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ketakidesai · 3 years

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6 reasons why Digital Marketers should NOT ignore Gamification

For the uninitiated, gamification is most commonly defined as “…an informal umbrella term for the use of video game elements in non-gaming systems to improve user experience (UX) and user engagement…”. (1)

Brian Burke, Research Vice President at Gartner, in a podcast defines gamification further as “The use of game mechanics and experience design to digitally engage and motivate people to achieve their goals…it’s the use of game mechanics… and uses things like points and badges and leader boards… It is used in a digital engagement model” (2)

Let’s take a look at the 6 reasons why marketers must consider gamification in their digital strategy. (It's a long read but I promise it will be fun!)

Reason 1: Let’s accept it – gamification is not ‘just a fad’

The last decade has seen interest in gamification rise substantially. Growth in digital technologies has further propelled this interest across sectors like Healthcare, Real-estate, Education, and other sectors. Today, mobile technology is using game mechanics combined with UX design to enhance user engagement, aid employee learning, help students with problem-solving, and even help sales personnel reach their targets.

Reason 2: Gamification is everywhere, literally!

The earliest, less refined, version of gamification in marketing was recorded in 1896 (3) when retailers rewarded loyal customers with stamps received from marketers. By 2020, one can comfortably say that gamification in marketing has come a long way.

“It (Gamification) can be applied on many products, services, or any stage of the customer journey and it’s easily adjusted to any budget” (4)

Today, Gamification is seamlessly incorporated in our favorite digital platforms like Google Pay, Fitbit, and even Linkedin. It is common to see a mobile app use badges, points, or virtual currency to drive user engagement. While there are popular applications that have gamification at their core like Duolingo and Nike Run Club, there are apps like Zomato which have incorporated gamification into their product to keep app users coming back for more.

In 2019, Zomato launched Zomato Premier League during the IPL season. Users could predict a winner of the IPL cricket match of the day and gain 30% cashback if they predicted the winner correctly. Zomato released a scorecard of the activity that showed 224 cities and 14 Million predictions achieved during the IPL season. (5)

(On a separate note, Google decided to ruin the game and sent a notice to Zomato citing Play store policy violation – Zomato had to take off this feature in September 2020) (6)

Reason 3: Your digital audience wants to have fun

“Many brands don’t need brand awareness anymore, they already have it. So they’re looking at what’s next, they want to engage the audience, the influencers.” (7)

Digital marketers need not limit themselves to using gamification only in an app – digital engagement can be successfully created wherever the audience is including social media! Micro-gamification moments have been popular on social media platforms for some time now. One example of the micro-gamification moment is Stories Ordering by Burger King.

Burger King Spain used Instagram stories and had some fun with gamification. With “Stories Ordering” followers could pick ingredients and customize their Whoppers by simply clicking on the Instagram Poll Feature. This generated a unique coupon that participants could use to redeem their Whopper for free. A simple creative idea with zero media investment led to 270000 brand interactions.

Similarly, Star Movies launched Play @ 7 (8) to gamify the TV watching experience. Viewers were required to watch the movies played on the channel daily and play 7 games by tweeting the correct answers to the games. Star Movies created a leader-board on Twitter in real-time where participants could track their progress daily and weekly.

Reason 4: Personalise to Gamify and Gamify to personalize

“While the job of gamification is easing the daily tasks in different fields, the users’ interests and likes must be considered to create intrinsic incentives and a moral environment for them.” (9)

For a truly effective retention strategy, a brand must enhance the product experience for the user. For this ethically collecting relevant data along the user journey to personalize content and keep users engaged becomes important. Duolingo emails a weekly report to its users reminding them of their progress in comparison to the previous week. Similarly, Starbucks sends rewards points as a birthday treat to its users.

As the collected data gets richer in quality, marketers can then create loyalty programs, feedback mechanisms, gamified content, and much more, to personalize the user’s experience further.

Reason 5: Gamified marketing survived COVID-19

Locked up at home due to COVID-19, people were increasingly active online, consuming a variety of content, and playing games when not working. Between March 2020 and April 2020, comScore noted a 62% increase in the time spent on playing games online in India. Another report states that the US and UK saw a ‘40% surge in the time spent on online games’.

