The Power of Gamification in Marketing

E-commerce platform competition is getting tougher. Platforms such as Shopee, Tokopedia, Bukalapak, and others are competing to attract consumers to do online shopping on their platforms. With crazy promos like free shipping, cashback, food delivery, package delivery, and even providing pages to charge the electricity tokens.

Although this method is proven to be able to attract consumers to spend their money and time on those platforms, it costs a lot of money, and the question is, is it worth it to spend it? The answer is “No”. There are many ways to engage customers in a cheaper and more efficient way, such as through gamification.


Let’s break down the power of gamification in marketing strategy.

    1. Boost and improve user engagement.

      As users get engaged with gamification, it can be the first step to building a long-term connection between customer and company. Gamification encourages users to take specific actions, which makes engagement rates higher and better than in previous campaigns.

      According to recent studies, gamification increases employee engagement by 48%. Furthermore, a survey of 500 business workers discovered that 30% of respondents said that gamification increased their desire to be engaged at work. As a result, gamification leads to increased engagement as well as a stronger willingness to participate in any given task.

    2. Grow brand awareness and loyalty.
      As previously said, clients who remember your brand’s name after having an enjoyable experience with a branded game are a significant asset to your business. Individuals may become emotionally tied to your brand, but if that happens, they are more likely to become loyal consumers.

      According to Taruli et al. (2021), there are significant changes in user behaviour where they can spend 10–15 minutes on the apps to play the company-branded game. They frequently open the app not only to make the purchase but also to play the branded game.

    3. Strengthening Call-to-Action
      As players interact with your brand’s gamified aspects, they are more likely to respond to your CTA than if it were a regular banner ad or any other marketing strategy in order to gain the benefits associated with the interactive experience. This will help strengthen your CTA.

      Imagine that you offer users a 20% discount only for doing a quick quiz or a specific mission on your platform. The user is more likely to do that in order to get the discount and use it to make a purchase on your platform.

    4. Make Promotional Offers More Appealing.
      Sometimes, consumer behaviour can be more emotional than usual. Depending on the setting and circumstances of the approach, the same offer or product may be viewed differently. Users may start to ignore the offer for a 10% discount or flash sales, but they may be excited if you try to put it in a different but fun way.

      For example, the user must pass level 5 to get a 10% discount and level 25 to get a 25% discount in your branded game. This situation gives the user euphoria about achieving something; they have gone through many things to get it, which unconsciously makes them value it more. Besides the discount, in gamification, there is a leaderboard that can make them different from the others or make them feel motivated to get a better place in the game.

    5. Helps Gather Important User Data.
      Data is the most valuable asset for the company. However, gathering a million pieces of user data might be difficult and taking hard work user data might be difficult and take hard work. Gamification offers an easier way to gather it.

      By providing users with the opportunity to have a good time or even the chance to win a prize or reward, they would likely give you their potential data, which you can use to gain a better understanding of your target audience and grow your platform even better.

    To conclude, using gamification as a marketing strategy is the best thing to do since there are many good reasons for it. It can increase the engagement rate, provide a better call-to-action, improve brand awareness, gather potential data easily, change promotional time into a great time, and also increase the chance of gaining customer loyalty. There are many big or small companies that have been using gamification as one of their marketing strategies, such as Starbucks, Adidas, KFC, Duolingo, or M&Ms. However, getting it right on the first shot in the gamification world might be impossible, but we are here to help you find the best branded game with an engaging ad style.