As one of the most trending methods of acquiring engagement through initiatives, it should come as no surprise that gamification would be an optimal solution for branding. Gamification-or the act of implementing game-like gimmicks into non-game contexts have been on the rise and is now a stable and accepted option for serious businesses. By 2018, gamification reached a market value of USD 5.5B and a CAGR of 30.31% with the growth of the mobile industry directly correlated. And with the shift in culture towards the experience economy, gamification for branding is now riper than ever.
What Does Gamification Have to Offer
Gamification is known quite widespread by now and has proven time and time again to be more than just a buzzword. In today’s economy, when a company requires a simpler approach to attaining the engagement of its customers, gamification is often not far behind. This, in turn, made way for an abundance of gamification companies throughout the world as proof of its success; everyone wants a piece of the action. But what exactly does gamification have to offer for your brand? Engagement, yes. But how exactly does it help?
Musical Stairs in Brussels via Source
If you’ve known about the experience economy, you’d know that consumers are now shifting their attention to the experience of a product. It is becoming all about that customer journey and how it makes a lasting impression in a consumer’s mind. And nothing ever quite leaves a mark than a fun game; uniquely tied to a brand.
A Quick Example: Innisfree
Innisfree is a South Korean beauty brand that wants their products and brand to stand out. Coming from the country of idols, making beauty products stand out from its competition is no simple matter. The South Korean market for beauty products are borderline flooded, yet Innisfree remains one of the more memorable brands out there. While it is easy to create mottos, make claims of company values and objectives, and advertise your products, Innisfree took it a step further by doing all those things through gamification.
Innisfree Jeju Flying Bike via Source
Praised for their intuitive marketing and communication of their ideas, Innisfree became one of the most popular beauty brands by being no stranger to gamified experiences. With almost every chance they get, they apply gamification unto their marketing campaigns and eventually results in bright expectations from their customers and brilliant feedbacks. With gamified campaigns such as:
- Someday in Jeju, where they advertise a VR game where customers are given the chance to date Lee Minho virtually.
- Jeju Flying Bike, where, again in VR, customers use an indoor static bike to explore the sights of Jeju island.
- The Green Tea Seed Serum Campaign, where Innisfree raised over 10% engagement rate and exploded their product in Malaysia.
Why Gamification Works
Gamification, or rather games, in general, is fun to play and taps to your brain to help send out dopamine, an enzyme that makes you feel good (usually sent out when achieving something). But to a lesser scientific answer, gamification works because the world right now, despite its changes, are more filled with gray than any other colors. No matter how much attractive initiatives like gamification is rolled out, despite its successes, people are still mainly used to the dull and mundane as it is what floods the common market.
People lining up for Sprite machine-shaped Showers via Source
Seeing unique experiences through gamification, you’d be surprised how much people would participate in something and be engaged. This is due to the fact that we crave for it. No matter how opted out we are to formalities and common nuances, the rare charm of something different and creative drives us to openly seek it out whether we know it or not. And that is why gamification is marvelous for branding. Customers would openly seek out the campaign subjected to them out of curiosity, and if they had a good time, they would share it and express their joy. And that very joy is what gives them a better sense of familiarity and bond to your brand.