Gamification in business - a new direction in marketing on the example of company cases

    Gamification is a new business concept that helps to attract and retain a customer. It uses the best ideas from loyalty programs, game mechanics and behavioral economics. The task of the marketer is to attract the attention of the user and make him spend as much time as possible on the site or in the application. Entrepreneurs are constantly on the lookout for new ways to attract customers: classic tricks are losing their popularity.

    Gamification is also suitable as a source of new income. The more time a person spends on a site, the more advertising he will see. Consequently, it is more likely to acquire a product or service. The use of new mechanics is less expensive than classic ones. In addition, services for setting targeted advertising lose their effectiveness. One of the existing mechanisms is word of mouth and competitions of a competitive nature.

    One of the new and recently gaining popularity methods in the gaming business is quests. We remembered which quests created brands to grow our business.

    MTS RED QUEST
    According to the legend of the game, the future of the Earth is in danger. Performing tasks and earning points in the game, participants. Throughout the quest, participants are immersed in its history and mythology. In addition, users will learn about special offers from MTS, and by connecting tariffs and using its options, they receive additional points in the game.
    In less than two months, the Red Quest website was visited by more than 3.5 million unique users, and more than 1 million participants registered in the game. Tariff plan recognition rose to 83%. During the period of the action, tariff sales increased by 20%, and the level of outflow from the tariff decreased by 15%.

    "Classmates"
    At the end of 2014, before the New Year, the social network Odnoklassniki launched a quest game on Instagram. During a virtual “tour” of the 27-story office of Mail.Ru Group holding, the player was looking for his companion. The game used a set of Instagram accounts and the photos and videos posted in them. The quest participant moved using tag tags. A few hours after the launch of the project, the number of subscribers in the official Odnaklassniki account on Instagram grew by 200 people.

    MiniGetAway
    In 2013, the MINIMANIA Advertising Campaign, a continuation of the Mini GetAway Stockholm advertising campaign, was held in Moscow, St. Petersburg and Rostov-on-Don. The player needed to find a virtual MINI Paceman car and keep it at home. The participant who kept the car for a longer time became the winner and received MINI for six months.
    For 1.5 months, the advertising campaign reached 26 million people, the promotion site was visited by 26 thousand people, the growth in the group was 2 thousand people. 6051 users took part in the game, their contacts were transferred to MINI dealers in the participating cities. The cost of one contact was 487 rubles.

    Tinkoff
    In 2015, Tinkoff launched the Tinkoff Quest game in real time, where users completed tasks and received bonuses. The task involved the active use of the bank card. There were seven tasks in the game. The first task was received by all owners of cards selected by the bank. After completing the task, the client received an SMS with a description of the next task. The more difficult the task, the more bonuses the client received. The last task: "To pay by card in Sochi for 10,000 rubles or more."
    More than 15 thousand customers of the bank took part in the quest, 444 participants completed all seven tasks. Players transferred more than 5.6 million rubles to charity, card turnover among users grew by 40%.
    The prize fund of the stock amounted to 1 million rubles.

    Lego
    On the eve of September 1, LEGO launched the mobile game “Collect the Hero to School” to complete the game in the Detsky Mir store of the Voentorg shopping center in Moscow. Using the application, the child searched for and scanned quest items necessary for study to prepare the character for school. The children who coped with the quest received a mini-set of LEGO rulers.
    In the early days of the project, more than 200 children took part, more than a hundred participants completed the quest and received sets from LEGO. Participants actively shared photos with heroes, created videos and posted information about the action on social networks.

    Online service for creating and completing quests
    We also believe in this direction and therefore continue to work on creating an online service Surprise Me, where everyone can create and complete quests: choose a ready-made script or create your own. We plan to develop in the direction of b2b so that companies can easily and quickly create quests for large promotions and events.

    Now the project is almost ready to launch, we are at the testing stage. In honor of March 8, we created massive quests for St. Petersburg and Moscow, with the help of which we are just testing the functionality of the applications and getting feedback, which is very important to us!

    PS For all those who care, I suggest writing in the comments the cases and examples that you have encountered or read about them. Let's expand the list together!

    PPS We invite everyone to test our quest constructor for free. For access to testing writehere

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