The origins of gamification
Although the term “gamification” is relatively new, the idea of using gaming elements in non-gaming contexts dates back well before the digital age. For example, airline loyalty programs, which reward customers with “miles” for each flight taken, use a points system, a common concept in games.
However, it was with the rise of digital technologies that gamification really began to gain momentum. In the 1980s and 1990s, companies began using gaming elements in their software to increase user engagement.
The term “gamification” itself was coined in 2002 by Nick Pelling, a British game designer, but was not adopted until 2010. That year, several conferences on the subject were held, and businesses have started to take a serious interest in applying gamification to various fields, including commerce, marketing, events and healthcare.
Since then, gamification has continued to grow and evolve, with more and more companies using this approach to drive user engagement.
Why gamification?
Gamification has many benefits that have made this technique a popular tool in various fields. Here are some of the main benefits of gamification:
1. Increased Engagement : One of the most important benefits of gamification is its ability to boost engagement. Game elements such as challenges, point systems, leaderboards and rewards can motivate users to become more involved in an activity or increase loyalty to a brand. This is particularly useful in areas like retail, education and training where active engagement can improve learning outcomes.
2. Improved motivation : Gamification can also help increase motivation. Game mechanics, such as progression, achievements, and competition, can encourage users to achieve their goals, whether it’s a winning competition, learning a new skill, exercise or contribute to a cause.
3. Increased user satisfaction : By making an activity more fun and rewarding, gamification can improve the overall user experience. This can lead to increased satisfaction, greater brand loyalty, and a better overall perception of the company or organization.
4.Collecting Valuable Data : Finally, gamification can provide an effective method for collecting valuable user data. By tracking user interactions with game elements, businesses can gather important insights into user preferences, behaviors, and trends, which can help inform future decisions and strategies.
ACTION FIELDS
Many industries use gamification to achieve their goals. For example, gamification is increasingly having its place in shopping malls and shopping centers, used as a strategic tool to improve customer experience, drive sales and increase brand loyalty.
Many stores and big box stores use gamified loyalty programs. For example, customers can earn points for every purchase they make. These points can then be redeemed for rewards, such as discounts on future purchases or free products. Some companies add a competitive dimension to these programs by displaying rankings of customers who have accumulated the most points.
Interactive games, challenges and treasure hunts can be organized to make shopping more fun and engaging. For example, a mall might launch a mobile app that allows customers to participate in a virtual scavenger hunt, with clues leading to different stores within the mall.
Gamification can also be used to promote new products or stores. For example, a shopping center might host a game or challenge that encourages customers to visit a new store or try a new product. Some shopping malls use interactive kiosks where customers can play games, participate in surveys or discover information about products and current promotions. These kiosks can make the shopping experience more engaging and fun, while providing merchants with valuable information about customer preferences and purchasing behaviors.
Gamification is also a powerful tool for promoting events and running street marketing campaigns. By turning an event promotion or street campaign into a game, businesses can attract more attention and engage attendees in a deeper, more memorable way.
To promote an event, gamification can take various forms. For example, a company might host a scavenger hunt game or puzzle-solving competition with event information. Attendees can be rewarded with free tickets or exclusive benefits at the event.
Another approach is to use simulation games or role-playing scenarios to give attendees a taste of what they can expect at the event. Attendees can earn points or badges for their participation, which can then be redeemed for rewards at the event.
As part of street marketing campaigns, gamification can help attract the attention of passers-by and make interaction with the brand more engaging. For example, a business can install an interactive kiosk where passers-by can play a simple game to win product samples or discounts.
Ultimately, gamification has the potential to transform ordinary tasks into extraordinary experiences. Whether to promote a brand, an event, discover a new product or a new point of sale, gamification makes the process more fun, engaging and ultimately, more effective.
CASE STUDY: LIFE EXPO 2023 – “WIN YOUR ENTRY TICKET OR YOUR DRINK!”
Action : Street marketing campaign with gamification to promote the LIFE EXPO 2023 event
Action details :
- 💡 Duration of the campaign: 3 days and 12 hours of visibility
- 💡 Location: around the train station and Luxembourg city center
- 💡 3 hosts/hostesses per day
- 💡 Supports: 2 digital backpacks + 1 personalized scooter + 1 mobile display
- 💡 Setting up an interactive “scratch card” game
- 💡 Distribution of leaflets and lollipops
Customer objective : optimize the participation rate for the “LIFE EXPO 2023” event
The organizers of LIFE EXPO 2023 wanted to make this event which took place on May 12, 13 and 14, 2023 at Luxexpo The Box known to the general public and to win entry or drink tickets. The final objective is to optimize the participation rate for the event.
The CD PUB Solution :
To relay the interactive game on the “field”, i.e. in the city center, we needed a support that was both digital and mobile. The digital backpack was obvious! LIFE EXPO provided us with the promotional video which would be broadcast on our screens and for our part we designed an interactive game whose objective was to digitally scratch a card which revealed the possible gain.
How ? Simply by scanning the QR Code present on the video via a smartphone and completing the associated registration form. The winners were given their ticket (entrance or drink) by our hosts and hostesses present on site.
And to create more visibility and excitement around the action, we have combined other street marketing supports adapted for the action:
👉 Mobile display : to maximize the visibility of the advertising message and also relay the interactive game via a QR Code.
👉 Personalized cargo bike : its mobile function allows it to invest in places with high attendance and its box to transport goodies, flyers, samples, balloons… here in this case we distributed lollipops and flyers.
In the end, the operation was a great success and 150 winning tickets were recorded at the event with the associated collected data useful for relaunching participants just before the event via a newsletter.
At CD PUB, we offer you more than fifteen interactive digital games such as quizzes, surveys, personality tests but also arcade games, puzzle games, competitions and finally instant winning games. like scratch games or the famous “Wheel of Fortune”.
All of our games can be personalized in the colors of your brand (logo, graphic charter, etc.)
