4th December 2017
The gaming industry has exploded in popularity in the last ten years, and with more and more money to be made newcomers are constantly seeking to break into the market. In fact, in 2016 the video game industry generated over $30.4 billion in revenue. So, it is no surprise that this is an exciting space to explore as a business.
But how can those organisations that are not correlated with entertainment tap into the benefits of gaming? This is where business games or gamification comes in, using the principals of gaming to educate or otherwise engage your audience in line with your brand messaging. In this article, we show you why gamification is good for your business and a few tips on how this can be applied.
In an internet centric world, advertising is everywhere and we have trained our brains to ignore it in most cases. Getting consumers attention is the real challenge for the modern marketer, and that is getting increasingly harder.
The betting is you have a game or two loaded onto your phone and ready to go for the occasional dull moment. You may even have a full set up with specialist PC, surround sound, multiple screens and an expensive gaming chair. Regardless of your commitment to gaming, at some point games will most likely have your attention.
Using the principals of gaming to entertain your potential customers is a smart way to earn their attention. The interaction that gaming offers not only keeps your audience engaged, but crucially it gives them a reason to interact with you – entertainment.
Did your teacher or parents create educational games for you as a child to help you learn your times tables or capital cities? Using games to educate is an age-old practise that is proven to make information stick in your brain. Ask a 12-year-old what they had for breakfast yesterday and its likely they will be stumped, ask them to name a hundred Pokémon…that’s a different story.
The use of gaming allows you to integrate your brand or campaign message into the storyline and therefore make it integral to completion. This must be subtle in terms of its application, as consumers aren’t stupid and will realise if you are trying to make a hard sell. However, your brand message must also be integral, a participant should not be able to tell a friend about the game without mentioning your brand.
Gaming & Gamification
Gaming can be used as a stand-alone way to create engagement and education around your brand. However, gamification can also be used to turn an existing set of information, website or other content into something interactive.
Take for example a webpage you have with information on how to use your product. Pages of text is not the most interesting way to communicate this message, instead integrating gaming elements such as interactive graphics, pop quizzes and scoring will make that information much more appealing to interact with and remember.
It is clear that the buzz around gaming is set to continue growing. Gamification is a brilliant way to tap into this buzz and leverage it to the benefit of your business. Whether that is by creating games that engage and subtly sell your business or by making previously dull information more interest by introducing gaming elements.