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Gamification & interactive marketing

Gamification applies game mechanics (challenges, points, prizes, leaderboards) to a campaign so the audience takes part instead of just watching. Done well, it creates genuine time with the brand and leads with explicit consent.

Here you will find campaign ideas, how to choose between a quiz, a challenge or a mini-game, how to use rewards without cheapening the brand, and which metrics to track.

Gamification →

Guides

Ten icons of game mechanics: trophy, prize wheel, treasure map, collectable cards, ranking and quiz
7 min read

10 gamification ideas for marketing campaigns

Ten gamification ideas for your campaigns: treasure hunt, quiz, prize wheel, branded mini-game, collectables, social challenges and more. When to use each one.

A mobile screen with a branded mini-game, score and brand character
7 min read

How to create a branded mini-game

A guide to creating a branded mini-game: objective, mechanic, design, length, rewards, browser development, testing and measurement. With practical advice.

A rising involvement chart next to a progress bar, points and a badge
6 min read

How gamification can increase your customers' engagement

How gamification increases customer engagement: motivations, mechanics that work, loyalty examples and how to measure involvement.

A dashboard with participation, completion, leads and redemption metrics for a gamified campaign
7 min read

How to measure the success of a gamified campaign

Which metrics to use to measure a gamified campaign: participation, completion, leads, redemptions, retention and ROI. How to set up the analytics and avoid vanity metrics.

A capture funnel in which a game leads to a form and a qualified contact
7 min read

How to use games to generate marketing leads

How to capture leads with marketing games: where to ask for the data, what reward to offer, how to comply with the GDPR and how to measure the quality of contacts.

An elegant reward chest with a badge and an exclusive coupon for a brand campaign
6 min read

How to use rewards without making your campaign look cheap

How to design rewards in gamified campaigns without devaluing the brand: types of prize, intrinsic motivation, exclusivity, prize draws and legal aspects.

A game controller with warning signs representing common gamification mistakes
6 min read

Common gamification mistakes that brands should avoid

The most common mistakes when gamifying a campaign: complicated mechanics, poorly chosen prizes, and a lack of objective, promotion or measurement. And how to avoid them.

A comparison between a static advert and a gamified experience on a mobile
6 min read

Gamification vs traditional marketing: what is the difference?

Differences between gamification and traditional marketing: participation versus exposure, data, cost, measurement and when it is worth combining them.

A mobile with a branded mini-game, trophy and progress bar representing gamification
7 min read

What is gamification in marketing?

What gamification in marketing is, how it works, which elements it uses (challenges, points, rewards), examples and when it is worth using in your campaign.

Three cards comparing a quiz, a challenge and a game as campaign formats
6 min read

Quiz, challenge or game: which format to choose for your campaign

How to choose between a quiz, a challenge or a game for your marketing campaign: objectives, production effort, data you obtain and recommended cases.