During this time, Burberry launched its summer collection through a gamified campaign. The luxury brand created a multiplayer game “that lets players dress up their characters in the brand's outfits before grabbing a surfboard and challenging friends to a race around a track”. The game rewards participants with daily prizes and AR-based digital rewards. (10)

ABC Entertainment decided to have fun promoting its classic TV game show “Supermarket Sweep”. To announce the return of the show, the broadcaster launched a Twitter game “Supermoji Sweep”. The audience on Twitter was required to “reply to its @SuperSweepABC account with combinations of nine emoji for grocery items including cheese, bread, steak, turkey and cherries”. Every emoji had a secret dollar value attached to it and the audience was required to guess the combination of items that would cost exactly $20. And the reward for the correct guess? A Special video message from comedian Leslie Jones, who is also the host of the show.

Reason 6: Gamification is about to get better

The overall Gamification market globally is expected to be worth $76298.9 Mn by 2030 (11) and for marketers, the opportunities are endless. Game mechanics are combined with AR/VR in education, tourism, healthcare, and entertainment industries.

In 2019, Ally Bank used AR and Gamification to create an online learning experience for consumers. “The augmented reality game brings Monopoly to life in six USA cities… Ally aims to improve consumers’ financial literacy through gamification while giving them the chance to increase their savings and win prizes."

PetSmart used Snapchat’s AR feature to create a “gamified quiz based around educational reptile facts”. Using this feature users could use the filter to turn themselves into a reptile, answer questions related to reptiles, and win a 40% discount coupon that can be redeemed at a PetSmart store. As a result, PetSmart “has seen a 50% increase in reptile sales, as well as a boost in general pet sales as owners stocked up on food and supplies in preparation for lockdown..”

Digital marketers can leverage these technologies to present immersive and gamified experiences to consumers and expand the scope of digital marketing. Similarly, brands can work towards gathering relevant user data and utilize it to create a better user experience and consumer engagement through personalized in-app gamified experiences.

Parting Thoughts

From engagement to retention, gamification can support most of the marketing objectives. This is a great approach ONLY if the marketer is clear about what objective the brand is trying to achieve when adopting the approach. To elevate a user’s experience through gamification, marketers must weave storytelling or personalization.

But remember, creating a gamified experience is not easy. Experts have researched why gamification fails and these reasons range from lack of understanding of the target audience to not being able to create a compelling story. Brian Burke mentions that gamification fails when it is used to manipulate the user’s experience to meet the organization’s goal, instead of the goal of the customer (2). As a result, marketers must create an experience that helps the consumer achieve their objectives. And this means going beyond mere reward points.

I will leave you with two popular frameworks Elemental Game Tetrad Model by Schell and Octalysis Framework by Yu-kai Chou. Both these should help you start off with planning and designing an outstanding gamification experience for your audiences/customers/users!

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FIN!

Thank you for reading this article. I would love to hear your views on gamification and how digital marketers can leverage game mechanics to improve user engagement.

If you found this article interesting or if you have any feedback for me, do share the same in the comments below!

All references and cited articles can be viewed here.

#digital marketing #Gamification #zomato #burgerking #petsmart #personalization #KD writes

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summerscramble-event · 7 years

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❝ Can you believe that skyline -- ? Ah, well, perhaps you all can’t, you haven’t seen it yet ! Believe me when I say its beautiful, and I’m a man who knows beauty !

❝ I know, I know, ‘ Laslow don’t be wasting time ’, but I assure you, you’ll LOVE what I have to say this time ! I have excellent news regarding our schedule of events ! Er, that being we have one. Tentative as it may be, myself and Robin squared ( talk about weird ?? ) have agreed that this will give you all the basics of the week’s layout, so you all can plan ahead ! Considerate, right ? I know, you can thank me later for being so thoughtful. ❞

JUNE 25 – SUNDAY KICKOFF.

SNO CONE SOCIAL.

