What is 'Gamification'?

Scholars have defined it already in 2011, as 'the use of game-like elements in non-game contexts'. Of course, this strategy has become increasingly important in the advertising industry due to its effectiveness in engaging audiences and driving behaviour change.

One key benefit of gamification is increasing user engagement. By incorporating elements such as rewards, challenges, and competition, gamification adds a layer of fun and excitement to the advertising experience. This increased engagement can lead to longer engagement times, increased recall, and more effective messages.

Additionally, gamification can help advertisers reach specific target audiences. For example, by offering rewards for completing certain tasks, advertisers can incentivize users to take specific actions, such as making a purchase or sharing content with friends. This allows advertisers to tailor their messaging to their desired audience and drive desired outcomes.

Gamification can also help build loyalty. By creating a fun and engaging experience for users, developers/publishers can foster positive associations with their apps. This can lead to increased loyalty and repeat engagement, which can drive long-term success.

Another important aspect of gamification is its ability to drive users' behaviour change. By incorporating elements such as rewards and competition, gamification can encourage users to take specific actions, such as making a purchase or sharing content with friends. This can be especially beneficial for advertisers who are looking to drive conversions or promote specific products or services.

There is no doubt that nowadays gamification is an increasingly important strategy in the mobile advertising industry. Mobile advertising becomes more interactive through gamification, reaping unexpected results. By incorporating game-like elements into their advertising campaigns, advertisers can create more effective, memorable, and engaging experiences for their audiences.