Gamification, the art of applying game mechanics to non-game contexts, has become a cornerstone of successful marketing strategies. In 2024, we are witnessing a significant evolution in this domain, with exciting trends that transcend the traditional points-and-badges approach.
Table of Contents
1. Hyper-Personalization Through Gamification
As we already know, one-size-fits-all marketing solutions no longer have such an impressive effect on customers. There wouldn’t be any gamification, interactive ads, or personalization if it weren’t for the customers who are fed up with the same-looking ads. Gamification in 2024 embraces a hyper-personalized approach as well. Therefore, we can see many brands from different industries, especially retail, add personalization and customization features to their websites and marketing campaigns.
Take Lacoste as an example. Their “Custom Polo” customization option brought shopping to a higher level of personalization and customer experience.
The effect of personalization is obvious – especially in the times of mass production and similar clothes, customers would like to have something that can express themselves and that nobody else owns. And Lacoste gives them this amazing opportunity. Moreover, the personalization feature can be beneficial for promoting the brand through advertisements that give a glimpse on the personalization feature. IVA (Interactive Video Ads) are better than other types of ads that can demonstrate it and provide customers with the real touch of how the customizing process is done. Therefore, hyper-personalization ‘kills two birds with one stone’ adds a personal touch to customers’ shopping experience and provides brands with the possibility to promote themselves in a more interactive and unusual way.
2. AI-Powered Mechanics for Dynamic Experiences
Artificial intelligence (AI) is injecting intelligence into gamified marketing. AI can personalize rewards, dynamically adjust difficulty levels based on user performance, and even offer in-game content that adapts to user behavior and progress. This creates a more engaging and fluid experience for each participant, ensuring they feel constantly challenged and motivated.
3. AR/VR Gamification: Blurring the Lines Between Reality and Play
Augmented reality (AR) and virtual reality (VR) technologies are pushing the boundaries of gamified marketing, offering immersive experiences that transcend the physical world’s limitations. These technologies are not just captivating; they are also demonstrably effective.
According to research conducted by Deloitte Digital, businesses can save costs, improve performance, and provide new value by using AR and VR technologies.
Moreover, it can be used in a variety of industries, such as retail, automotive, and the food industry.
AR and VR technologies are win-win for both sides involved in the buying-selling process: businesses and customers. These technologies are so engaging for customers that they are even ready to pay more for a product (40% of shoppers admit that AR and VR make their shopping experience more fun and engaging). And, of course, it is beneficial for businesses as happy customers bring more money and stay more loyal to a certain brand.
Such companies as Sephora, Nike, Ikea, Ray Ban, Tommy Hilfiger, and many others have already started using these innovative technologies due to their effectiveness in terms of interest and keeping them engaged.
Apart from the above-mentioned benefits, AR and VR technologies have a significant impact on Gen Z, who are interested in applying new technologies to improve their experiences in different areas of their lives. However, not only Gen Z customers will be amazed by the opportunities provided by VR and AR marketing; 70% of consumers claim that they are more likely to remember a brand after experiencing it through AR.
We can see a significant advancement of AR and VR technologies over the past couple of years and it is just a matter of time until it becomes a daily experience for us.
4. Gamification for Social Impact and Purpose:
For many years, especially in 2024, what can make a bigger impact than social networking platforms such as TikTok, Instagram, Meta, and others? This question doesn’t require an answer because it has become obvious to everyone that if a band or a company wants to attract attention and influence their customers, social networking platforms are where it’s done.
In the marketing world specifically, we can see significant changes in gamified and interactive strategies that are applied during marketing campaigns. Take TikTok, for example. They even created customizable gamified marketing tools that businesses can use with just one click.
Since they have proven to be more effective than traditional types of advertisement, they are becoming increasingly popular among marketers.
5. The Micro-Community Gamification Revolution
Additionally to the power of social networking apps that serve as platforms for reaching a wider audience, people on these platforms also possess the power to influence their followers.
While it’s done through partnership posts and review videos, gamification elements also play a significant role in campaigns. A variety of methods are used to transform traditional ad campaigns into an engaging experience, from hashtags to trending moves/dances/videos and UGC videos that bring the community together.
6. Gamification for Data-Driven Insights
Moreover, gamified marketing strategies are not just fun activities for customers, they are the source of precious information about customer behavior and purchasing habits. Imagine posting a poll in stories on Instagram or offering customers to choose from given options. With just one click, brands can receive important information about their customers’ likes and preferences and use it to redirect the company’s resources into more productive and effective marketing.
7. Integration with the Metaverse: The Future of Gamified Marketing Beckons
The articles “Is The Future Gamified? Metaverse Marketing You Absolutely Can’t-Miss” and “Metaverse Opens Doors For New Marketing Opportunities” discuss how Metaverse will transform the marketing world. For the past couple of years, we have witnessed major brands like Nike and Coca-Cola, and even celebrities establish their presence in the metaverse and promote their products by reaching out to the younger generation.
It is really exciting to see what 2024 brings to metaverse marketing. Powered by customers’ changing behavior, the fusion of new technologies, people’s influence, and data-driven campaigns leads to more fun and engaging experiences in the year ahead.