Cabana check-in, but save the unpacking for later ! Complimentary sno cones are served all day long as we, the mods, spend today welcoming guests to the luxury Hotrealms resort! Grab a sno cone from the cabana bar because today is the day to get to know your fellow resort comrades! Walk around the resort and view the boardwalk, and as always, I am ALWAYS available for any lonely adventurers. Take a stroll on the beach and wade in the water, go for a swim if you’d like ! This is just a day to get a feel for your surroundings and explore everything the resort has to offer ! Kick back, relax, and socialize ! . . . or don’t, if that’s what you prefer.

JUNE 26 – SWIMSUIT SHOWCASE

Did someone say ladies in bikinis – AHEM – er, swimsuits all around ? Surely you’ve already procured a swimsuit, why not show it off ? We are now taking reservations to walk the stage for this Summer Scramble’s Swimsuit Showcase ! Handmade or commissioned, if you’re interested in the opportunity to earn bragging rights about being on stage, then this is for you ! Come in your bikini best -- or, your best in general I suppose, whatever your preference, we have room for you on the catwalk !

Also, Robin and Reflet have given me word of a sandcastle contest ! I personally will offer you bonus points if you manage to build your sandcastle on someone. I would assume they will have more information on this later !

***STARTING MONDAY, JUNE 26, SENDING ☼ WILL EARN YOU A TURN AT THE MONOMONO MACHINE FOR A PIXELATED PRIZE! THIS WILL CONTINUE ALL WEEK. YOU MAY SEND ONE ONCE A DAY. MODS WILL BE WORKING ACTIVELY TO MAKE SURE ALL ARE ANSWERED DAILY, BUT PLEASE BE PATIENT.

JUNE 27 – BOARDWALK BUZZ

The boardwalk is NOW OFFICIALLY OPEN. All shoppes have been open for a while now, we realize, but now there’s more to do ! Vendors have all moved in and – is that lemon cake ?? Anyway, there’s going to be a whole big stretch of gift booths, and leis are available for purchase ! You may see some familiar faces running booths of their own, so be sure to give them your support and stop in ! Avoiding having to walk all the way into town for something small for your love interest has never been easier! Well, except if they need a new shirt, or a sunhat, but you get the point. Also, along with the boardwalk vendors, we’re excited to announce the dunk tank among many other activities! Yours truly will take the first seat ( more like forced into it ) and the other two will follow suit. No ticket necessary, just jump in line until time limits are cut short, as will the lines. But this is your chance to show no mercy, and get your game face on for Wednesday ! And have I mentioned the sunset from the view of the boardwalk ? Not even a beautiful girl could distract me – er, alright, alright, maybe she would a little.

And I’ve also heard word of a . . . crushing watermelons contest . . . ? What in the Gods’ name . . I suppose some of these people can crush watermelons with their bare hands. Perhaps that’s something someone can enlighten me on later.

JUNE 28 – VOLLEYBALL AND BEACH WRESTLING

Is your team ready to take the trophy home ? Is your body beach ready ? Wednesday is being spent on beach front territory ! The volleyball nets are going up, the referees are ready to call the shots. Gather up your teams and play to win ( you’re joining TEAM LASLOW, right ~ ?) . Trash talk is always fun, but don’t get out of hand, now ! Nobody likes a sore loser, especially when you already know you’re going to lose ~. Compete to defeat, my friends, lay on that sunscreen thicker than faceless skin !

For those uninterested in volleyball but still wishing to compete and hone their skills: maybe beach wrestling is good for you ! Go up against other strongmen, or women, in a test of physical strength. Nobody likes a face full of sand so come prepared to knock your opponent to the ground. Try to keep rough physical harm such as actually making someone bleed all over the sand to a minimum . . we’re really trying not to have any casualties . . please don’t turn this into a death match. I’m begging, I’m not a very good nurse.

Not the sporty type ? Grab some goodies and flags to wave from the boardwalk and cheer on your favorites to victory! They’ll love hearing your harmonious cries ~, even when you’re cheering for me.

***Volleyball teams ARE ENCOURAGED. There has been talk on the dash about potential teams and this is to organize all of those. Matches will be generated ala ‘ hunger games simulator ’ style. We will be posting a call for captains very soon, are we’re looking for 4-8 teams to compete gauntlet-style. If you are interested in forming a team of 10-12 players, be on the lookout. Ground rules and more description on this to come ! All ‘ teams ’ will get a special treat!

