It’s All Fun and Games: Benefits of Gamification in Content Marketing
Recently, LinkedIn introduced built-in games that users can play to see how they rank among their connections. At first, I thought LinkedIn was a strange place to have games considering it’s all about building professional connections, but weeks later, I’m hooked—particularly on Queens. The platform hopped onto the gamification trend and made it fit their brand; once you complete a game, you get to see how you compare to your peers. If you do well, you may see you’re “smarter than 75% of CEOs.” (Sorry, CEOs!)
What is gamification
But what exactly is gamification? Not a new concept but certainly a new trend, gamification is the tactic of adding game elements to your marketing. This fun business marketing strategy can be implemented in myriad ways: an app that pits your water-drinking habits against your friends, a reward points system that yields deals and discounts, an actual video game that builds a relationship between the customer and brand, etc. Duolingo, the popular second language learning platform, completely gamifies the education process.
There’s a reason why brands of all sizes and industries are on the bandwagon; building gamification into your website, app or content marketing strategy comes with a wide range of benefits. Even upscale athletic equipment brand Peloton joined the race, developing a Guitar Hero-like game called Lanebreak.
Here are Elevate My Brand’s top seven reasons why brands should consider gamifying their brand.
1. Increases engagement
Gamification always increases user engagement. Whether your audience is customers, clients or community members, adding game elements to your website makes your brand feel more interactive. Engaging people’s desire for gratification with built-in rewards is a great way to keep them around. Customers will naturally stay on your website longer, return for opportunities to earn points or play again, and feel more connected with your brand as a result.
2. Inspires brand loyalty
Gamification brings people back—pure and simple. If your built-in game is fun, the good feelings that users have for the game will translate to good feelings about your brand. Users will associate your website with a positive experience and seek out more opportunities to earn points and engage with your brand. And the loyalty will hopefully spread! If it’s a great gamified experience, people will tell others.
3. Retains online traffic
Gamification extends the time that users spend on your website or app, and encourages them to come back again and again. In the age of Web 3.0, traffic retention is critical Whether points are earned by normal website interactions or specific in-game interactions, users will spend more time with your brand. And the more time you have with them, the more likely you are to build a deeper connection and have opportunities to build brand awareness.
4. Brings users together
Using the LinkedIn style, gamification can bring users together and create a stronger community. Multiplayer and social games that implement match-making with friends and online connections can foster a sense of togetherness and teamwork. (And couldn’t we all use a little more connection?) In marketing, word of mouth is the golden child. Brands have to market themselves, but sadly they’ll never convince a customer to take action as much as that customer’s trusted friends.
5. Collects user data more symbiotically
Gamified features can collect data more easily than any form or survey. Whereas forms and surveys are often met with resistance, people will gladly answer questions and reveal more about themselves through gameplay—as long as they perceive the gameplay as worthwhile and fulfilling. One of the reasons why users are reluctant to share personal data is because the payoff is unclear. Receiving points or exclusive access is a faster return on the user’s investment.
6. Establishes brand personality
Gamification also reflects positively on your image. If your brand identity includes an element of playfulness, what says “playful” better than a game? Simply having a gamified user experience is a testament to a brand’s playful personality, but the contents of the game provide even more opportunities to espouse your values or share your identity. Use every opportunity in your gamification to “build brand” and show your audience who you are.
7. Engages a sense of accomplishment
Lastly, well-designed gamification can give your audience a sense of accomplishment. Achieving goals, completing tasks, passing levels, earning rewards and accumulating points are satisfying. Completing a game or gamified element is an intrinsic motivator, and for some people, achievement is motivation for further achievement. In short, accomplishing something in a game may encourage other accomplishments, like making a purchase.
How to devise a gamification strategy
How should you add gamification to your business website, app or general marketing strategy? It depends on the nature of your business and brand identity as well as how you want users to engage with your brand. As we’ve seen with LinkedIn, gamification can work for nearly any industry so long as it fits the brand. But that doesn’t mean it’s easy. Gamification requires strategy and (website or app) development.
If you need a team that understands gamification to guide your gamified marketing strategies, you need Elevate My Brand.
Cody H. Owens,
Content Director
DISCLAIMER: This article was written with support from our content writer partner.