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Gamification Marketing – The trend of combining Marketing and Entertainment

Games are a popular pastime for users of tech devices in today’s society. In recent years, gamification has gradually become a trend in the marketing field, and more and more companies are turning to this form of entertainment to boost the effectiveness of their messaging. By incorporating game mechanics into a non-game environment, businesses can create new, more interesting, and engaging experiences for their customers, leading to increased customer loyalty and revenue.

What is Gamification Marketing?

The important element in Gamification Marketing is Gamification. Gamification encourages people to participate in non-game environments by using mechanisms that are only used in game design such as rewards, leveling up, and finding badges… Gamification will naturally encourage players to compete, strive for success, or work together to win rewards.

Thus, Gamification Marketing is the innovative and impressive integration and implementation of game rules, gameplay, and rewards into websites, mobile, and social marketing platforms to meet marketing objectives.

<Gamification Marketing integrates game-specific mechanics into a non-game environment>

Benefits of Gamification Marketing

Let’s take a closer look at what Gamification Marketing does for businesses and why it’s becoming one of the most popular forms of marketing in the modern era.

1. Increase interaction between customers and businesses

With just a new and eye-catching game on the website or mobile, businesses can keep customers on the site while encouraging them to share and invite more friends to play with them. Especially for websites, this not only helps increase visits and uprank in Google Search Result Pages but also creates a good impact on search engine optimization (SEO) activities for businesses.

According to Snipp’s research on the impact of Gamification Marketing (The Power of GAMIFICATION – Participation, Engagement, Loyalty – Snipp), businesses that implemented gamification into their business strategies saw 47% more customer interaction with their businesses and media messages, 22% more loyalty to the business, and 15% more brand awareness.

2. Boost conversion rates

Not any increase in engagement means an increase in conversion rate. However, the application of gamification marketing can make that more likely to happen.

Gamification marketing can convey messages that are close and natural and do not make customers feel forced. Challenges, scoring, and even rewards are designed with the specific interests of target audiences. That’s why customers feel like they’re in a virtual world where they can connect with others with similar interests or objectives.

Personalization is at the core of gamification marketing, making it easier for customers to recall messages and evoke more positive emotions, leading to higher conversion rates and, ultimately, higher sales.

<Gamification marketing applications can boost conversion rates>

3. Increase customer loyalty

Finding new customers is always more expensive than keeping existing ones. Understand that gamification is the only way for businesses to keep their existing customers and convert them into loyal customers.

There are two primary reasons for gamification marketing’s success:

– Bring positive value: Companies are cleverly integrating incentive programs, earning points to redeem gift items, and ranking members… to make customers feel as if they are part of the company.

– Create a sense of connection: The more appealing and engaging the games are, the more likely customers are to visit regularly to stay in top positions. The more time you spend with the games, the greater the level of familiarity and closeness to the business. Then, as time passes, the business image will stay on the customer’s top of mind.

4. Easily measure performance and collect customer data

Owning the game, the business has complete control over the campaign and can use social listening tools to measure the campaign’s performance with metrics like traffic, shares, and engagement.

Gamification marketing also allows businesses to observe how customers interact with games, capturing customer behavior data that can be used for future marketing plans. Additionally, businesses can avoid sensitive topics related to collecting customer data because customers opt to leave their data voluntarily and happy while playing games.

<Gamification Marketing easily measures performance and collects customer data>

GAPIT Media promotes Gamification in digital marketing activities for clients

In 2023, GAPIT Media deployed Gamification Marketing for Saigon – Hanoi Commercial Joint Stock Bank (SHB).

In 2023, SHB Bank celebrated its 30th anniversary. Hence, the game’s concept was based on the bank’s development journey with special milestones. The game also cleverly integrated 6 key business values of the company. The game was integrated directly into SHB’s mobile e-banking app, so it was convenient for customers to play and interact. Through the game, customers can win valuable gifts and gain insight into the bank’s development process.

As a result, SHB and GAPIT Media successfully promoted the SHB brand image to customers and motivated them to use SHB products and services while introducing modern technology experiences via Gamification.

<GAPIT Media deployed Gamification Marketing for SHB>

After that, GAPIT Media signed a strategic cooperation with TAEMAKE & TriPlayZ for further gamification solutions in marketing activities for financial customers. The collaboration also reflected GAPIT Media’s vision and ambition to develop more innovative solutions to drive the effectiveness of communication and marketing.

