Gamified interactions spark consumer interest
Lawrence Chia
Chairman, Pico Group

Digital marketing has become so prevalent as to cause many audiences to simply ignore the constant noise. As a fresh way to cut through and capture their interest, brands are increasingly integrating gamified interactions into their marketing campaigns. Indeed, some research indicates that the gamification market will reach a value of US$15.43 billion this year and grow to US$48.72 billion by 2029, achieving a remarkable CAGR of 25.9%.

By tapping into human desires for competition, achievement and reward, gamified experiences are powerful tools for gaining active, ongoing audience participation. For example, Duolingo, the language learning platform, uses team tasks and various challenges with rewards to encourage continuous usage and community-building among its customers. This approach has resulted in a base of over 20 million daily active users and a reduced churn rate of approximately 10%.

Features like leaderboards, challenges and communities can stimulate interaction with brands and cultivate a sense of belonging and connection. This approach not only enhances the brand experience, but also extends brand influence. Prominent examples include Pico’s activations for State Farm in the United States and OMEN by HP’s use of gamification at the Los Angeles Anime Expo. The former employed online games complemented by offline gift redemption to establish an exclusive community; the latter enticed visitors with interactive game installations like ‘Magical Cherry Blossom’ and ‘Giant Ramen’ and encouraged them to finish challenges and collect game card rewards. In both instances, gamification successfully attracted and enhanced brand-consumer interaction with long-term benefits. 

Though marketing strategies continue to evolve, people will always enjoy entertaining and interactive experiences. Integrating exciting gamification elements into brand strategies is just like infusing vitality into a lackluster narrative, making it an excellent option for winning consumers’ attention.

The full article was originally published in Headline Finance on 29 April 2024 (in Chinese only).

Source: Headline Finance (web version), 29 April 2024