Marketing and Gamification

Marketing and Gamification

More companies than ever are stepping away from traditional marketing practices and introducing gamification to their strategy.

This type of strategy allows the target audience to personally engage with businesses and gives the consumers an opportunity to win or achieve something while they engage. In marketing, gamification involves using game-like activities to promote a business.

One example of this is putting virtual scratch-off tickets in email newsletters. With these newsletters, the subscribers can use the computer cursor to “scratch-off” the lottery ticket and find out what they receive, which can be discounts or free shipping.

There are plenty of positives to this type of marketing strategy, including engaging the target audience, allowing consumers to create a positive relationship with the brand, and standing out from the competitors.


With gamification in marketing campaigns, companies can improve and increase their engagement with their target audiences.

There’s a big difference between the two, as companies can always increase their engagement rates, but that doesn’t mean potential consumers will take action. Improving overall customer engagement will help companies interact with more customers and, while creating real relationships with them.

Consumer Data

The most important element for any sort of business operation is data, which means companies are constantly trying to get potential consumers to enter their personal information into a form for lead magnets such as free content, eBooks, and more.

Companies can use gamification to get more information from their consumers by, for example, giving them the opportunity to spin a virtual wheel of fortune in exchange for joining an email newsletter.

Brand Awareness

Most consumers will love the opportunity to win things, which is why giveaways on social media generate so much engagement. Instead of companies trying to give things away for free, which can reduce the effectiveness of campaigns, since the word “free” itself is easily filtered in emails, they can try gamification strategies.

With the help of gamification, companies can invoke an array of emotions in the consumers, which, in turn, increases their connection with those businesses.

That connection will end up increasing the odds of those consumers talking to others about the business, effectively generating word-of-mouth marketing.


According to plenty of recent research, younger generations of consumers don’t really have a positive response to many marketing or advertising efforts from brands.

Young consumers tend to skip or tune out the ads that they come across, and increasingly use ad blockers. However, they’re a lot less likely to tune out or skip over an ad if that ad asks them to do something such as playing a game. 

According to research, younger generations of consumers aren’t too likely to make purchases based on the ads they come across. They tend to put a lot more emotion into the things that they decide to purchase, and prefer to make purchases from companies they like, even if that means they’ll be paying a bit more.

Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of theRonn Torossian Foundation, and alife long New Yorker.

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