Gamification: How to Apply It to Your Marketing Strategy

The adoption of gamification in marketing has opened a universe of possibilities for companies. More than a playful experience, this innovative methodology can contribute to strengthening the relationship with the target audience in different ways, including increasing lead generation.

Gamified platforms can serve as an attraction for people to get in touch with the brand, all through an engaged and fun activity, rather than something common and expected. These tools can add to marketing strategies — from in-person events to digital actions —, offering an alternative to enrich the department’s work.

Thus, it is possible to innovate in various tactics, such as a sales funnel, contributing to increase the sources of lead capture and strengthening the organization’s image. But, this is just an example of what investing in gamification can do for a business’s actions.

Gamification in Marketing: A Strategic Partnership

Technological advances play a key role in marketing and sales strategies. No company – regardless of its size or market segment – can ignore the power of the internet to attract, engage and retain the public. And, of so many options for tools, gamification proves to be one of the most innovative and surprising for this sector. Gamification in business: A profitable method in human resources management

However, many businesses still do not know the potential of applying this strategy in their dissemination and communication actions, thus missing countless opportunities. And, in a scenario where the games industry has dominated the market and the hearts of millions, this negligence can have a significant impact on the competitiveness of the business. B2B Lead Generation: How to get the right leads

But, first of all, it is essential to understand what it is and why gamification is such an interesting tool for a company’s marketing and sales strategies.

After all, what is gamification?

Despite not being a new methodology, many are still unaware of what this tool is and how it works. In summary, gamification is a strategy that uses game elements, design, and logic to motivate people to take actions that are not limited to entertainment, but that generate positive benefits in their lives and routine.

More than a playful activity, a gamified dynamic can encourage someone to perform a task and even change certain behaviors.

This methodology was developed taking into account theories from fields such as psychology, neuroscience, motivation, learning, anthropology, and sociology. Bringing together studies and knowledge aimed at using certain stimuli to arouse the engagement of the target audience of an action.

That is, it is not just a game or fun activity, made to socialize and pass the time, gamification is a dynamic that encourages people to fulfill certain tasks that will lead them to have positive and concrete impacts on their lives. How to Generate More Leads for Your Small Business?

In this sense, it is not by chance that this strategy has attracted the attention of areas such as health, security, politics, education, business, and marketing. Organizations in these segments are adopting gamified platforms that were developed taking into account their specific needs to attract, retain and engage their target audience.

Thus, they offer an immersive and interactive experience and, consequently, are remarkable for the key people in the operation of their business.

A scoring and ranking system with friends can be used to encourage someone to exercise; storytelling, that is, a well-developed and engaging story can contribute to the immersion of a student in a specific theme of their classes, and a gamified activity is capable of attracting the attention of a relevant number of people to feed a company’s lead generation.

These are just a few examples of how gamification is an effective strategy in different contexts. In the case of businesses, it is possible to adopt it in activities such as recruitment and selection, onboarding of new employees, corporate training, internal communication, the daily tasks of employees, and marketing actions. TOP 15 Marketing Tips on WhatsApp

And in this last strategy, there is a great field to be explored by companies of all sizes and market segments.

The Potential of Gamification in Marketing

The truth is this: games attract a lot of people. From something considered “childish” or “nonsense”, they have become a powerful industry worldwide.

The TechNet study, released in 2021 by the Canaltech portal, stated that the gaming sector is valued at US$163.1 billion, accounting for more than half of the value of the entertainment industry — greater than the movie and music market combined. . The survey also points out that there are more than 2.5 billion players worldwide. In other words, a considerable audience.

In Brazil, the numbers are also relevant: the Game Brasil 2021 Survey (developed by Blend New Research, ESPM, Go Games, and Sioux Group) provides an overview of the scenario of this industry and the behavior of Brazilian players. The numbers are clear:

  • 72% of Brazilians are used to playing electronic games.

Of these respondents, the age groups with the most players are people of working age: 

  • 10.3% from 16 to 19 years old;
  • 22.5% from 20 to 24 years old;
  • 18.6% from 25 to 29 years old;
  • 16.7% from 30 to 34 years old;
  • 12.9% from 35 to 39 years old;
  • 12.2% from 40 to 49 years old;
  • 6.8% over 50 years.

And, contrary to common perception, the majority of the public is composed of women (51.5%), while men are in the minority (48.5%).

Something that the research makes clear is that for these people, games are not something banal:

  • 45.6% every day;
  • 20.5% between 3 and 6 days a week;
  • 14.4% at least once a week;
  • 7.3% less than once a week;
  • 9.9% do not play online;
  • 2.3% don’t know.

In this group there is also a preference of platform:

  • 41.6% smartphone;
  • 25.8% video games/console;
  • 18.3% computer;
  • 9.2% notebook;
  • 2.2% tablets;
  • 2.9% smart tv/laptops/others.

But in the end, what do all these numbers mean? Great potential to be explored by companies that can adopt gamification in their marketing strategies to delight this large and diverse group.

