Gamification in Marketing: blueheart and Previon Launch "Blick-Tipparena"

For the World Cup, the communications agency blueheart, in collaboration with its digital partner Previon, designed and implemented the widely popular online prediction game «Tipparena» for Blick. The project serves as a prime example of how gamification can be strategically used in marketing—both for customer retention and for internal communication.

blueheart and Previon had previously developed an ice hockey prediction game for Blick. The current World Championship project is thus further evidence of the collaboration between the two agencies in the area of digital engagement formats. blueheart will contribute its gamification and communication expertise, while Previon, as the digital and platform partner, will be responsible for technical implementation, scalability, and operational reliability.

Gamification in Marketing—and in Internal Communication

Prediction games are among the tried-and-true digital engagement formats associated with major sporting events. In addition to traditional customer prediction games for marketing, lead generation, and customer retention, formats for internal company use are also increasingly being implemented. During the current World Cup, it is reported that, for the first time, more employee prediction contests were organized than traditional customer prediction contests. According to the announcement, examples include projects for companies such as AEW Energie and the Aargauische Kantonalbank (AKB).

This trend shows that gamification is increasingly being used as a tool for internal communication and employee engagement. Companies use it to create playful touchpoints, encourage interaction, and strengthen the shared experience across teams, locations, and departments.

Versatile platform

The fantasy sports platform developed by blueheart and Previon is based on a standardized core system but can be customized to suit specific brands, target audiences, designs, content, and use cases. As a result, it is designed to be suitable not only for World Cups and European Championships but also for league modes at both professional and amateur clubs. A prominent example is FC Aarau. Its use is not limited to soccer either: The platform can generally be adapted for other sports—from ice hockey to individual club or tournament formats. According to the companies, this creates additional opportunities for clubs and sponsors to engage fans, build reach, and create digital marketing spaces.

More Than Just Prediction Games

In addition to prediction games, blueheart develops other digital gamification solutions for campaigns, promotions, and communication initiatives. According to the press release, these include online calendars, wheels of fortune, and personality quizzes, among other things. What these formats have in common is that they combine playful interaction with tangible benefits: They are designed to capture attention, increase engagement, facilitate lead generation, and create recurring touchpoints.

For more information about blueheart's gamification offerings, visit https://www.blueheart.ch available.

Responsible at Blick: Reto Vogel, Project Manager, Content Promotion

Contact at blueheart: Gregor Meyer, CEO; Olivier Kilchherr, Creative Director; Vanessa Mentha, Consultant

Contact at Previon: Claudio Scicchitano, COO; Etienne Scherrer, Senior Web Developer