Why create gamification strategies?

Gamification, as its name suggests, consists in applying the concepts, rules, designs and techniques of games to other fields not strictly related to playing so as to leverage the advantages of games for less recreational purposes.

The idea is to offer rewards, set challenges and propose goals that venture beyond the gaming world to become a tangible part of real life, as has been perfectly explained and exemplified by Silicon.

Sports apps are a very clear example of this strategy. They use the game design concepy to allow users such as runners, cyclists, skiers or hikers to share their training programmes, achievements and goals with an entire virtual community, all of which feeds back into the system with new challenges and real rewards offered by the brands who launch them.

What can gamification do for your online marketing strategy?

After several years of refinement, its contribution to digital marketing is finally clear and proven. More importantly, it has become perfectly built into general inbound marketing strategies, seeking to use unintrusive tools and techniques so as not to push users away.
Gamification means giving the user added value, something that appeals to them and motivates them, compared to those invasive forms of advertising that make them feel pressured and tend to inspire rejection.

Like in a game, the content offered has to be appealing to the user, displaying a series of potential scenarios with all kinds of objectives, challenges and rewards and possibly also allowing the user to make contributions, suggestions and improvements.

The goal of a gamification strategy is to engage the user by offering them continuity and progress, encouraging them to get involved in the development and, most importantly, to share their experiences with the rest of the community based on the value each experience is given and acknowledging its significance.