Women, men, people of working age, who love mobile games: how many campaigns can you carry out to this audience, attracting them to your business and increasing sales?

The preference for smartphones also shows how adopting a gamification strategy is possible for businesses of all types and segments. After all, it is not necessary to have a partnership with giants responsible for sophisticated game consoles, but with an organization specializing in simpler mobile games. 4 Best Strategies to Generate Leads at Events

As it is a flexible method, there are several actions that can be taken from the union of gamification with this area:

Gamification in events

This methodology can make the difference from small to larger marketing actions. Gamification can be adopted to make some moments of company events more participatory and memorable, helping to engage the public and obtain better responses in these situations.

Instead of just betting on lectures and conversations – which can become monotonous and, thus, the message is not properly absorbed – it is possible to adopt this strategy to break the ice, strengthen certain ideas in more practical and active dynamics, in addition, to make events more unforgettable.

Imagine using a gamified activity to strengthen the organizational values ​​and the causes that the company defends for a varied audience: wouldn’t this be a different way of positioning itself before society?

There are countless ways in which this strategy can be adopted at an event, whether small or large.

Gamification in customer loyalty

Another strategy that can be strengthened with the use of gamification is customer loyalty actions. It is possible to offer a gamified activity to increase the bond between buyers and the company, creating a dynamic that is beneficial for all involved.

It is easy to find examples of actions like these: one of the best known is the sporting goods companies that invest in gamified applications to encourage the practice of physical activities for their buyers – thus offering a positive experience for the public and still linked to the goals and objectives. brand values.

In this way, it is possible to get even closer to customers and provide them with a differentiated experience.

Product/service launch

Offering a new solution is always challenging. Convincing the public that your service or product deserves attention and will meet their needs is hard work, but if done right, it can boost your company’s sales.

However, this situation can be a bit boring for potential customers, even more so when their day-to-day is surrounded by advertisements all the time.

Adopting gamification in the launch of new solutions can be a way to break this barrier of ads, attracting views that would have deviated or ignored traditional dissemination actions.

Gamification thus becomes a “bait” for people to get to know the company’s new product or service, in addition to offering a more striking and positive experience with the brand.

lead generation

The idea of ​​using gamification as “bait” also works in the sales funnel strategy. It is necessary to attract a large number of leads before working and nurturing them until the most prepared reach the final stage — and acquire the company’s products, services, and solutions.

Since games are so popular, especially when free, offering a gamified activity can be an excellent strategy to attract more leads by providing free and fun content. It is possible to develop a specific dynamic for the profile of the public you want to attract — young people, women, in a certain age group, and heavy smartphone users, among so many options.

All these ideas can help the company reach new groups and strengthen its relationship with those who already know the organization. In the case of digital strategies, the partnership with gamification becomes even more advantageous by allowing the development of electronic solutions to pump up the marketing work that is already being done.

So, when it comes to lead generation and sales funnel, gamification becomes an innovative and strategic tool that can add to the success of these methodologies.

How to Use Gamification in Lead Generation?

All marketers and sales professionals know that generating leads and feeding the sales funnel is not easy. It is important to discover new strategies and ways to attract people, offering them interesting and innovative content.

Gamification can be an excellent option in this regard. This methodology provides an immersive and interactive experience to the public, using already familiar elements to draw attention to something different.

Instead of offering static and traditional materials, leads will participate in a fun and participatory dynamic – encouraging an active attitude within the company.

Imagine having a partner to develop a game with the objective of leveraging certain content: how likely is this action to generate more buzz and attention from potential customers than just making a blog/social media post or an ad (on and offline), even more in the face of a world full of stimuli vying for the public eye? And what are the chances that those who come into contact with the gamified materials end up engaging with the brand?

Added to other lead generation strategies, gamification helps to innovate in the dynamics with the audience — giving them a different, friendly, and engaging experience. In addition, it can also be a strategy that the competition is not exploring, being a favorable space for the company to differentiate itself.

However, like any strategy, gamification requires planning, investment, and efforts to be adopted in the best way and generate the positive impacts desired by the organization.

Otherwise, it may happen that a dynamic is developed that does not attract the public — because it does not contemplate the persona’s desires, expectations or preferences, in addition to other reasons —, is not so engaging and, consequently, does not capture the expected amount of contacts.

In this sense, it is important to have professionals develop and adopt gamification in a company, even more with specific objectives such as strengthening marketing and lead generation. Fortunately, there are specialized companies capable of producing customized platforms, focusing on the needs that the partner business has.

In addition to understanding the technical issues of creating the systems, these partners understand how to reach the target audience of their solutions, making the platforms engaging.


Investing in strategies to generate leads is critical to attracting new customers and increasing sales. And when these methods are innovative – such as gamification – there is a great way to differentiate yourself in the market and attract people’s attention amid so many stimuli in the digital environment.

However, for the results to be achieved, it is important to have partners to develop platforms that delight the public and generate a positive image of the brand. Otherwise, the company may end up wasting its resources instead of strengthening its sales with an assertive strategy.

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