Question

How does gamification influence consumers· motivation to interact with brands?

Answer 1

Gamification is the new marketing strategy being increasing used by many businesses around the globe. The companies use this method to increase the interest of the consmers in order to increase the participation of consumers and sales of the product. It could be for a new product or an existing product.

Gamification is the form wherein the firm devises a game for the consumers, rather than the traditional marketing strategy of advertising and promotion through pamphlets etc. This strategy is also becoming popular due to the fact that many consumers today are hooked to screens , be it computers or tablets or phones , mainly playing games. This strategy is a way to continue their way of playing games , along with the promotion of the good.

The consumers can be motivated to play the games or use gamification as a way to interact with the brands by

Providing them loyalty points or coupons for winning games which are promoting the brands. Eg: by choosing the required brand shoes to run, a consumer would win the game . This would help influence the consumer about the quality of the shoes and would also give them points which could be redeemed in the real market.

Also another way could be having exclusive designs of the brands kept for certain consumers who reach some levels of the game. This would instil a wave of curiosity among the consumers regarding the exclusive designs and would influence them to play games to win levels and unlock those designs.

Hence there are many ways to influence the consumers through gamification and therefore increase the sales.