How Marketers Can Deliver More Than Just Experiences Through Gaming

How Marketers Can Deliver More Than Just Experiences Through Gaming
SHARE
THIS



In this guest post, rubin8 founder and creative director Rob Holden (pictured below) asks why so many marketers are missing out on the untapped potential of using gamification for data collection.

Rob Holden

Gaming to serve business goals isn’t exactly a new phenomenon. Time and again, we’ve seen successful games capturing the world’s attention with stunning financial results.

Yet for too long, many marketers have cast gamification aside into the gimmick basket. It’s been a novelty addition to larger campaigns, but not considered an important marketing strategy.

We know from experience that when a consumer is engaged with a game, they’re more likely to tell the truth. Their guards are down. Gaming equals high engagement and you can use this to deliver clear business outcomes.

Gamification is the use of game techniques to deliver specific business objectives. This could be as simple as adding a progress bar that shows how much of an online form has been completed. No matter what the game itself is, within the industry the overarching aim remains obvious. The game needs to harness the power of consumer engagement.

Unlike traditional print advertising, gaming has the unique power to hold audience attention for long periods of time. They live in the pocket of their owner, ready to be played at every long bus ride, or lunch break. Even better, they provide a valuable opportunity to retrieve important information from highly switched-on consumers.

The value for marketing professionals

When you look at the highly successful ‘freemium’ model of gaming, every time a player reaches a certain level, they’re asked to pay a dollar amount. Rather than asking for monetary amounts, marketers should seek out high-quality data via targeted questions. These questions are presented to players strategically at key time intervals, allowing them to progress through the gameplay when answered.

Many brands have launched good-quality games, but they’re missing an opportunity by focusing solely on creating fun experiences. Often, they’re investing heavily in customised development, but all they get in return is a bit of brand awareness buzz. They’re failing to take full advantage of the opportunity. It doesn’t have to begin and end with an experience. Game models should always offer great game experiences, but why not harness the platform to learn and extract important information from consumers?

The limbic system of our brains is responsible for behaviour, emotion and motivation. This is why our answers generally become more truthful when we’re fully engaged. This creates an opportunity with awesome business potential.

Unlike print advertising, games have the power to capture consumer attention for long periods of time. They provide a valuable opportunity to pull important information from switched-on and often resistant consumers.

Gaming should no longer be considered an afterthought, because building it into a whole campaign is very powerful. Beyond the brand awareness that comes with delivering a fun gaming experience, there’s an opportunity to improve social reach, collect missing data, aggregate it, and analyse the results. This is where valuable insight lives and, done well, it’s great value for money.

Please login with linkedin to comment

gamification gamification marketing Gaming Rob Holden rubin8

Latest News

Coopers Release New & Limited Edition Hazy IPA Via TABOO
  • Campaigns

Coopers Release New & Limited Edition Hazy IPA Via TABOO

Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign
  • Campaigns

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign
  • Campaigns

Celeste Barber Encourages Aussies To ‘Get Your Jugs Out’ In Hilarious BRITA Campaign

BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine
You Can Now Limit Who Can Reply To You On Twitter
  • Technology

You Can Now Limit Who Can Reply To You On Twitter

Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]

Home Office Set Up for Webinar and Teleconference whilst respecting the lockdown due to the corona virus outbreak
  • Media

The Virtual Conference Network Launches In Australia

The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]

Medallia Appoints Heather Paterson As ANZ Country Manager
  • Advertising

Medallia Appoints Heather Paterson As ANZ Country Manager

Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]

IAS And Channel Factory ‘Channel Science’
  • Technology

IAS And Channel Factory ‘Channel Science’

Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized.  More than ever before, advertisers are searching for ways to streamline their media buying and improve […]

by B&T Magazine

B&T Magazine
Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine