Gamification in marketing: Classification of games and the marketing goals they fulfill

There's no question that games have a positive impact on marketing and your communication with customers. 90% of sales managers affirm that gamification positively impacts sales and revenue, with some brands reporting a 300% increase in ROI from gaming content. However, this is the case only if games are used properly.

In light of this, we decided to explore which games are most effective and under what circumstances.

Today, we'll explore various game types and their impact on marketing goals. In our next article, we'll examine how different games perform across various industries and stages of the sales funnel. This analysis will guide us in identifying which games are most effective in particular scenarios, enabling you to make well-informed choices for your marketing strategies.

Before we start, let's recall why games are well-received by the audience.

Why does gamification have a good impact on marketing? 

In "Reality is Broken," Jane McGonigal shows us that gamification is more than just play — it's a way to spark the drive within us to act, explore, and connect. Games evoke:

1. Desire for achievement: Games satisfy our need to hit goals and feel the rush of success. They make us happier than usual work because we get to see our progress, earn badges, and level up, which keeps us coming back for more.
2. Emotions of excitement and intrigue: Games are like a surprise party for our brains. Their unpredictable wins and rewards bring a thrill, lighting up the same parts of the brain that make us feel joy and keeping the game exciting.
3. Social interaction: When we jump into a game, it's like entering a friendly neighborhood. We get to meet, compete, and connect with others, which builds friendships and makes us feel we're part of something bigger.

Overall, then, games are not just a form of entertainment. They are deeply integrated into human psychology as sources of satisfaction, motivation, and positive change. They can improve mental states and encourage productive behaviors when designed and used purposefully.

How can marketers leverage the advantages of gaming for their benefit, and what are the marketing goals of gamification? 

As we delve into the use of games in marketing, it is crucial to understand not just why games work but how marketers can strategically apply these insights for maximum impact:

1. Lead generation/customer acquisition: Utilizing games to capture the attention of potential customers, thereby increasing the number of individuals interested in the company's offerings.
2. Data collection: Leveraging games to gather meaningful data from users, such as preferences and behaviors, which can inform more effective marketing strategies and product development.
3. Product promotion: Introducing new products, including in teaser emails or to highlight features of existing ones, engaging users directly with the product details and benefits.
4. Brand awareness: Boosting brand visibility and recognition through engaging and visually appealing elements and enhancing memorability among current and potential customers. 
5. Sales and revenue growth: Harnessing interactive gaming experiences to drive sales by incorporating purchase incentives, limited-time offers, and exclusive game-related promotions that encourage immediate and increased spending.
6. Customer engagement: Engaging customers with the brand through interactive and enjoyable game experiences that increase time spent with the brand and encourage subscriptions to services through game-based incentives.
7. Customer retention and loyalty: Using ongoing game-based activities to keep customers interested and connected and building deeper emotional connections through rewards that recognize and appreciate continuous engagement or purchases.

Remember to maintain ethical standards when utilizing gamification — avoid manipulating or unduly influencing the purchasing decisions or any other choices of your recipients.

Classification of games 

This section classifies different game types and explains their unique benefits and suitability for specific marketing goals.

1. Luck and chance games 

Luck and chance games captivate players with the allure of instantly winning something unexpected. These games leverage the thrill of unpredictability and the excitement of chance, drawing players into quick and engaging interactions.

(Source: Email from Kärcher)

List of the most popular games:

1. Wheel of Fortune.
2. Scratch cards.
3. Gift boxes.
4. Roll the dice.
5. Slot machines.

Game time: Quick, often less than a minute per interaction.

Why these games perform: Players enjoy the thrill and immediate gratification of potentially winning rewards with little effort.

Marketing goals best suited for: Lead generation, data collection, customer acquisition, and sales and revenue growth (by promoting impulsive purchases).

(Source: Booking.com)

Studies by Fun Mobility reveal that by gamifying widgets on websites, you can boost email subscriber conversion rates from raw traffic to between 20-30%, compared to just 3.8% for standard, non-gamified widgets.

2. Educational games 

Educational games merge learning with play to engage players by integrating knowledge into interactive experiences. These games are designed to captivate those interested in developing skills or acquiring new information while having fun.

(Source: Email from HubSpot)

List of the most popular games:

1. Quizzes and surveys.
2. Trivia games.
3. Language learning games.
4. History quiz challenges.
5. Cultural heritage quizzes.

Game duration: Moderate, usually 2-5 minutes, depending on depth.

