Gamification can help companies take their marketing to the next level, says Ian Vella.
If you’ve ever noticed how someone can get completely immersed when playing a video game, then you can start to understand why marketers are exploiting such behaviour to promote their products.
Smartphones, tablets, apps and the internet itself have fuelled a new trend in combining games and advertising. However, despite the new shine, marketing gamification has a deeper and older root: loyalty programmes, which have been around for ages. On a simple level, loyalty programmes recognise brand fidelity by rewarding consumers every time they make a purchase. Then when consumers have accumulated enough points, they receive a gift.