JUNE 29 – WATER GUNS, PAINT BALLOONS, AND HAVOC OH MY

Seems like Anna has some new ‘ weapons ’ to share with us ! Only these come in the form of pelting your enemies without mercy! I daresay no one is safe from the attacks of those who even they think they can trust. All of you sitting ducks in the umbrella lounge had better watch out! Oh, it would proooooobably be wise of you to not wear your Thursday best for this, ladies and gentleman, it’s about to get messy ! Water guns and paint balloons will be available at checkpoints for pickup, only one weapon per person but balloons are unlimited ! Let’s see who can avoid getting hit ! No holds barred and no one’s off limits – w-well except for me of course ! You wouldn’t hit your humble host now would you !?

JUNE 30 – BONFIRE/MOVIE NIGHT

Spend your day how you like, my friends, but you have to join us for the bonfire ! Anna has told us she’s providing the makings for uh, s’mores I believe ? Chocolate and marshmallows on graham crackers ? Sounds good to me ! I’m certain a few candy-loving souls will melt at the taste of one! Also, yours truly will have an extra little treat in store for you ! In addition to this, once nightfall is upon us, we can partake in SCARY STORIES. Bring your most terrifying stale to hold the attention of your comrades and really scare us ! Make us so paranoid to walk back to our cabanas without holding someone’s arm afterwards ! Top three scariest stories get prizes ~ Good enough to give it a go, right !? C’mon, don’t be so afraid to give us a fright !

*Scary stories can be SUBMITTED to the EVENT PAGE INBOX. These will be compiled into a compilation post for other followers to READ and VOTE on which one they think is best! NAMES WILL NOT BE ATTACHED to give fair chances and rule out ‘popularity’ votes. DEADLINES FOR SCARY STORIES ARE BEFORE THE 30TH !!

** Scary stories MUST be original. Any submitted may be subjected to be cross referenced for copy/paste. Obviously be as creative as you want, and as in character as you can be with this! Names/URLs will not be posted with them to again, avoid popularity vote, so being ‘ in character ’ is encouraged !

*IN ADDITION, we will be planning a movie night rabb.it stream ! A poll will be going up to vote on a movie to be shown FRIDAY NIGHT. Time is still TBA once we are able to figure out an ideal timeframe. So pop some popcorn and join us !

JULY 1 – FINALE FIREWORKS SHOW

Ah, the end of a vacation can be so bittersweet. The final day is always the hardest, is it not ? Having to pack up all of your things and shamefully realizing you’ve bought too many souvenirs . . wait, that isn’t just me right ? Fear not, my friends, this wonderful week shan’t end with an upset, but with a bang ! Preoccupy your day with whatever you would like but join us Saturday night for FIREWORKS ! Anna is helping me put together a great lineup of a lightshow for you all ! We’re hoping you’ll enjoy it and that will wrap up a breathtaking and relaxing week up nicely with a bow as we all return home !

❝ And I, your humble host, will be most everywhere during this week. If we bump into one another, do join me for a smoothie, eh ? ❞

❝ This is all for now, but if YOU have any suggestions, don’t be afraid to approach me or either of the other two, or drop something into our suggestions box. And if you would rather run something on your own, OUR VENDOR APPLICATIONS are still open ! I would love to see more of my wonderful comrades selling their wares or contributing to this in any way they can ! It’s been lovely to see the excitement already ! We’ll see you soon ! ❞

** Many of the main events will have their own ask meme to coincide with it ! Activities and other roleplayer’s booth events are taking place everyday, but of course, people are busy and threads and ask prompts can be continued on other days, and even past the event week ! We are actively working to make this schedule work and be fun for everyone ! We hope you’re as excited as we are !

#mod lasnigo ;#sea sky and sun ;; summer scramble #tentative schedule of events as we see them!#we're so excited to present this to you guys!!

