What is Gamification?
‘Gamification is the use of game thinking and game mechanics in non-game contexts to engage people and to impact their behavior.’
Brands such as Nike, McDonalds and Starbucks have all adopted gamification marketing techniques in recent years, and their incredible results are well documented. Looking ahead, Gartner predict that 70% of the Global 2000 Brands will introduce gamification into their marketing and customer service mix in 2014.
Why does it work?
Gamification works because today’s consumers are looking for a more rewarding and engaging relationship with their favourite Brands, and traditional marketing techniques are failing at this.
According to a recent study by Precision Marketing, it was revealed that:
- 60% of marketing today is untargeted and not relevant
- 50% of consumers disengage with brands because of irrelevance
- 41% of consumers would consider ending a brand relationship because of irrelevant messaging
In return for adopting such gamification strategies as loyalty programme points, VIP perks and exclusive deals, Brands are rewarded with more engaging relationships with their customers. Studies have shown that the average amount of time visitors spend on a Brand’s website can more than double following gamification campaigns.
During 2014, we passed an installed base of 2 billion smartphones globally. And with the mobile internet growing 8x faster than web adoption in the 1990s and 2000s, being able to apply these techniques to consumers via their smartphones is key.
‘Mobile is becoming not only the new digital hub but also the bridge to the physical world.’ (Forrester)
Since consumers now use their smartphones throughout the day, this channel is key for Brands wishing to impact consumer behaviour.
3radical – a ready made mobile gamification platform for brands
3radical has developed the first comprehensive mobile gamification platform that enables Brands to use a wide range of different gamification techniques to engage with individual consumers quickly, easily and at low risk.
Brands get a high level of engagement with consumers and ultimately impact their behavior, whilst consumers get a fair exchange of value with brands and highly relevant communications and offers.