Traditional advertising has lost effectiveness and while once-effective advertising methods do not work as well anymore, game playing is on the rise and vying for your customers’ attention.
To be relevant, as a brand you must become a publisher. To compete with games, your marketing must become a game.
People play games – on phones, on computers, on game consoles – everywhere; learning how to engage your customers through interactive game play and taking advantage of this growing trend is a needed ability to become more effective as a marketer.
Properly designed, branded games can be an engaging and “sticky” user experience, especially on mobiles, driving your customers to her flow. Stickiness is a metric of loyalty that measures the relationship between the span of time a person spends on an app and the number of her annual visits.
Loyalty programs already proved that gaming and marketing create a happy marriage. But your customers are getting bored and are not interested anymore in just points, earned by spending money. As products become commoditized, also it is becoming loyalty, that keeps people buying. Modern loyalty programs use a number of gaming elements to engender loyalty, including point accumulation, level climbing, rewards and challenges.
People enjoy competing, playing games and winning. People are intrinsically competitive and relish the process of participating in a game, even if the prizes you deliver are small, symbolic or virtual. They like to compete against themselves when they’re when not vying against others. A well-designed branded game can produce substantial psychological rewards.
Richard Bartle, a professor and behaviorist, identified four types of game players:
- “Achievers” – These players like to acquire points and earn status. They enjoy the process of playing and want to play well. They like working with others and sharing the joys and defeats of the game.
- “Socializers” – These players enjoy the social component of playing games, such as interacting, forming alliances and collaborating.
- “Explorers” – These players take pleasure in game playing activities and elements, such as accumulating points or badges, uncovering shortcuts or figuring out puzzles.
- “Killers” – These players thrive on competition and have a win-at-all-costs mentality.
Only games can help you cut through the clutter of a crowded brand marketplace and socially networked environment to attract, retain and monetize customers.
Stay tuned for a white paper to be released soon: the future of marketing is games, and it has already started.