181 182
182 183
183 185
184 186
185 187
186 188
187 189
188 190
189 191
190 192
191 193
192 194
193 195
194 196
195 197
196 198
197 199
198 200
199 201
200 202
201 203
202 204
203 205
204 206
205 207
206 208
207 209
208 210
209 211
210 212
211 213
212 214
213 215
214 216
215 217
216 218
217 219
218 220
219 221
220 222
221 223
222 224
223 225
224 226
225 227
226 228
227 229
228 230
229 231
230 232
231 233
232 234
233 235
234 236
235 237
236 238
237 239
238 241
239 242
240 243
241 244
242 245
243 246
244 247
245 248
246 249
247 250
248 251
249 252
250 253
251 254
252 255
253 256
254 257
255 258
256 259
257 261
258 262
259 263
260 264
261 265
262 266
263 267
264 269
265 270
266 271
267 272
268 273
269 274
270 275
271 276
272 277
273 278
274 279
275 280
276 281
277 282
278 283
279 285
280 287
281 288
282 289
Introduction
What is gamification marketing? After we had run a successful campaign, one of my clients put it simply: “I cannot believe we just gave our customers the experience of a game in a campaign that had nothing to do with games.”
Gamification is when you apply techniques and concepts from games to any marketing campaign. Today, gamification is everywhere — for instance, companies rewarding their employees, teachers encouraging their pupils to compete for higher marks, and even parents rewarding their kids for washing the dishes.
It’s no wonder gamification has worked well for marketing campaigns, too. When any company, large or small, implements gamification properly, the campaign will meet the company’s marketing objectives. Why? Because humans have an innate desire to play and compete.
Gamification marketing can have the following end goals:
To build brand awareness
To increase engagement
To drive conversions
To boost customer loyalty
To encourage brand advocacy
About This Book
This book is for marketers, not developers.
Most books, blogs, and articles on gamification are written for developers. So, I wanted to write this book for people like my clients — people like you! Reading this book should feel like I’m sitting with you in our conference room discussing how you can implement gamification marketing in your next campaign.
This book covers all aspects of developing, launching, and analyzing a gamification marketing campaign. You don’t have to read the book from beginning to end. You can use the table of contents and index to find the subject you want more information on. You don’t have to remember what you’re reading — there won’t be a test on Friday, and you can always return to the book to find what you need.
If you’re short on time, you can skip anything marked with the Technical Stuff icon, as well as text in gray boxes (called sidebars). This information is interesting (some might say fascinating!), but it’s not essential to your understanding of the subject at hand.
Within this book,