Does ‘gamifying’ your brand help?

IKEEP hearing about brands and their front-ofwave “gamification” strategies — and digital agencies are also sprouting this new buzz word. Unfortunately, many do so in an attempt to baffle the uninitiated, dazzle marketing professionals and whisk their marketing spend from under their noses.

For those that don’t know, gamification is a digital term that simply means bringing some of the concepts of gaming into brand content. Foursquare is a good example of the use of gamification where users can earn badges and unlock specials by checking in. Gamification used for marketing brands usually involves encouraging users with rewards and exclusive offers — so really it’s just a smart, techy word for a digital loyalty programme.

It’s my opinion that while gamification is a sexy marketing buzz word right now, it’s not right for every brand. You need to be sure that including gaming principles will enhance your marketing and communication objectives. And, importantly, be sure the concept, content, design and execution are excellent.

Creating a game around a brand is not simple. It has to be relevant and this comes from a deep understanding of your users and what motivates them, how they engage with your digital properties, what will intrigue and excite them, what their social preferences are, and what metrics, ambitions and goals are important to them.

There are many genres of game designs and mechanisms, so depending on the brand and target market, competitions, time deadlines, puzzles, collectables, levels, social pressure, currency earnings and power-ups could be included. Rewards and punishments are also an important consideration as they motivate users to play more and engage longer.

Games and apps are never perfect; once the game is built, rigorous testing is vital to its success. Once all the glitches have been ironed out and the game has gone “live”, be ready to adapt and upgrade as feedback flows in. Also, simply calling your new digital brand application a “game” does not make it one. It’s only truly deserving of the name “game” if it is fun, well-designed and engaging for a prolonged period. And you really hit the jackpot when it goes viral.

In my experience, the most effective use of gamification has been in training and sales applications. This does not mean gamification makes work frivolous, but by adding some game principles to training, employees see their work and its training in a more positive light. Instead of reading documents or watching corporate videos, training can become 15 minutes of game-play and the lessons can be more engaging, experiential and more easily integrated into employees’ lives.

The real challenge with brand gamification is not just creating a game users will want to engage with, but investing in creating awareness and excitement about it and getting people to actually play your brand’s game and — better yet– — tell their friends about it.

So I would recommend a game-type experience for clients’ brands only if I sincerely believe it will assist in meeting their marketing objectives, if it is on brand, on brief, and if they have time and courage to create something unique, fun and memorable.

Gullan is the MD and founder of Gullan&Gullan Advertising