The versatility of gamification
The versatility of gamification
The versatility of gamification
By Maria J. Anderson-Coto & S. Rose O’Leary
January 03, 2021
Summary
Casey Campbell, Managing Director, North America at Gameloft for brands, looks at the many different ways in which brands can deploy gamification mechanics to good effect.
Humans are hard-wired to enjoy playing games, and brands that can build an element of gamification into their customer engagement will reap the rewards.
In the Pucelle campaign users controlled the actions of the character in a running game by tilting their head, while in the Lego campaign, YouTuber Unspeakable, used a selfie video overlayed with an AR filter to invite users to beat his high score in the game.
Category 2 - Native Integration into a Gaming EnvironmentIntegrating gamification natively into a gaming environment enables brands to connect with a gamer audience where they play and socialize.
Sponsored In-game AssetsBrands are now exposing gaming audiences to their products by inserting those products natively into the gaming experience.
Brands including Valentino and NFL's Detroit Lions are among those who have created in-game assets for the game Animal Crossing: New Horizons, tapping into a zeitgeisty game and conducted entirely free by using in-game tools to create their own branded content, available to all players.
Brands can generate good will and awareness within game experiences by sponsoring a booster or power-up within a game in order to help a player perform better and give them an advantage.
In-game integrationBrands can insert their IP into gaming environments, so that the gamer is interacting with it or even playing as a brand's property.
Elsewhere, quick service restaurant KFC opened its own digital restaurant within Animal Crossing for an unofficial crossover, while last November, Fortnite developer Epic Games teamed up with Disney to offer Fortnite players a free two-month subscription to Disney Plus if they bought virtual items in the game.
Games as Event PlatformsMore so than ever during the pandemic lockdowns, players have turned to multiplayer games as social platforms where they can relax and interact with friends, at a time when socializing in real life is not possible.
Reference
The versatility of gamification. (2021, January 3). Retrieved June 02, 2021, from https://mobilemarketingmagazine.com/the-versatility-of-gamification