How playable marketing drives consumers to share zero-party data?

Partner Content

In today's ever-evolving digital landscape, we find ourselves steadily moving towards a cookieless world. With privacy regulations and shifts in consumer preferences, the reliance on third-party cookies for digital marketing is diminishing. In this new era, collecting zero-party data is becoming paramount for digital marketers.

In this article, we demonstrate why playable marketing is the optimal method for collecting zero-party data. However, we don't expect you to simply take our word for it - let the numbers speak for themselves!

What is zero-party data? 

Zero-party data, a term coined by Forrester Research, is defined as: 

Data which a customer intentionally and proactively shares with a brand. It can include preference center data, purchase intentions, personal context, and how the individual wants the brand to recognize them. 

Zero-party data can include a range of data types – from first names and zip codes to answers in a personality test – that will help to reveal much more about your audience, and which can be used to better target customers. It could include details about the customer’s lifestyle, hobbies, or communication preferences, amongst other things.

In other words, it is the holy grail of data sources since it comes directly from consumers and doesn’t need to be analyzed to be understood. It’s honest and true, rather than a diluted, indirect view of the customer.

How do you collect zero-party data? 

When it comes to collecting zero-party data, playable marketing stands out as the most effective strategy. 

By utilizing playable campaigns and incorporating gamification elements, brands can engage their audience in a way that encourages voluntary sharing of zero-party data.

This innovative method not only empowers brands with valuable insights but also creates a mutually beneficial scenario as consumers are rewarded with a great online experience that can include prizes, discounts, personal advice and content, product recommendations, and so on. 

For example, a study conducted by YouGov found that 35% of consumers were open to share their zip code with a brand. But, by looking into our Gamification platform data, and analyzed over, 3.2 million game plays, we found a significantly higher number - 55%.


5 reasons why playable marketing makes consumers more likely to share zero-party data

1. Participants are more willing to share zero-party data in exchange for great online experiences.

An impressive 41% of consumers will share zero-party data in return for personalized experiences and better brand experiences.


2. Participants are more engaged with gamification -  the higher the engagement, the higher the willingness to fill out lead forms or share data through the games.


Gamification leads to 40x more engagement time, from an average of 1.5 seconds to an impressive 1 min 7 seconds. 

3. Consumers are more likely to share their data with a brand they value - and branded games positively influence how consumers see a brand. 


Numbers show that more than 50% of consumers agree that branded games positively influence how they see a brand.

4. Gamified ads work harder than regular ones - meaning that you can reach more people, thus get more data with playable marketing. 


Consumers are 56% more likely to click on a gamified ad than a static ad.

5. Certain types of playable campaigns enable you to collect rich insights that goes beyond simple lead form data collection. 

For example, Personality tests, Surveys, Polls, Quizzes, Product Selectors, and Swipe It games are great to collect more in-depth data points. 

*All the data included in this section are based on a study by YouGov - Marketing is a data game

Get started with your zero-party data collection strategy 

Ready to kickstart your zero-party data collection strategy? Look no further! We've got you covered with our comprehensive eGuide designed to provide you with all the necessary tools and insights. This valuable resource dives deep into the different types of data you can collect using playable campaigns, offers a step-by-step process to guide your actions, and presents inspiring examples from real brands. 

Whether you're a beginner or looking to enhance your existing strategy, our eGuide is your go-to companion for harnessing the power of zero-party data. 


(Download the eGuide)