August 31, 2010

‘Gamification’ and brands

Posted by: in North America

Game mechanics are fast becoming a method to create loyalty and time spent with brands. “Gamification is a hot buzz word these days,” notes VentureBeat. They use DevHub, a platform for creating websites and blogs, as an example of the potential here. By relaunching with an expansive gaming component—users win rewards for adding features—DevHub has greatly increased repeat visits and site usage. Previously, only 10 percent of users finished building their websites and blogs; the rate has shot up to 80 percent, and sales of premium services and upgrades have increased.

devhub-laptop-empireThis success story does not suggest that brands should only be creating games, but that the actual mechanics of gaming can be introduced in a more CRM-based strategy. Brands that find useful and unique ways to integrate gaming into their services can invigorate their users by providing incentives for more frequent and extended use. Social gaming components can help bridge the gap between brands’ needs and those of their consumers.

Photo credit: www.devhub.com

1 Response to "‘Gamification’ and brands"

1 | Rajat Paharia

August 31st, 2010 at 4:55 pm

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Brands should absolutely be integrating game mechanics/gamification into campaigns. It’s not enough to broadcast messages at passive receivers anymore, you need to engage customers and get them to participate with your brand and in the conversation.

HP, Right Guard, Molson and Victoria’s Secret have all recently run marketing campaigns with game mechanics deeply integrated them, and have driven their customers to action.

Rajat Paharia
Founder, Chief Product Officer
Bunchball – http://www.bunchball.com

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