Gamification is developing into a relevant marketing tool

GAMIFICATION Next month, Gamescom, the world's largest video game trade show, will kick off again in Cologne. The public interest in the event highlights the cultural significance of video games. Brand games and gamification, in particular, will play an increasingly important role in everyday life in the future. Frank Zahn, CEO of Exozet, says: "At trade fairs like Gamescom, you can see how virtualization and digitalization continue to advance. This also has consequences for marketing. Gamification is an effective tool for creating emotional and long-term customer loyalty to a company. "Conservative estimates assume that people around the world play a good three billion hours of online games every week. Especially in the younger target groups, the number of people who play games is almost 100 percent: a US study found that 97 percent of boys and 94 percent of girls under 18 regularly pass the time with video games.* The reason for this is simple: Epic Wins. This term, coined by developer Jane McGonigal*, stands for a strong, positively charged emotional response triggered by digital gaming. In everyday life, you rarely have the chance to save the world or be a hero, but in a gaming world you have it over and over again. Frank Zahn explains: "The days when gamers were seen as nerds sitting alone in the basement are over. Today, almost everyone plays games and is familiar with the game principles. Whether on the subway, on the way to work or at home, very different games are now played everywhere. "The social acceptance of games, especially in recent years, has led to them being used more and more as an effective marketing tool. Even applications that have nothing to do with games per se are integrating more and more game elements; this process is known as gamification. The reason for this is obvious: brands and companies can use games to present themselves to customers in a unique and direct way. So-called brand games allow customers to get to know the company up close and interactively. Together with the positive gaming experience, the epic win, this creates a rarely achieved bond between the customer and the company, and a game that is tailored to the core values of a company increases its credibility. The constant contact with the customer maintains attention and can result in qualitative feedback that can be used for further marketing measures. The advantages for companies are obvious: customer loyalty increases. In addition, a brand game can be used to communicate directly with the desired target group. Any further action is just a click away. Frank Zahn says: "The possibilities of accessibility are incredible. You can integrate an appointment for a test drive as well as participation in a competition or even present and offer a product straight away. Our customers optimize their return on investment in a playful - and fun - way. "*Sources: http://www.huffingtonpost.com/jane-mcgonigal/video-games_b_823208.html; http://www.ted.com/talks/jane_mcgonigal_gaming_can_make_a_better_world?language=de