It’s an extraordinary time to be a media consumer. More content is available than ever before. 500 hours of content is uploaded to YouTube every minute and Netflix released more than 1,500 hours of original content in 2019. With an overload of choice, consumers are looking for personalized on-demand experiences. Let’s look at some great examples of companies that use gamification for their marketing to capture and hold the attention of their target audiences.
Kayzr is the largest esports platform in Benelux. They provide brands with access to the hard to reach millennials and generation Z target group. Gamers can compete in multiple video games online tournaments and earn rewards.
With over 60,000 users it’s unattainable to give prize rewards to everyone. That’s why Kayzr’s reward system works with two types of currencies. On one hand you can earn hard currency by making big investments in the platform such as joining and winning multiple tournaments. With these coins you can order real physical rewards in the Kayzr online shop.
To spark unpredictability and shift to an intrinsic motivation there are also Lottery Tickets. These are seen as a soft currency to reward actions that stimulate user behaviors linked to Kayzr’s platform experience goals. For example you can gain lottery tickets by logging in daily which stimulates daily activity on the platform and thus increases eyeball time for brands. With those tickets you can make bets on certain prizes with a chance of winning it. Making the reward system unpredictable sparks users’ curiosity and creates a more sustainable engagement than cash rewards.
Another case comes from the cloud storage company Dropbox, who is well known for hacking viral growth through gamification. They created a ‘7 steps checklist to get started with Dropbox’ quest to stimulate referral marketing. The steps are as simple as inviting friends or linking Dropbox to Facebook. For every completed step in the process you get free extra storage space and once all steps are completed you gain the social status of Dropbox Guru. Creating a status in a gamified experience creates competition among users and a desire to climb up the ladder. Adding elements like leaderboards, levels or badges are great for stimulating competition among users, and encourage their progress on the platform…
Activity tracking company Fitbit employs game elements as well to support people’s intrinsic goal of becoming healthier. At first they help you crystalize your goal by defining it. For example reaching 10,000 steps every day.
To motivate users into carrying out their goals they include all types of game elements. First off, you earn badges and trophies for special achievements. Your steps are exchanged into a currency and can be used for competitions and leaderboard ranking. The app also provides instant gratification through feedback. As soon as you take your first steps you will see the progress in your steps counter and as a progress circle.
This is powerful because we’re motivated by progress or striving towards a goal even more than to the actual reward. In order for motivation to work you need freedom of choice and freedom to fail. If a game obligates you to play at certain times, it won’t be fun anymore. For example, Fitbit realized that punishing people for not achieving their goals would lead to giving up easier.
When it comes to notifications there is a fine line between nudging and nagging. Fitbit does this well by providing little encouraging contextual notifications when a goal is reached or close to being reached. To add a dash of competitiveness and play with our innate desire for relationships, Fitbit allows users to set up groups with friends where they can chat and compare stats.
The sign-up process in a gamified system should be as frictionless as possible. At StriveCloud we learned that by only asking for a name and email address in the beginning, users are less prone to churn right away. Our technology helps the data flow by linking static CRM data to the experience and setting milestones to guide desired actions. People are motivated with rewards and achievements which allows you to collect personalized data based on the choices made in the gamified context. Lastly notifications are used as a trigger to reinforce those actions and keep the user engaged. As the amount of interactions increases so will your data. You can literally learn anything about your audience just by adding a motivational trigger and emotional drive.