games, or gamification, can be used ​​as a way to combine information or advertising with a game interactive or incorporate game elements in another type of context. Providing an engaging and fun experience with a brand helps the audience to remember it, one of the biggest advantages of a “gamified” campaign.

This marketing strategy can be used by any company, in any industry, and is one of the most effective ways for brands to creatively convey their message to stakeholders. Brands can implement a variety of elements. gamified (games) in your marketing strategies, such as:

  • Achievements: Badges, levels or points are awarded to the user as a reward for achieving some pre-set achievement.
  • Leaderboards: Users are ranked according to their in-game performance, creating competition and inducing higher engagement rates.
  • Countdown: Players are challenged to complete a specific task within a limited period of time.
  • Progress: Users are asked to progress in a certain activity and there is an element that displays their progression.

As users are encouraged to perform specific actions in a game, engagement are higher than those achieved in campaigns of other types. O engagement it can be the first step in a long-term relationship between the customer and the brand, which leads to the next benefit of campaigns gamified.

The public that remembers the brand long after a fun experience with a game is a valuable asset to the business. First, because they can relate emotionally to the brand, but also because – if this closeness occurs – they are more likely to become loyal customers than indifferent or actively disinterested customers. Loyal and committed customers represent the achievement of profitability, revenue and growth compared to the average customer. This is particularly true for the travel, consumer equipment, restaurant, hotel and insurance sectors.

Data is perhaps one of the most valuable assets for companies. Combined with complex AI, IoT and machine learning, gigantic databases can provide businesses with the tools they need to reach the best customers, with the right offer, at the best time and place possible. However, collecting this data is not always easy and this is where the gamification comes into play. By offering users the possibility to have fun, or even the opportunity to win a prize or reward, they are likely to be more willing to provide data, which can be used later to better understand the target audience.


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