Why these games perform: Players appreciate the value of learning and the personal satisfaction of testing and expanding their knowledge. Also, you introduce potential customers to the brand or products in an informative yet fun manner or introduce the brand’s value in a memorable way.

Marketing goals best suited for: Brand awareness, customer engagement, and product promotion.

(Source: Yakaboo)

3. Puzzle games 

Puzzle games challenge players with tasks that require problem-solving and strategy. These games attract those who enjoy testing their logic and ingenuity through complex scenarios and brain teasers.

(Source: Email from Stripo)

List of the most popular games:

1. Puzzles.
2. Crosswords.
3. Spot the difference.
4. Memory games.
5. Mix and match.

Game duration: Longer, potentially 5-10 minutes, to encourage deep engagement.

Why these games perform: These games appeal due to the mental challenge they provide and the sense of achievement from solving complex puzzles. They engage users more deeply, encouraging them to spend more time interacting with the brand.

Marketing goals best suited for: Customer loyalty, customer engagement, and product promotion.

(Source: Email from Stripo)

4. Creative games

Creative, non-trivia games tap into the artistic side of players, allowing them to create or design something unique while interacting with your brand.

(Source: Email from Stripo)

List of the most popular games:

1. Draw a card.
2. Color the picture.
3. Art creation contests.

Game duration: Can vary widely, from a few minutes for simple tasks to longer periods for more complex creations. We suggest keeping the time under 7 minutes.

Why these games perform: Players enjoy expressing creativity and seeing their ideas come to life, which also creates a personal connection to the brand. 

Marketing goals best suited for: Brand awareness (especially when players share the results of their games to their social media), customer engagement, and customer retention and loyalty.

(Source: Stripo)

Important to note:

It is crucial to let players share their results of the games.

(Source: Email from Stripo)

5. Challenge and competition games 

Challenge and competition games stimulate a competitive spirit by offering various contests and challenges. These games are perfect for players who thrive on direct competition and strive to outperform others or beat high scores.

These games might also require daily/weekly brief interactions, which is perfect for keeping customers regularly engaged with your brand.

(Source: Email from Stripo)

List of the most popular games:

1. Various contests.
2. Games with live scoreboards (where players can compare their results with those of others).

Game duration: Varies, generally around 3-5 minutes, to maintain engagement without requiring too much time.

Why these games perform: Players appreciate the social interaction, competition, and community feel that these games provide. These elements deeply engage them and motivate ongoing participation through competitive challenges and rewards.

Marketing goals best suited for: Customer engagement, customer retention, product promotion, and sales and revenue growth.

Things to consider when utilizing this game type: Provide a dashboard of leaders, or just tell the players how they are doing against others.

(Source: Email from Grammarly)

6. Discovery games 

Discovery games immerse players in environments where exploration is key. These games appeal to adventurers who are eager to uncover mysteries, explore unknown territories, and experience new worlds.

(Source: Email from Stripo)

List of the most popular games:

1. Escape rooms (make sure the puzzles and storylines revolve around your brand’s history, products, or key messages).
2. Name matching.
3. Predictions.
4. What Cupid, marketer, or Marvel hero are you?

Game duration: These games often involve longer play sessions, ranging from several minutes to hours, as they engage users in in-depth world-building or management tasks.

Why these games perform: Players are drawn to these games for the depth of control and creativity they offer, allowing them to gain new experiences in a virtual setting.

Marketing goals best suited for: Customer engagement, brand awareness, product promotion, and sales and revenue growth.

(Source: Email from Stripo)

You can easily use these games to introduce new features.

(Source: Email from Litmus)

Wrapping up 

To wrap up, here are the key takeaways:

1. Strategic advantage: Gamification offers a strategic advantage by engaging customers in an interactive and memorable way, leading to higher conversion rates and customer retention.
2. Diverse applications: The various classes of games, from educational to simulation, cater to different marketing goals, including lead generation, product promotion, and data collection, demonstrating the versatility of gamification.
3. Engagement and loyalty: Through exciting game mechanics, companies can enhance customer engagement, promote brand loyalty, and encourage social sharing, which are critical components of successful marketing strategies.
4. Ethical considerations: It's crucial to implement gamification ethically, ensuring that it enhances user experience without manipulating customer behavior.

As mentioned above, in the next article, we'll examine how different games perform across various industries and stages of the sales funnel.

Stay tuned as we delve deeper into these topics and share our findings to help you make informed decisions in your marketing gamification strategies.