The Gaming Comeback: Gaming, known as a ‘kid’s interest point’, has made a remarkable comeback, especially after tremendous technological advancements and Covid-19, both of which accelerated a shift in consumer habits. The rise in smartphones has also boosted gaming since almost everyone now has access to a world of games at their fingertips. A habit that started from a ‘snake game’ in the 2000s has emerged into a passion point and given rise to a community that can bond over a shared interest. The speed with which this industry is advancing is amazing. From depicting a character in a game, the streams of virtual/augmented reality (AR/VR) have transformed the way consumers immerse themselves in games. The industry has also evolved its incentive and reward model, so much so that the industry has become a self-sustaining economic model. It has also brought tremendous popularity to a new set of influencers who now share equal limelight, if not more, with well-known celebrities.  

Difference Between Gamification and Gaming

Gaming has given rise to a surge of brands keen to associate themselves with it. There have been some failed attempts to try and incorporate branded elements in games, like adding paid ads within the game, with some brands going as far as creating games themselves. However, not every brand can fit into the gaming space; gamers will not tolerate a distraction or a mere attempt to interest them with half-hearted efforts. Gaming and gamification, although related, serve distinct purposes. Gaming refers to the act of playing, competing, interacting and enjoying a game and can be fulfilled individually or with a group of people. Gamification, on the other hand, is about incorporating a set of games, such as rewards, milestones, levels of expertise, wins and losses, to engage people with brand campaigns. The aim is to become relevant to the target audience and enhance engagement, motivation and behaviour. While gaming is focused on the recreational experience of the player, gamification leverages game principles to improve user experience and outcomes in various real-world applications.  

Gamification In Marketing

Some elements of gamification have always been present, such as frequent flyers and membership programmes. However, drawing upon the analogy, brands realised that they could take gamification to a new level; for example, by referring the brand to other people, sharing the content on social media and using leaderboards. The challenge was how to attract consumers to their platforms in the same way apps do. Starbucks and Nike took the experience to a new level. For example, the Nike Fuel Band was one of the first smartwatches/bands to monitor movement throughout the day, set targets and goals, celebrate milestones, and encourage wearers to share their progress on social media. Starbucks also took gamification to another level through its ‘My Reward’ programme, by encouraging people to visit their outlets frequently and stay there longer in order to earn gifts in the form of rewards. Starbucks realised that its grab-and-go model, although successful, was also alienating consumers. ‘My Rewards’, however, encouraged consumers to spend more time in stores.

Gamification is not restricted to end consumers and can be used as a motivator for internal use. Amazon introduced FC Games, a set of arcade-style games that can be played by its warehouse workers to complete their tasks on time. The insight was that Amazon faced huge stocking and delivery delays because of highly demotivated staff. Amazon realised that although it could not make the job fun, it could make the environment fun. Sometimes a monetary reward is not the only thing that can work with employees. Food for thought!  

Here To Stay?

Gamification has given a boost to different and new ways brands can engage with consumers, and because it taps into the inherent desire of humans to compete and be rewarded for their efforts, brands that have initiated a rewards programme, now cannot step away from it without risking losing their loyalists. The only way to keep gamification ‘innovative’ is by constantly evolving.  

Not Everyone’s Cup of Tea

Gamification is not a universal solution for every brand. Its effectiveness depends on the nature of the product, the target audience and the brand objectives. For brands that rely on straightforward, transactional and operational relationships or want to maintain a more serious or luxury image, gamification might dilute their message or fail to resonate with their audiences. Gamification is associated with pop culture and not every brand fits that bill. Furthermore, implementing gamified elements requires careful design and management, as poorly executed gamification can lead to frustration rather than engagement. Brands must assess their market fit and strategic goals to determine whether gamification aligns with their overall approach and whether it can be integrated in a way that enhances the customer experience rather than just adding superficial engagement.  

In It To Win It?

Brands need to be extra cautious when integrating gamification into their marketing campaigns. Games need to be strategically embedded in a brand’s philosophy for the experience to be engaging and memorable. To be effective, the gamification strategy should align with the brand’s identity and values, offering genuine value and enjoyment rather than superficial gimmicks. When executed thoughtfully, gamification can make a brand stand out, drive customer loyalty and enhance overall brand perception. The good thing with gamification is that the results are instant. However, if brands are to delve into gaming, they should do it thoughtfully or risk being knocked out from the battlefield. No pun intended!  

Sarah Siddiqui currently heads the innovation and portfolio strategy at Unilever, USA.