In an era dominated by rapid digital advancements, capturing consumer attention is more challenging than ever. Traditional marketing strategies are often insufficient to make a lasting impact. This is where game mechanics come into play—a dynamic approach that infuses gaming elements into marketing campaigns, driving engagement and motivation. In this blog post, we will explore how game mechanics can transform marketing efforts by fostering customer interaction, boosting sales, building brand loyalty, and creating unforgettable experiences. Through the lens of game mechanics, brands can not only attract but also retain the attention of their audience in a competitive landscape.
What are game mechanics?
The definition we often see is mechanisms used in a non-game environment or applying mechanisms such as goals or competition to get the desired result(s). We like to use this definition: game mechanics are a mechanism for turning someone from unengaged to engaged.
Here’s why they work: game mechanics help us tap into our motivation. Motivation is defined as the urge to make progress toward a goal. Game mechanics can be used to motivate us intrinsically (without a promise of an external reward) or extrinsically (with a promise of an external reward).
The 5 Playable game mechanics
There are many game mechanics, but these are the five we focus on at Playable. They are often utilized as part of a playable campaign, but they can also be used to invigorate social media posts or newsletters.
1. To Compete
As human beings, we are naturally inclined to compete and strive for victory. This drive triggers the release of feel-good hormones such as serotonin and dopamine, which is the core reason behind the competitive nature of game mechanics.
In competition, players are essentially positioned against one another, fueled by the desire to win. This competitive aspect also incorporates a social element, making the experience enjoyable and engaging. Competition serves as a vital game mechanic and is foundational to the concept of gamification, appealing to our innate desires and effectively capturing attention. A notable example of competition is Neste’s drop game, developed by the Finnish energy company to raise brand awareness and obtain marketing permissions in Estonia. In this game, players had to evade witches and collect eggs, competing for the chance to win a tank of gas, a highly desirable reward!
2. To Be Challenged
A ‘challenge’ is defined as any task presented to a player that is not trivial to achieve. It often involves overcoming obstacles or completing specific tasks. In the realm of gamification, incorporating challenges can significantly enhance the engagement and interest of the game or experience.
An illustrative example comes from Købstædernes Forsikring, a Danish insurance company. To raise awareness about their insurance offering for children, they revealed that only 14% of Danes answered all quiz questions correctly. This approach achieved two goals: first, it allowed website visitors to compare their knowledge with others, serving as a benchmark; second, it provided a sense of intrinsic satisfaction for those who answered all questions correctly, making them feel they outperformed the majority.
3. To Have Fun
Having fun may seem obvious and like something every brand aims for, but it’s essential. With so much competition among brands, making the experience enjoyable is a great way to stand out.
A recent example that perfectly embodies this concept comes from the British beauty brand, Carbon Theory. At the beginning of the UK lockdown last year, Carbon Theory launched a fun, lighthearted game to entertain its audience. The purpose was purely to engage — they didn’t even require a registration form. After completing the game, players received a voucher code for their next purchase.
The results came quickly. Within the first 14 days, Carbon Theory generated £10,000 in sales directly linked to the game campaign. Additionally, the voucher became their most frequently used one.
This campaign's success lies in its focus on the customer. It provided a break from the constant flow of news and encouraged interaction through an enjoyable mobile experience.
4. To Be Rewarded
Rewards can take many forms. They can be monetary or non-monetary, high-value or symbolic, intrinsic or extrinsic. A prize might be tangible or in-game, and even something as simple as feedback can serve as a reward. In some cases, the challenge or game itself becomes the reward.
A brilliant example of game mechanics comes from the Dutch football club, Willem II. They crafted an exciting experience for their fans, starting with an intriguing tweet. The club’s official Twitter account announced that their team captain, Jordens Peters, had “left the club.” Fans initially feared that he had been transferred, but that wasn’t the case.
What followed was a scavenger hunt, spread across four games. The first fan to solve the hunt found themselves face-to-face with Peters, who unveiled the team’s latest home jersey.
This campaign offered three distinct rewards: the jersey reveal, the thrill of winning the scavenger hunt, and the chance to meet the captain in person. It was a creative and effective way to use rewards, leaving a lasting impression on fans.
5. To mirror
Mirroring means that the person or player gets to see how they compare to others (not necessarily in a competitive way though). It fills our very human need to see and feel that we belong and answer the question, “How do I measure up (against others)?”.
The fashion brand VERO MODA created a Personality Quiz, ‘How Hygge Are You?’. Hygge is a Danish concept, which roughly translates into ‘coziness’ or a feeling of contentment. VERO MODA was able to create a fun experience for their audience and tap into the concept of hygge.
Conclusion
In a digital world where consumer attention is fleeting, game mechanics offer a powerful way to engage, motivate, and retain audiences. By integrating elements like competition, challenges, rewards, fun, and mirroring into marketing strategies, brands can create memorable experiences that resonate with customers. These mechanics tap into intrinsic motivations, fostering emotional connections and enhancing brand loyalty.
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