The origins of gamification
Although the term “gamification” is relatively new, the idea of using game elements in non-gaming contexts dates back to long before the digital age. For example, airline loyalty programs, which reward customers with “miles” for each flight taken, use a points system—a common concept in games.
However, it was with the rise of digital technologies that gamification really began to gain momentum. In the 1980s and 1990s, companies began 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 it wasn’t widely adopted until 2010. That year, several conferences on the topic were held, and companies began to take a serious interest in applying gamification to various fields, including business, marketing, events, and healthcare.
Since then, gamification has continued to grow and evolve, with more and more companies using this approach to boost user engagement.
Why gamification?
Gamification has many benefits 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 most significant benefits of gamification is its ability to boost 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 industries such as retail, education, and 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 prize-winning contest, learning a new skill, 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 company or organization.
4. Valuable Data Collection : Finally, gamification can provide an effective method for collecting valuable user data. By tracking user interactions with game elements, businesses can gather valuable insights into user preferences, behaviors, and trends, which can help inform future decisions and strategies.
Fields of action
Many industries are using gamification to achieve their goals. For example, gamification is increasingly finding its way into shopping malls and shopping centers , used as a strategic tool to improve customer experience, boost sales, and increase brand loyalty.
Many stores and supermarkets 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 leaderboards 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 shopping mall could launch a mobile app that allows customers to participate in a virtual scavenger hunt, with clues leading to different stores within the mall.
Gamification can also be used to promote new products or stores . For example, a shopping mall might run a game or challenge that encourages customers to visit a new store or try a new product. Some malls use interactive kiosks where customers can play games, take surveys, or learn about current products and promotions. These kiosks can make the shopping experience more engaging and fun , while providing retailers with valuable insights into customer preferences and purchasing behaviors.
Gamification is also a powerful tool for promoting events and driving street marketing campaigns . By turning event promotion or street marketing into a game, businesses can attract more attention and engage attendees in deeper, more memorable ways.
To promote an event, gamification can take various forms. For example, a company could organize a scavenger hunt or puzzle-solving contest with information about the event. Attendees could 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 to 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 attract the attention of passersby and make interaction with the brand more engaging . For example, a company can install an interactive kiosk where passersby can play a simple game to win product samples or discounts.
Ultimately, gamification has the potential to transform ordinary tasks into extraordinary experiences. Whether promoting a brand, an event, or discovering a new product or retail location, gamification makes the process more fun, engaging, and ultimately, more effective.
Case Study: LIFE EXPO 2023 – “Win your entry ticket or your drink!”
Action : Street marketing campaign with gamification to promote the LIFE EXPO 2023 event
Action details:
- 💡 Campaign duration: 3 days and 12 hours of visibility
- 💡 Location: around the train station and city center of Luxembourg
- 💡 3 hosts/hostesses per day
- 💡 Supports: 2 digital backpacks + 1 personalized tricycle + 1 mobile display
- 💡 Setting up an interactive “Scratch Card” game
- 💡 Distribution of leaflets and lollipops
Client objective: to optimize the participation rate at the “LIFE EXPO 2023” event
The organizers of LIFE EXPO 2023 wanted to raise awareness of this event, which took place on May 12, 13, and 14, 2023, at Luxexpo The Box, and offer prizes for entry tickets or drinks. The ultimate goal was to maximize attendance at the event.
The CD PUB solution :
To relay the interactive game to the “field,” i.e., in the city center, we needed a support that was both digital and mobile. The digital backpack was an obvious choice! LIFE EXPO provided us with the promotional video that would be broadcast on our screens, and we designed an interactive game whose objective was to digitally scratch a card that revealed the potential prize.
How? Simply scan the QR code on the video using a smartphone and fill out the associated registration form. The winners were given their ticket (entry or drink) by our hosts and hostesses on site.
And to create more visibility and excitement around the action, we have combined other street marketing media adapted for the action:
👉 Mobile display : to maximize the visibility of the advertising message and also relay the interactive game via a QR Code.
👉 Personalized tricycle: its mobile function allows it to be used in busy places and its box allows it to transport goodies, flyers, samples, balloons… in this case, lollipops and flyers were distributed.
In the end, the operation was a great success and 150 winning tickets were registered at the event with the associated collected data useful for relaunching participants just before the event via a newsletter.
At CD PUB, we offer more than fifteen interactive digital games such as quizzes, surveys, personality tests, but also arcade games, puzzle games, competitions and finally instant win games like scratch cards or the famous “Wheel of Fortune”.
All of our games can be personalized with your brand colors (logo, graphic charter, etc.)
