As our affinity for gaming deepens, integrating gamification into prize promotions has become a serious consideration. In our eGuide, "The Ultimate Guide to Promotional Marketing," we delve into the significance of gamification in modern life and why it's crucial for brand engagement.
Gamification entails blending traditional gameplay elements into promotional campaigns. These initiatives often resonate well with audiences due to their appeal to our competitive nature.
Increasingly, brands are turning to gamified strategies to drive engagement and foster consumer loyalty. Whether it's Sudoku or Candy Crush, mobile apps have turned us into avid gamers. However, marketers have long employed gamification tactics—take, for instance, the perennially successful McDonald's Monopoly scratch card campaign.
Examples of gamification strategies include:
- Simple games that add fun without being obligatory for entry, particularly when accompanied by a proof of purchase.
- Games with concealed outcomes, where players are unaware of their fate until they've participated, creating a perception of chance.
- Pure chance games, where every play has a chance to win.
- Scoreboard-based competitions with prizes for top performers.
At Epic Activation, we introduced our own game—a captivating supermarket challenge where players aim to boost profits within a 5-minute timeframe. Feedback was positive, with players finding it highly addictive. Comments were:
"Highly Addictive"
"I can't stop playing it"
"The more I play the better I am getting so keep playing"
During our initial month, we offered a very modest £20 Amazon voucher as a prize. The game was promoted in a newsletter, resulting in a significant uptick in plays and visitors compared to previous newsletters. In fact it had an increase in readership of 325%. This underscores the widespread appeal of gaming, regardless of the potential for winning prizes and even the value (Although that helps).
Considering the average person's habitual smartphone use for gaming, offering prizes alongside a game is a surefire way to capture attention and engagement. Our game's 5-minute duration provided a rare opportunity for brands to hold potential customers' focus.
To discover more insights and grab a copy of the eGuide to promotional marketing, email neil@epicactivation.co.uk.