Gamification Marketing shares our answers to questions from SurveyAnyplace.com about gamification in digital marketing. A portion of our thoughts made it into their Gamification in Marketing: 16 Gamification Gurus Share Their Favorite Examples & Insights for 2018 post. Here is how we answered their marketing gamification questions.
Q1: Could you tell me what connects you to gamification? What do you find so inspiring about it?
As children we all created games. It only took a few minutes to agree on basic rules before play and competition mixed to make fun. Thanks to smartphones and technology, now it’s easy to play with friends or people we’ve never met all around the world.
Q1: Are you currently working on a Gamification project?
Yes, Curagami is helping DesertHarvest.com develop an Ambassadors program that will use simple social gamification. Social gamification focuses on social not material rewards. Inclusion, features, badges, and other tactics help people feel like they are part of a movement like they are contributing to something bigger than themselves.
Q2: What's your favorite example of Gamification in marketing?
Remember when LinkedIn told us our profiles were “88% complete”. What does “complete” mean? LinkedIn defined “complete” and then spurred millions to add pictures and text to their profiles. LinkedIn understood their Type A business users. Not being “complete” would frustrate their audience, “Completion” and new engagement was assured. Brilliant gamification marketing.
Woot.com Daily Deal
Best Buy’s store in CityVille
Facebook (especially Farmville and Candy Crush)
Google - organic SEO
Q2: In your opinion what brands do the best job in Gamification?
Social media brands such as Facebook, Twitter, and LinkedIn use gamification in ways many don’t even know they are playing. Social media platforms such as Facebook are so adept at using psychology to keep us looking, adding, and sharing a “brain hacking” backlash may form (see Tristen Harris on Sixty Minutes for more).
Brands such as Red Bull, United Airlines, and Fitbit use games to promote, share, and develop a brand identity to create trail and then loyalty. These brands use games to keep customers coming back, buying more, and contributing to the “New Customer Journey” (read David Edelman’s McKinsey post for more).
Q3: How does gamification impact your results in marketing? (Qualitative or quantitative, whichever you prefer!)
Gamification helps every website Search Engine Optimization (SEO) heuristic metric Google cares about including time on site, pages viewed and lower bounce rates. Sharing games especially when a piece of a website is devoted to profiles and social rewards makes sites “linkbait” too. When players achieve a notable reward sharing is likely, so organic link growth adds arguably the biggest digital gamification value.
Q4: What is trending in the Gamification world right now?
We’ve been watching the adoption of video game strategies, tactics, and techniques spread into online marketing. Most video games use a variation of The Hero’s Journey for game structure (see Joseph Campbell’s Hero’s Journey book for more). Watch for video game terms such as “leveling up”, “avatars,” and “badge” or “badges” as examples of video game influence in digital marketing and gamification.