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Social Gamification

Social gamification is a marketing practice that takes proven elements of game design and implements them into something that is not strictly a game, such as a website, application, online community or some other digital campaign focal point, to provider your customers with rewards that are given for the completion of small tasks or challenges.

The point of social gamification is to enrich user experience through increased engagement in an attempt to drive new and repeat visits by giving people a reason to keep coming back. Common characteristics of good gamification include user reward, points, achievement badges and any other feature or objective that will work to keep bringing users back again and again.

Gamification is a strategy employed by many of the world’s leading brands these days and is expected to be a feature in at least 70% of all digital marketing campaigns by 2015, making it an increasingly important consideration when formulating your current and future marketing activities.

What type of rewards are used in social gamification?

Rewards that are commonly used by brands in social and app gamification campaigns can be broken down into two groups: extrinsic, and intrinsic rewards. Extrinsic rewards include discounts, promotions, money back, “buy 2 get 3 free” and other similar rewards with value, whereas intrinsic rewards are those without value, such as points, achievement badges and so on.

The use of and success of rewards is often surprising to traditional marketers, as virtual, intrinsic rewards are often just as effective or more so as extrinsic ones. This fact can be of tremendous benefit in keeping the cost of your social gamification campaigns down, as virtual rewards don’t carry the additional cost of extrinsic ones. In addition to this, intrinsic rewards can also be given instantly, which can work to increase engagement and return visits more rapidly, provided your campaign has the right sorts of virtual reward in place.

How does social gamification differ from advergaming?

Social gamification isn’t the same as Advergaming, the development of video games for marketing purposes, instead, gamification focuses on user actions, such as check-ins, shares, likes and other actions which would be beneficial in increasing the number of users who are going to be exposed to your brand and its message. This means that gamification is far more accessible to all brands or all sizes and budgets, as social gamification doesn’t have to carry the same level of cost as game development.

Interested in social gamification? Want to find out how we can help?

If you’re interested in finding out more about social gamification and how we at HandMedia can help you in implementing it into your campaigns please get in touch. You can do so by email, phone or by live chat, details of which can be found within the contact section of our website.

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