Remember the last time you played a good quiz or crossword puzzle game, which kept you glued and committed to finishing the game task no matter the outcome? A good gamification design must be appealing, meaningful, and data-driven yet human-focused. Unfortunately, it is an area of marketing development that remains puzzling and elusive to marketers for adoption or creation from scratch. . In today’s article, let me share my expertise on how you can devise a compelling gamification campaign design.
1. Set Your Gamification Goals
I recommend setting your gamification campaign goals first. This step answers the important question, “What is the purpose of this gamification campaign?”. Based on your business marketing needs, you can set any of the following goals or a combination of them:
- Awareness or Education
B2B gamification campaigns can help raise prospects’ awareness about your brand and services. For instance, you can use your company videos as a medium to devise a highly visual game, such as a video quiz, to educate potential customers about your company.
- New Product or Solution Promotion
I advise B2B clients to embrace gamification when launching a new product or solution promotion. This strategy can help identify the gamer’s knowledge and experience using a similar product and any expectations from your new solution.
2. Boost Industry Authority And Leadership
Every company aims to become an industry leader. You can position your B2B company as an industry authority and leader by implementing gamification, an interesting, fun way to share your expertise with your target audience.
Gamification can serve as a business-appropriate activity disguised as e-learning. We learned from our initial pool of 3400 gamified leads generated in 2022 that if we were to promote the word ‘gamification’ to higher level executives, it would not entice them to carry on the activity any further as it may seem like an inappropriate waste of company time. But with the disguise of e-learning, it does prompt their professional curiosity and retain a better mental branding of our client at the end of each activity.
3. Generate Leads
Gamification makes an effective lead-generating strategy. Top digital marketing agencies and media publishers provide gamification marketing services to help clients generate more multi-funnel leads.
At this point, you must think of effective ways for your gamification campaign to generate leads. Digital promotion, such as social media marketing and display ads, is a must.
4. Create The Game Dynamics
Gamification boosts awareness by triggering the players’ cognitive and problem-solving skills. Therefore, it’s a must to carefully and strategically design good game dynamics.
Game dynamics outline game patterns and player evolution, tailoring mechanics to resolve individual goals and motivations. Remember, not all game participants have the same knowledge, attention span, and time they dedicate to completing the quiz or puzzle. While no specific formula fits all, it’s crucial to determine the important elements of game dynamics, which include the following:
- Rules
Users must quickly understand the game rules. They define how a player can score and win the game.
- Conflict
If you want to create an interesting game, create a conflict, such as completing a jumbled word, to challenge the players to overcome them.
- Time Pressure
Is there an allotted time limit for each game stage? If yes, how many seconds or minutes can a player complete the stage or game?
- Abilities
Game characters or avatars have certain abilities, weapons, or tools they can use to progress in the game.
- Prizes Or Reward
Specify the prizes of the game. Will winners receive a shopping voucher or free access to your exclusive digital resources? You can also offer a free trial or product training for a month or two. Whatever you decide, ensure the prizes are impactful enough to convince prospects to participate in the game.
Conclusion
There is no universal formula to follow closely for a gamification setup. But at the heart of the user design, we must always remember that it has to be appealing, meaningful, and data-driven yet human-focused. Over the next few articles, we will explore this gamification design setup into detailed segments.
Disclaimer note:
The opinions expressed in this post are those of the author. They do not purport to reflect the opinions or views of Thinklogic Media Group or any company and their associates.
You can follow me on my socials:
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