When Brands Invest the Sphere of Gamification to Engage Consumers

EnGaming’s Note: The original post was in French, so… sorry for some strange wording. However, this post is defiantly worth translating (or guessing). It talks about few case studies on how brands use gamification to engage their customers, and further more connect the brand with them emotionally. Vincent here has a blog “Buzzmania”, which is all in French…but if you don’t mind translating, or just happen that you speak french too, you should definitely check it out: Here

via Vincent Puren, Presse-citron.net | Image Source: link

Technological advances and the prevalence of play in our society contribute to the development of a new model applied to several areas, including communication. This playful approach being tested in some of Revelation and in others is none other than the gamification.

Initiated several millennia ago to keep an entire nation state, it is more relevant than ever, at the “casual gaming”. Indeed, we are witnessing the emergence of a new generation of games that is neither engaging nor generating involvement, and thus affecting all Internet users. However, mass reach Internet users and the general consumer is a golden opportunity for our brands fail to tackle the volatility of their targets. He called consum’actor no longer has time, he ignores all requests deemed irrelevant, which includes advertising. It is clear that the problem faced by advertisers is not from the scarcity of available brain time to quote Patrick Le Lay (former CEO of TF1), but the lack of interest that we have vis-à- saw advertisements that we face throughout the day.

What is missing to advertisers, they are content-focused strategies to inspire and engage audiences. We must tell stories (interactive) based on the brand DNA and avoid advertising claims.

Play for Hire

The gamification has the advantage of allowing the player to understand the experience itself by producing the message expected by the advertiser, throughout the game Conversely, on TV or radio, the advertising designing the message and the viewer has only the “consume”.

Beyond the interaction, these playful mechanical generate emotional engagement and emotional vis-à-vis the brand through its actual use, useful, interactive in the game a valuable asset against the passive engagement, non-interactive video advertising.

Moreover, in our case it is the user who goes to the game and not the reverse, which exempts all brands promotional discourse. In doing so the advertiser is faced with a surfer in a positive state of mind therefore inherently more receptive. Enough to generate customer loyalty and bring people back.

Untapped Potential

The famous quote from Plato “You can learn more about someone in an hour of play than in a year of conversation” sums up the promises made to brands. Yet, while it increases the commitment and seduces communicators, the video game is an advertising medium disappointing. Few devices gamification which present a real interest in terms of gameplay and graphics which are equal to the productions of time, such as Ubisoft or Activision.

Impose its presence in the videogame world is tempting and it is nearly a century that our advertisers have the habit of signing their campaigns to anchor their logos on our minds.Yet it is imperative to ignore this need before being put into a foil for the players.

Failing to make the creation of video games their new field of expression, brands address the existing virtual worlds, which they intend to increase the realism. With the emergence of Social Games we went from the ingaming in Electronic Arts’ FIFA licenses intended for a young audience, the product placement in games such as Farmvilles, Mamba Nation or Social Sims, which allow touch of heterogeneous profiles.

Seizing the opportunities of product placement, advertisers are thus found in the heart of real games or games shared with other brands and avoid making single-brand games, uninteresting or perceived by the players disguised as pubs.

Nevertheless, recourse to the partnership with existing games require a long term vision.Moreover this approach is to advise brands wishing to improve their image rather than to the figure.

The outstanding example in recent months called Kompany. Presented in Paris Gamification Day by Fabien Denais, social media manager of Credit Agricole, we have already had occasion to talk about in various articles ( When the editors of Social Games base their business model on the exclusive partnership with brands ). This game social thought from the outset to welcome brands is proving to be less intrusive than the conventional ingaming because the integration of advertisers is by design to give them a useful role. It must still be related to the universe of the brand, its codes and its values, to avoid senseless associations.

However, the placement of brands now suffers from two problems. First, communication agencies have a limited mastery of the ecosystem and prefer gaming game development value to clear more room, or sell banners, profitable and less risky. This makes non-operating so complicated and expensive the product placement .

But advertisers believe and with appropriate games and designed to welcome brands, this playful approach becomes both relevant for players who no longer want to pay around without undergoing intrusive advertising for brands who want to reach their target scénarisant their presence in an intelligent and appropriate.

Some Recommendations

The next challenge for companies is to my mind to master the intricacies of gamification internally and in their communications agency, to include any experience or playful in their communication strategies.

Intersectoral mobility that applies to more and more industries, will enable experts from video game to go rub the communication world, where everything remains to be invented.In taking action, advertisers and their agencies should also consider creating a less commercial relationship with the consumer. And their contents must be free at all times (this is a gift from the brand to the consumer), they must enrich the world and extend their brand experience it on an unusual territory. It is important to remember that the player is the backbone of the experience required to transmit a sense of competence, self-efficacy and mastery. Finally, the gamification, often attached to the brand presence on social media, is a new way fun and interactive in nature that must borrow advertisers to reinvent the political philosophy of their CRM / E-CRM.

The world is a giant playground this undertaking that the marks will determine which approach is best suited to amplify the conversation, commitment and loyalty of their current and potential consumers.

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One Response to “When Brands Invest the Sphere of Gamification to Engage Consumers”

  1. Otras publicaciones me engancharon bastante mas pero bueno, no esta mal tampoco Animo!

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