Gamification in marketing and PR. Examples

Using game mechanics to achieve business goals is a great way to attract audience attention, create engagement, and improve the user experience. Irina Burenina, the lead project manager in 2L Agency, with practical experience in creating and implementing successful campaigns using game mechanics, told us more about gamification in marketing and PR.

The benefits of gamification: Why does it work?

• Like any entertainment, game projects attract the attention of a wide audience.
• In the game, incentives for certain actions are perceived more loyally – share, leave a review, take part in an action, etc.
• Good gamification often becomes a viral project, in which case the brand gets a great bonus in the form of large free reach.
• Involvement in the gameplay is inextricably linked with attention to the brand, which works for recognition.
• Competitive elements force you to return to the game, team conditions encourage you to attract friends, etc.
• Today, gamification is a rather rare phenomenon compared to direct advertising, which is oversaturated in the information field.

What tasks can be solved using gamification?

1. Launch – when you need to launch a new brand, line, or product. The game attracts attention, the recognition is excellent in the game, you can also talk about the advantages of the product, etc.
2. Promotion – when you need to raise sales within a given time. Discounts are often used here as prizes for meeting game conditions, or, conversely, the game currency can become a bonus as a gift for a purchase – in this case, we should be talking about a serious gaming platform, such as worlds in Roblox or own metaverse.
3. Renaming – when a company changes its name and you need to keep the audience of the product. A good engaging game in a short time will help to ensure the recognition of a new brand.
4. Increased loyalty – when direct advertising has become intrusive and positive emotional contacts with the audience are needed.
5. Reinforcement – is used as part of a comprehensive advertising or PR campaign to increase the number of brand interactions and reach.
6. Explanation – when the product is technically complex, but you need to convey its value simply and comfortably. During the game, you can natively and unobtrusively reveal the subtleties of the application and advantages.
7. Customer base – when gamification is used in order to encourage registrations or collect a database of contacts.

Generating ideas for gamification

One of the most difficult stages is actually to come up with and formalize an idea of game mechanics that will be interesting to the audience and, at the same time, solve the business tasks set. And let’s be honest, it’s better to entrust this issue to experts, even if you want to technically implement the project yourself or by existing IT contractors. And here’s why.

First of all, it is important to properly develop and formalize even a cool idea. Think over triggers, mechanisms for returning to the game, attracting new users through viral distribution, etc. For this, live, relevant experience working with such projects is important.

Secondly, it will not be possible to repeat the success of another effective gamification. Of course, it is possible and necessary to get acquainted with examples of which game campaigns were launched by large companies in your market. However, copying will not produce results. In any case, it will take a serious adaptation to the brand, products, time and audience. 

Thirdly, it is simply expensive to «try» something. The idea should be absolutely cool. The implementation must be of high quality. The communication channels must be correct. And then you will almost certainly be able to benefit from the coverage that will grow naturally.

Геймификация в маркетинге и PR: примеры кейсов

• How to increase brand awareness through gamification
• How to create a powerful communication channel with a children’s audience and stimulate sales: Burger King at Roblox

Do you want to run an effective campaign using game mechanics? – Leave a request using the button below, and we will certainly find the best solution for your business and specific task. Or write to us by e-mail: sales@2l-pr.ru