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jrsechelon · 7 years

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Evans-Flow In Super Bowl

HellbentKronik went from starting the season 5-2 at the halfway point, then falling to 2-5 to end the season to putting together an impressive three-game winning streak that capped off an ever impressive 8th seed run to becoming Super Bowl X Champions. Many questions seemed to loom this team as the entered into the Playoffs. Stumbling all the way to the 8th seed it seemed almost etched in stone that they would be one-and-done. Carson Wentz the rookie quarterback who has acquired from Straight Edge Society mid-season was in shambles, it seemed like a season that was so promising had all but came to a devastating end. HellbentKronik was determined to get through the Wild Card round against The Busy Killers, which would give them Lane Johnson their stout offensive linemen back from suspension. Going into the 1st seed's home was a tough task and doing it with a depleted offensive line and a rookie quarterback was almost impossible. It was up to the defense. The catalyst for the defense’s stunning turnaround throughout the Playoffs which started at The Busy Killers in Dallas can be credited to the play of the secondary, which includes a still-improving Malcolm Butler continuing to make big plays, including two interceptions and a fumble recovery against The Busy Killers.

Defense Lays The Boom On The Busy Killers

Steady safety Devin McCourty has enjoyed one of his best seasons manning the defensive field especially in the Championship Game against Evolution, and Logan Ryan has played better after an inconsistent first half to the season. Even trade addition Eric Rowe has shown up with some big plays in the Postseason. The defense was the story in the Wild Card and Championship games. The win over The Busy Killers gave HellbentKronik Lane Johnson back at the offensive line. This was indeed the spark Carson Wentz needed as the traveled to division rival Evolution with a chance to go to Super Bowl X.

Whether he was picking up yards with his legs or making plays with his arm, HellbentKronik rookie quarterback Carson Wentz played well against Evolution. HellbentKronik had success on the ground, so the rookie quarterback used play-action passes to complement their rushing attack. It all started with Lane Johnson returning. Carson Wentz' season was in some light all about Lane Johnson. Wentz started off hot, was erratic in the middle when Johnson was gone but finished strong giving his team a chance to win and with the return of Johnson that is exactly what happened.

Lane Johnson Helps Dominate Evolution

Wentz showed his crazy escapability in the pocket and that he keeps his eyes down the field looking to make a play, this indeed killed Evolution along with the pass rush from Chris Long and company forcing Eli Manning to throw three picks in the loss to HellbentKronik. Not only was it Carson Wentz that helped lift HellbentKronik to their first Super Bowl appearance but it was the running game and Mike Evans. The running game definitely erupted early and often last week and once again this week on Super Bowl Sunday. But the third-year receiver Mike Evans continued his dominance thanks in part to his big body and speed. As Super Bowl X was in sight HellbentKronik made a stunning change at quarterback, the man who led them to the big dance was benched in place for Jameis Winston. As the quarterback, Jameis Winston said, "This is a huge opportunity for me. I was sat after the trade and now I am trying to get away from that standard of just being OK. We want to be great." HellbentKronik honestly was lackluster on offense on Super Bowl Sunday. Their offense was struggling most of the game and had to rely heavily on their running game which ultimately opened up the game-winning touchdown for Mike Evans late in the 4th quarter. With a heavy supporting role from the defense once again HellbentKronik's offense was able to do just enough to get the win and claim their first Super Bowl win over Thunderbuddy4Life.

Personally I feel the defense should have been the Most Valuable Player(s), Mike Evans was crowned M.V.P. Mike Evans is still a pup in his EFL career. He's among the tallest breeds and the Great Dane of his position. But as HellbentKronik's best wide receiver ends his third season, he's all of 23 years old. Evans isn't remotely close to entering his prime years let alone peaking. Those days are far on the horizon. Which is why as he pairs with quarterback Jameis Winston, Carson Wentz or someone else in 2017, it can be startling to remind yourself that Evans is going to keep growing as a receiver. It's a realization that could make even the most physical defensive backs stockpile frozen peas to soothe their Sunday wounds. He's developed in 2016 by striking more fear in the minds and hearts of those assigned to contain the 6'5", 231-pounder. Evans has helped HellbentKronik win their first Super Bowl by using more than his size, catch radius, and red-zone steadiness, though he has plenty of all three.

Mike Evans Super Bowl X M.V.P.

