Gamification , or gamification in French, is an approach that uses game elements in traditionally non-gaming contexts, with the goal of boosting user motivation and engagement . This strategy, which has its roots in the gaming world, has found its way into various fields such as events, mass distribution, marketing, retail, education, and many others. It aims to make tasks often perceived as boring or tedious more attractive and engaging.

The origins of gamification

Although the term “gamification” is relatively new, the idea of ​​using game elements in non-gaming contexts dates back long before the digital age. For example, airline loyalty programs, which reward customers with “miles” for each flight flown, use a points system, a common concept in games.

However, it was with the rise of digital technologies that gamification really started to gain momentum. In the 1980s and 1990s, companies started using game elements in their software to increase user engagement.

The term “gamification” itself was coined in 2002 by Nick Pelling, a British game designer, but was not adopted until 2010. That year, several conferences on the subject were organized, and businesses have started to take a serious look at applying gamification to a variety of fields, including commerce, marketing, events, and healthcare.

Since then, gamification has continued to grow and evolve, with more and more companies using this approach to drive user engagement.

Why opt for gamification?

Gamification has many advantages that have made this technique a popular tool in various fields. Here are some of the main benefits of gamification:

1. Increased Engagement : One of the biggest benefits of gamification is its ability to drive engagement. Game elements such as challenges, point systems, leaderboards, and rewards can encourage users to become more involved in an activity or increase brand loyalty. This is particularly useful in areas like retail, education, or even training where active engagement can improve learning outcomes.

2. Improved motivation : Gamification can also help increase motivation. Game mechanics, such as progression, achievements, and competition, can encourage users to achieve their goals, whether it’s a winning contest, learning a new skill, making exercising or contributing to a cause.

3. Increased user satisfaction : By making an activity more fun and rewarding, gamification can improve the overall user experience. This can lead to increased satisfaction, greater brand loyalty, and a better overall perception of the business or organization.

4. Collecting Valuable Data : Finally, gamification can provide an effective method for collecting valuable user data. By tracking user interactions with game elements, companies can gather important information about user preferences, behaviors and trends, which can help inform future decisions and strategies.

Action fields

Many industries use gamification to achieve their goals. For example, gamification is increasingly gaining ground in malls and shopping malls , used as a strategic tool to improve customer experience, drive sales and increase brand loyalty.

Many stores and superstores use gamified loyalty programs . For example, customers can earn points for every purchase they make. These points can then be redeemed for rewards, such as discounts on future purchases or free products. Some companies add a competitive dimension to these programs by displaying rankings of customers who have accumulated the most points.

Interactive games, challenges and scavenger hunts can be organized to make shopping more fun and engaging. For example, a mall might launch a mobile app that lets customers participate in a virtual scavenger hunt, with clues leading to different stores in the mall.

Gamification can also be used to promote new products or stores . For example, a mall might hold a game or challenge that encourages customers to visit a new store or try out a new product. Some shopping malls use interactive kiosks where customers can play games, participate in surveys or find information about products and current promotions. These kiosks can make the shopping experience more engaging and fun , while providing merchants with valuable insights into customer shopping preferences and behaviors.

Gamification is also a powerful tool for promoting events and driving street marketing campaigns . By turning an event promotion or street campaign into a game, businesses can attract more attention and engage attendees in a deeper and more memorable way.

To promote an event, gamification can take various forms. For example, a company can organize a treasure hunt game or a puzzle-solving contest with information about the event. Attendees can be rewarded with free tickets or exclusive perks at the event.

Another approach is to use simulation games or role-playing scenarios to give attendees a taste of what they can expect at the event. Attendees can earn points or badges for their participation, which can then be redeemed for rewards at the event.

As part of street marketing campaigns, gamification can help grab the attention of passers-by and make the interaction with the brand more engaging . For example, a company can set up an interactive kiosk where passers-by can play a simple game to win product samples or discounts.

Ultimately, gamification has the potential to transform ordinary tasks into extraordinary experiences. Whether it is to promote a brand, an event, discover a new product or a new point of sale, gamification makes the process more fun, engaging and ultimately more efficient.

Case study: LIFE EXPO 2023 – “Win your ticket or your drink!” »

Action : Street marketing campaign with gamification for the promotion of the LIFE EXPO 2023 event

Action Details:

  • 💡 Duration of the campaign: 3 days and 12 hours of visibility
  • 💡 Location: around Luxembourg station and city center
  • 💡 3 hosts/hostesses per day
  • 💡 Supports: 2 digital backpacks + 1 personalized scooter + 1 mobile display
  • 💡 Implementation of an interactive “Scratch card” game
  • 💡 Distribution of flyers and lollipops

Customer objective: optimize the participation rate in the “LIFE EXPO 2023” event

The organizers of LIFE EXPO 2023 wanted to make the general public aware of this event which took place on May 12, 13 and 14, 2023 at Luxexpo The Box and to win entrance tickets or drinks. The final objective is to optimize the rate of participation in the event.

The PUB CD solution  :

To relay the interactive game on the “field”, ie in the city center, we needed a medium that was both digital and mobile. The digital backpack was obvious! LIFE EXPO provided us with the promotional video that was going to be shown on our screens and we also designed an interactive game whose objective was to digitally scratch a card that revealed the possible winnings.

How ? Simply by scanning the QR Code present on the video via a smartphone and completing the associated registration form. The winners were given their ticket (entrance or drink) by our hosts and hostesses present on site.

And to create more visibility and excitement around the action, we have combined other street marketing media suitable for the action:

👉 Mobile display: to maximize the visibility of the advertising message and also relay the interactive game via a QR Code.

👉 Personalized scooter: its mobile function allows it to invest in places of high traffic and its box to transport goodies, flyers, samples, balloons… here in this case we distributed lollipops and flyers.

In the end, the operation was a great success and 150 winning tickets were registered at the event with the associated collected data useful to relaunch the participants just before the event via a newsletter.

At CD PUB, we offer you more than fifteen interactive digital games such as quizzes, surveys, personality tests but also arcade games, brain games, contests and finally instant win games. such as scratch games or the famous “Wheel of Fortune”.

All of our games can be personalized in the colors of your brand (logo, graphic charter, etc.)

And if you need a professional to support you in your success, let us know.