What’s on Tet at GAPIT Media?

With the advent of the internet, social media, and other forms of communication, Vietnam’s media and advertising landscape has undergone many transformations. As a result, the Agency’s staff ought to be agile in understanding market trends, and prepared for rapid industry shifts and a high workload, particularly at the end of the year and the Lunar New Year, when companies launch communication campaigns that include large-scale shopping promotions.

Let’s take a behind-the-scenes look at what it’s like for the Agency’s staff to work in the build-up to Tet, and how they’re keeping up with client expectations in the run-up to the special Tet.

People often tell us that Tet campaigns are stressful for agency employees. Do you have to deal with this kind of pressure at GAPIT Media?

There are some Tet campaigns in which deadlines are always “urgent” but instead of the pressure, I’ll focus on the word “recognition.” For instance, when discussing the Tet concept for a NAPAS campaign, the whole team voted for my concept. Then the campaign was launched successfully and I felt “recognized” by clients and colleagues. Likewíse, I believe my creative ideas have helped clients in some ways. It was a great feeling and helped me overcome the pressure of deadlines. – “Anonymous” H, Content Creator at GAPIT Media.

<GAPIT Media Team>

Do you have any interesting memories of meeting tight deadlines during Tet?

There was a time when I ran ads until the night of the 30th of Tet. There were also many times I already had a Tet holiday, but the posting schedule could not be postponed, so even if clients ordered on the first day of Tet, I was still “ready” to do it. Working at an Agency in general and GAPIT Media in particular, every employee is in a “ready” condition. Because everything has been planned, I won’t be caught by surprise. In addition, at an Agency, the more jobs, the happier. – VTTH, Digital Specialist at GAPIT Media.

I’ve never been on a deadline during Tet, but I have a memory of working until 10 pm on the days before Tet, working with the sound of people cheering outside. After all, it was Tet holiday, and everyone was off but I was still busy. At that time my mind was only thinking “When will I finish my work so I can quickly go home?”. I felt very impatient and got ants in my pants. – Ms. Beauty, Designer at GAPIT Media.

What sets Tet apart at GAPIT Media?

The difference is that our entire team has to be on call during Tet. When I first joined the Agency, it was very frustrating because it was Tet. Who would want to pay attention to data while spending time with their family? But once I’m familiar with the Agency environment, I find working during Tet quite enjoyable because during this time, my team members and I can text back and forth, keeping in touch with each other – VTTH, Digital Specialist at GAPIT Media.

Usually, the month leading up to Tet will be full of work or work-free. If I didn’t work for any agency, Tet would have been a month earlier because I hadn’t had a lot of work and I could go home early for Tet. It’s not like that at GAPIT Media. Tet also starts later because of the project schedule. However, in exchange, we have chances to work on many Tet campaigns for big brands. Products are made meticulously and beautifully. Known by many people will make you feel very proud. – Ms. Beauty, Designer at GAPIT Media.

<The 2024 Tet gift set “Giving Dragon Gem – Sending Sincerity” contains GAPIT Media’s expectations for the new year>

Tet is a time to reflect on our achievements in the previous year and look forward to best wishes in the next year. It’s the new year of 2024, what are you looking forward to in your future endeavors at GAPIT Media?

I expect bigger projects than last year. 2023 treated me well with large-scale campaigns and a lot of chances to collaborate with peers who always “recognize” my ideas. So I hope the same for 2024, and the bigger projects the happier I am and GAPIT Media will still be a place that allows us to be creative, contribute, and develop competency. – “Anonymous” H, Content Creator at GAPIT Media.

In the New Year, I will continue to embody the mindset of “be ready to work at any time, anywhere.” I’m not afraid of anything, I’m just afraid of not having a job. So I look forward to GAPIT Media winning more clients, thriving, and having greater success than 2023. – VTTH, Digital Specialist at GAPIT Media.

I’m waiting for “quality over quantity” projects. I’m hopeful that 2024 will bring more great projects, which give us more incentives to grow and be the best version of ourselves. – Ms. Beauty, Designer at GAPIT Media.

Tet brings everyone together with unique stories, unforgettable memories, and different feelings. A big cheer to everyone at GAPIT Media for making 2023 a wonderful year. 2024 is expected to be a year full of joy and laughter, and I wish that everyone’s dreams will be fulfilled in the coming year.

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