scope to go viral and become the talk of the town, simultaneously bringing together the consumer base into a community, harbouring interaction.
Ready Set Go Gaming
Before you roll out your game therapy to the users, here are some quick check points to bring out a rather compelling game for your brand-
- Strategize, Take a Good Overview and let your game make sense- Gamification will surely work wonders if the entire game infrastructure is well-planned out. The best way is to break down the game idea into smaller, more achievable components, instead of offering a heavy-set and complicated game ecosystem, supplemented by vital information at every step for the gamers, allowing lucidity.
- Give the Audience What They Want- Anticipating what the audience wants or what the audience will be attracted to, is a sure shot way. The age group of the target audience along with their cultural understandings provides fruitful insights into the preferences and taste of the user base.
- Align the game with the marketing goals- The ultimate agenda of gamification is to pull in more audience and extend the consumer base of the product and service. The layout of the games plays a critical role in ensuring that the game creates a scalable degree of product awareness and educate them more of the features and uses of it.
- Professional Backing- An ill-conceived game could adversely affect the image, so developing the concept of the game is a tricky thing after all.