Marketers Excited by Gamification

More than three quarters of marketers believe that customers are more likely to respond to campaigns that employ gamification techniques. 

Despite this, only 27 per cent have actually used gamification tactics in their work. 

And despite the 78 per cent figure who believe in the merits of gamification, 27 per cent confess to not knowing exactly what it means. 

The research, conducted by Upstream at the ad:tech conference in London, also found that 64 per cent of the questioned marketers believe that game mechanics would improve relationships with their customers. 

The findings also revealed that the jury is out over which rewards prompt the best response from gamified marketing campaigns. The most popular response from marketers was free products, which 34 per cent said would be most engaging. This was followed by cash (25 per cent), a high-value single prize (24 per cent) and points (11 per cent).

The research also highlighted a rise in budgets available to marketers to innovate in their campaigns, with 87 per cent stating that they would be increasing investment in marketing technologies over the next 12 months.

Guy Krief, SVP of innovation at Upstream, who gave the seminar Gamification and Mobile: Press Start at Adtech says: “With customers being bombarded with promotional messages from brands on a daily basis, we need to help marketers make intelligent use of real-time gamification – moving it from the latest buzzword to the reality of influencing consumer behaviour. Gamification can make the key difference to any marketing campaign, making it more interactive, engaging and exciting for the consumer and more profitable for the brand.

“Although the concept is increasingly on marketers radar, the majority of marketers are stuck on the first level and not yet confident about incorporating gamification into their communications strategies, resulting in many millions of individual responses to marketing campaigns being lost.”

The survey polled 100 marketers at the ad:tech conference, which tool place in London in September.