Marketing Games

A marketing game is a form of interactive content using game mechanics to engage users or potential customers in a branded experience. The objectives of marketing games can vary, but can include, among others: promoting products or services, fostering customer loyalty, growing an email list, and conducting market research. The type of marketing game used in different scenarios depends on the brand creating the game, and the marketing objective.

Using marketing games allows you to put out content that invites your audience to participate, making it far more effective at the top of the funnel for creating brand awareness. Through the user journey of a marketing game, targeted customers learn more about the brand, and are encouraged through game mechanics to take a specific action, be that to opt-in to a newsletter, visit a strategic page, or make a purchase.

Marketing games can be very effective at engaging users and creating memorable brand experiences. They can also be powerful lead generation tools, as users participating in marketing games are more likely to opt-in, or share their experience on social media. However, the effectiveness of marketing games depends on many factors, including the relevance of the game’s content and format to the target audience and the strategy behind it.

A marketing game’s success can be measured through various internal and external metrics, which could be identified as relevant key performance indicators (KPIs). Internally, through your Drimify dashboard, you can monitor the metrics related to gameplay, such as the participation rate, and the time users spent playing, among others. Externally, you can look at how a marketing game is performing on social media, sales of the promoted product, and the use of any game-related promo codes redeemed on your POS.

Common pitfalls to avoid when creating your marketing game include making the game too difficult to understand, not providing clear instructions, neglecting to optimise for mobile devices, not testing the game for bugs or glitches, and not aligning the game with the overall brand strategy and values. It’s also important to comply with any legal and ethical standards which may apply, such as data privacy, age restrictions, and fair advertising practices.