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Gamification – Brand enhancement through customer engagement

5 April 2013
AmCham Indonesia Newsletter

+Spire’s article contribution on AmCham Indonesia website

Gamification – Brand enhancement through customer engagement

Gamification is rapidly changing the way brands are being marketed. It is also taking customer engagement to a different level – making it an interactive and fun experience. How can marketers take advantage of this trend to benefit their brands? Spire Research and Consulting shared its thoughts through the biweekly AmCham Indonesia newsletter.

Gamification refers to applying game mechanics to non-game applications to increase the fun factor and make experiences more engaging. This tactic is increasingly used by brands.

Brands can utilize gamification for promotional purpose, as well as to allow customers to have fun. A few important factors need to be considered for successful integration of gamification:

Sharing interactive entertainment through gaming applications available on smartphones and social networking sites;
Ensuring available content is interactive and shareable;
Engaging users on a deeper level when a sense of competition is achieved through graphics and real-time data; and
Building users’ motivation level as gaming experience becomes rewarding.

However, there are two schools of thoughts about gamification. Some consider it to be another internet fad that users are overexposed to. On the other hand, the pioneers behind the concept believe that the trend is here to stay – providing more scope to explore in gamification. They believe that more audiences can be engaged, especially those in emerging markets, where the games can be localized accordingly.

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