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Hands up if you’ve ever started playing a game on your phone or computer, and then next time you look up an hour (or two) has passed.
Or you’ve been at a games night with friends and having so much fun playing your favourite board game that midnight came and went without you ever noticing.
Whether it’s board games, online games, or in-person games, games capture our attention and keep us engaged (sometimes for longer than we plan… oops!)
Imagine if you could tap into that sense of fun and capture the same level of engagement and excitement in your marketing efforts.
*Gamification has entered the chat.*
Gamification taps into our natural love for competition, achievement, and rewards.
When you add game-like elements to your marketing, you turn everyday tasks into fun, engaging experiences that keep your audience coming back for more.
It all boils down to the way our brains are wired. Games cleverly tap into your brain’s reward system, making them incredibly engaging and hard to resist.
Dopamine and Reward System: When you play games, your brain releases dopamine, the “feel-good” stuff. Every time you complete a level, earn a reward, or achieve a high score, your dopamine throws a party, making us feel pleasure and satisfaction. This release reinforces the behaviour, making you want to play more to get that same feeling again… and again.
Positive Reinforcement: Games are also masters of positive reinforcement. They give you rewards, badges, and achievements that encourage us to keep playing.
Garmin does this well with their fitness challenges and badges inside their Garmin Connect app.
These small, frequent rewards keep users hooked by constantly providing a sense of accomplishment.
Social Connection: Many games include social elements, such as leaderboards, multiplayer modes, and community events. These features tap into your need for social interaction and competition, making the gaming experience even more engaging and rewarding.
There are even dedicated threads on Reddit where enthusiastic Garmin users discuss strategies for obtaining badges, and completing challenges etc.
Goal Setting and Motivation: Games are designed with clear goals and objectives, which our brains LOVE. The anticipation of reaching a new level or unlocking a new feature keeps you motivated. This drive to achieve goals is deeply rooted in our psychology and keeps us engaged.
Since 1987, McDonald’s annual Monopoly promotion has turned every meal into a chance to win prizes. Customers collect game pieces with their purchases, aiming to complete sets for rewards ranging from free food to cash.
As one of their most successful promotions, this simple yet effective game-like promotion has become a highly anticipated event as it makes the buying process more exciting and interactive.
While McDonald’s doesn’t regularly share specific sales figures, they do state that (in some years) the Monopoly game contributes to a significant portion of the company’s overall sales growth.
What’s the main driver behind it? They experience higher average order sizes, and customer’s visit more frequently during the promotion period to get their hands on more game pieces.
And over recent years, the Monopoly game has also created a sense of community as people started trade game pieces (online and in person) to help each other complete sets, adding a fun, social element – strengthening their customer’s loyalty.
STEP 1
Identifying Key Behaviours. Determine which customer behaviours you want to encourage, such as repeat purchases, referrals, or social media interactions. You can even use it internally to motivate your team to achieve certain goals.
STEP 2
Design Gamified Elements: Incorporate game-like elements that align with these behaviours. Think about points, badges, leaderboards, and challenges.
STEP 3
Test, play around and adapt to refine your approach.
Gamification can be a game-changer (pun intended)!
It can change how you engage with your customers, making everyday activities fun and rewarding. By adding game-like elements to your marketing strategies, you can really click with your audience, sway their decisions, turn them into raving fans, and boost sales.
Is your brain already ticking with how you can introduce gamification in YOUR marketing? I hope so.
Let the games begin!
P.S. Want to learn how you can get closer to your audience and how to include gamification in your business? Here’s how I can help:
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