The Facts Behind Why Marketing Gamification Works

Partner Content

The job as a marketer has become more difficult than ever before. Overwhelmed consumers, fatigued by often irrelevant marketing clutter, have become less likely to engage with brands that don't deliver meaningful and personalized experiences. We know consumers are more aware of their power, and are taking back control of their data, which creates new challenges for marketers. 

It’s no secret that effective marketing needs to engage the customers in a meaningful way. At Leadfamly, we’ve always believed that by using game mechanics in your marketing, brands are able to create unique and personalized experiences that will engage their audience. To put this to the test, we undertook an international research study of more than 5,000 consumers with YouGov, to gain insights on perceptions of gamified marketing and how you as a marketer can best leverage these findings. 

And the results speak for themselves. 

Unlock a new level of marketing with marketing gamification 

Marketing gamification works. The results of the research reveal that consumers not only want to play games, but are also willing to share first-party data when doing so. More specifically, the research found that using game mechanics in marketing has a wide appeal; allowing marketers to connect with their audiences by tapping into the human desire to seek out play and pleasure, while simultaneously engaging consumers 40x more than the average digital engagement of 1.5 seconds. 

But engagement is not the only challenge to be solved with game mechanics. 

With the increased focus on digital transformation, marketing has truly become a data game. The research further revealed that in exchange for giving up valuable data, consumers expect brands to deliver unique and personalized experiences. When done well, marketing gamification can help you get the data you need and deliver the expected experience to your audience, which will increase engagement. And the best thing? This engagement isn’t dependant on high prize values, as consumers value a wide range of prizes, when given the opportunity to play. 

YouGov research infographic - Marketing is a data game (1)-1-1

Overall, the consumer research has proven that gamification and game mechanics work to drive brand engagement across all audiences. When offered a meaningful experience, consumers are not only willing to engage in play but also to share their data with brands. If you’re interested in learning more about how these insights can create game-changing possibilities for your brand, you can read the full ebook.