{"id":1466,"date":"2024-05-16T10:26:00","date_gmt":"2024-05-16T07:26:00","guid":{"rendered":"https:\/\/2l-pr.ru\/en\/?p=1466"},"modified":"2025-02-10T11:51:51","modified_gmt":"2025-02-10T08:51:51","slug":"gejmifikacziya-v-marketinge-i-pr-primery","status":"publish","type":"post","link":"https:\/\/2l-pr.ru\/en\/gejmifikacziya-v-marketinge-i-pr-primery\/","title":{"rendered":"Gamification in marketing and PR. Examples"},"content":{"rendered":"\n<p>Using game mechanics to achieve business goals is a great way to attract audience attention, create engagement, and improve the user experience. <strong>Irina Burenina<\/strong>, the lead project manager in <a href=\"https:\/\/2l-pr.ru\/en\/\" title=\"\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">2L Agency<\/mark><\/a>, with practical experience in creating and implementing successful campaigns using game mechanics, told us more about gamification in marketing and PR.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/2l-pr.ru\/wp-content\/uploads\/2l-gamespr-00-1.jpg\" alt=\"\u0413\u0435\u0439\u043c\u0438\u0444\u0438\u043a\u0430\u0446\u0438\u044f \u0432 PR \u0438 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0435. \u0418\u043b\u043b\u044e\u0441\u0442\u0440\u0430\u0446\u0438\u044f Midjourney\" class=\"wp-image-2992\"\/><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The benefits of gamification: Why does it work?<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Like any entertainment, game projects attract the attention of a wide audience.<\/li>\n\n\n\n<li>In the game, incentives for certain actions are perceived more loyally \u2013 share, leave a review, take part in an action, etc.<\/li>\n\n\n\n<li>Good gamification often becomes a viral project, in which case the brand gets a great bonus in the form of large free reach.<\/li>\n\n\n\n<li>Involvement in the gameplay is inextricably linked with attention to the brand, which works for recognition.<\/li>\n\n\n\n<li>Competitive elements force you to return to the game, team conditions encourage you to attract friends, etc.<\/li>\n\n\n\n<li>Today, gamification is a rather rare phenomenon compared to direct advertising, which is oversaturated in the information field.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What tasks can be solved using gamification?<\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Launch<\/strong> \u2013 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.<\/li>\n\n\n\n<li><strong>Promotion<\/strong> \u2013 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 \u2013 in this case, we should be talking about a serious gaming platform, such as worlds in Roblox or own metaverse.<\/li>\n\n\n\n<li><strong>Renaming<\/strong> \u2013 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.<\/li>\n\n\n\n<li><strong>Increased loyalty<\/strong> \u2013 when direct advertising has become intrusive and positive emotional contacts with the audience are needed.<\/li>\n\n\n\n<li><strong>Reinforcement <\/strong>\u2013 is used as part of a comprehensive advertising or PR campaign to increase the number of brand interactions and reach.<\/li>\n\n\n\n<li><strong>Explanation<\/strong> \u2013 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.<\/li>\n\n\n\n<li><strong>Customer base<\/strong> \u2013 when gamification is used in order to encourage registrations or collect a database of contacts.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Generating ideas for gamification<\/h2>\n\n\n\n<p>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&#8217;s be honest, it&#8217;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&#8217;s why.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>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.\u00a0<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Thirdly, it is simply expensive to &#171;try&#187; 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.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">\u0413\u0435\u0439\u043c\u0438\u0444\u0438\u043a\u0430\u0446\u0438\u044f \u0432 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u0435 \u0438 PR: \u043f\u0440\u0438\u043c\u0435\u0440\u044b \u043a\u0435\u0439\u0441\u043e\u0432<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/2l-pr.ru\/en\/cases\/kak-povysit-uroven-znaniya-brenda-pri-pomoshhi-gejmifikaczii-kreativnaya-kampaniya-kingston-vsegda-s-vami\/\" title=\"\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">How to increase brand awareness through gamification<\/mark><\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/2l-pr.ru\/en\/cases\/kak-sozdat-igru-v-robloks-dlya-brenda-opyt-burger-king\/\" title=\"\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">How to create a powerful communication channel with a children&#8217;s audience and stimulate sales: Burger King at Roblox<\/mark><\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Do you want to run an effective campaign using game mechanics? \u2013 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: <a href=\"mailto:sales@2l-pr.ru\" title=\"\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">sales@2l-pr.ru<\/mark><\/a><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>How gamification works in marketing and PR. What business tasks can be solved with gamification? Where to get ideas from. And cases with gamification in PR.<\/p>\n","protected":false},"author":1,"featured_media":1467,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[20],"tags":[],"class_list":["post-1466","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/2l-pr.ru\/en\/wp-content\/uploads\/2l-gamespr-00-1.jpg",1000,544,false],"thumbnail":["https:\/\/2l-pr.ru\/en\/wp-content\/uploads\/2l-gamespr-00-1-150x150.jpg",150,150,true],"medium":["https:\/\/2l-pr.ru\/en\/wp-content\/uploads\/2l-gamespr-00-1-300x163.jpg",300,163,true],"medium_large":["https:\/\/2l-pr.ru\/en\/wp-content\/uploads\/2l-gamespr-00-1-768x418.jpg",768,418,true],"large":["https:\/\/2l-pr.ru\/en\/wp-content\/uploads\/2l-gamespr-00-1.jpg",1000,544,false],"1536x1536":["https:\/\/2l-pr.ru\/en\/wp-content\/uploads\/2l-gamespr-00-1.jpg",1000,544,false],"2048x2048":["https:\/\/2l-pr.ru\/en\/wp-content\/uploads\/2l-gamespr-00-1.jpg",1000,544,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/2l-pr.ru\/en\/author\/admin\/"},"uagb_comment_info":0,"uagb_excerpt":"How gamification works in marketing and PR. What business tasks can be solved with gamification? Where to get ideas from. And cases with gamification in PR.","_links":{"self":[{"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/posts\/1466","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/comments?post=1466"}],"version-history":[{"count":2,"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/posts\/1466\/revisions"}],"predecessor-version":[{"id":1470,"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/posts\/1466\/revisions\/1470"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/media\/1467"}],"wp:attachment":[{"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/media?parent=1466"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/categories?post=1466"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/2l-pr.ru\/en\/wp-json\/wp\/v2\/tags?post=1466"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}