The main source of his rapid improvement isn't a skill that's resulted in a rising number. Instead, this particular digit has fallen as Evans floats to the top tiers of his position. We know Evans is a massive bundle of leaping bulk, and blending that with his 4.53-second speed in the 40-yard dash makes him an athletic marvel. But the many preseasons claims that Evans was a prime breakout candidate—you know, the ones written by everyone with access to a keyboard, including your pet duck—came with an important caveat. He had to remove the butter from his hands. Some of Evans' drops can be tolerated as a consequence of his high-volume workload. But that tolerance reached its peak in 2015 when he was among the leaders in a receiving stat that shows you're not, well, doing enough receiving. With the label of Super Bowl M.V.P., you've got to believe this will only give Evans more motivation to come back even stronger in 2017. Wentz really made noticeable improvements against the blitz, under pressure, outside the pocket, and in the red zone. He engineered two fourth-quarter comebacks and gave this team the best chance to win down the stretch. So, with the offseason looming it's undeniably certain we'll hear rumblings of what HellbentKronik will do at the quarterback position. You could see the much-improved chemistry between Wentz and Mike Evans as well as Cameron Brate compared to Winston, but does it really matter who is throwing the ball to Evans? He has enough belief and faith in himself to know that, sure, he's still going to drop a ball every now and then, but now it's easier to move on, and the pass-catching often ends up being the least of what you spend time on all the way through your development as a young receiver anyways.

Mike Evans Will Continue To Grow

A lot of times you need to catch balls on your own and watch film on your own and the improvement from last season to this season has shown that is exactly what Evans has done. In just 42 career games, Evans has scored 25 times. That's tied for third among wide receivers since he entered the league in 2014. His clutch nature gets better. Those end-zone catches are sexy because scoring points are pretty important, mainly when you find yourself in the Super Bowl. Evans' height and basketball background have always dominated descriptions of his game. But he needed to get rid of the drops to become a smoother pass-catcher and climb the next stair on his ascent up the league's wide receiver tiers. Mike Evans did just that in only 3 years; with a Super Bowl M.V.P. under his belt, the sky's the limit for this young buck and his Super Bowl defending team.

HellbentKronik took the lead from Thunderbuddy4Life with the Mike Evans touchdown late in the game. As the game seemed all but over and HellbentKronik was celebrating, Thunderbuddy4Life lobbed up a hail mary to Anquan Bolden to cut the lead down to a single touchdown. It was remarkable and for a second we thought could we be seeing overtime or a miracle comeback? Although it was a play that won't be forgotten anytime soon, HellbentKronik was successful at recovering the onside kick which all but ensured their first Super Bowl Title and being able to lay claim as Super Bowl X Champions. Congratulations HellbentKronik! Being the 8th seed and winning the Super Bowl has only happened twice before (Straight Edge Society and LilShupeScoresBIGPoints), so to place them in a class of two other great franchises to achieve the 8th seed Super Bowl run is something to definitely be proud of. The way they did it was up and down a bit different with the group of players they had, but they did it. Now as the 2016 season ends and we begin to prepare for the 2017 season there is only one question to ask yourself; is HellbentKronik the favorite to repeat? Who is the favorite entering 2017? We haven't seen a repeat since Straight Edge Society. It's hard, very hard to do, and the odds are against HellbentKronik who finished 3rd in their division yet won it all. Finding themselves with a stout receiver in Mike Evans will help them next year, but the unknowns of who will be throwing to him and how much of this core defense can they keep together will be major questions entering the offseason. I guess that is what the offseason is all about, unanswered questions being answered. So as we bid you farewell we'd like to thank all of you for being here week-in-and-week-out to read our articles, vote on our polls, and most of all enjoy rooting for your favorite team in the Elite Fantasy League!

2017 EFL Draft 1. MegaWatt Warriors (4-10) 2. BroncosTillDeath (5-9) 3. Hyrule Connection (5-9) 4. The Canadian Cripplers (5-9) 5. PURPLEHAZE (6-8) 6. Black Hole Son (6-8) 7. Buds Bums (6-8) 8. PrimeTime (7-7) 9. LilShupeScoresBIGoints (8-6) 10. Rainelo Hawks (8-6) 11. Yuba City Sultans (10-4) 12. The Busy Killers (11-3) 13. Straight Edge Society (8-6) 14. Evolution (8-6) 15. Thunderbuddy4Life (8-6) 16. HellbentKronik (7-7)

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