Interactivity is spearheading the future of customer experience, and gamification is the sharp end of that spear. Many brands aren't delivering on the gamification part because they're treating the audience as a target and not inviting them to be part of the campaign/gaming community.
Read MoreYounger people play games - they're not relevant for audiences 50 and older. Branded games are more effective with the under 55s. What has consistently surprised us, when we see branded games in a marketing strategy, is which age group engages the most.
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