Exploring Gamification Advertising and its Role in Audience Engagement | ||||
| International Design Journal | ||||
| Article 12, Volume 14, Issue 1 - Serial Number 59, January and February 2024, Page 163-173 PDF (819.86 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2024.329267 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Amira Kadry Yassin1, 2 | ||||
| 1Associate Professor, Art &Design Academy, The Higher Institute of Applied Arts, | ||||
| 2Graphics & Advertising Arts dept. 6th of October City, Egypt | ||||
| Abstract | ||||
| In a constantly evolving world of advertising, where customers are bombarded with countless advertisements. Brands are unceasingly in the hunt for innovative ways to capture and hold audience attention along with audience engagement. Customers nowadays can be discouraged by traditional advertising. One strategy that has emerged and gained significant power in the recent years is Gamification; which has a remarkable ability to transform passive consumers into active participants. By incorporating gaming elements and create immersive experiences that captivate users’ attention and elicit their competitive spirit. This heightened engagement not only increases the time users spend interacting with brand content but also strengthens their emotional connection to the brand itself. Gamification has gained widespread usage in the 21st century as a powerful audience engagement tool. It has been implemented in marketing strategies among a variety of different brands in different industries. This paper explains the concept of Gamification, its key elements, tactics and strategies to effectively use gamification to boost audience engagement. It also looks closely at selected international campaigns that incorporated gamification techniques effectively. Finding that: Gamification is a tool that if crafted and implemented properly in advertising campaigns; it increases engagement levels and offers a unique way to make advertising experience mores enjoyable, memorable and effective. In today’s digital world, consumers almost feel worn-out of the constant stream of advertising they often pay no attention to or ignore. Advertisers have been seeking new and innovative ways to reach their target audiences without disrupting the user experience. There is a general belief that games are only meant for children. But according to a study on video game consumers, there are more than 1.8 billion gamers in the world. The average gamer is 35 years old and women above 18 represent 33% of the gaming population. And wherever the masses are present, advertising finds its way through. Games provide the much-needed engagement and interactivity that branding companies look out for and that is why the best creative agencies around the world have been using them in their advertising campaigns for various brands. People of all ages enjoy games, the idea of scoring points and earning rewards is just something we’re instinctively attracted to. Even though it has been around for a while, Gamification is seen as a future advertising trend. Its appeal lies in its capability to tap into human psychology, satisfying basic desires for achievement, competition, and rewards. This technique has proven to be a powerful tool for brands. Gamification nowadays is gaining popularity as a brilliant way to engage a consumer. That’s because the idea of playing a game and winning a prize is something that appeals to almost everyone’s fun, creative and competitive side. Gamification is fun, but it goes beyond reading text or watching a video. Gamification is often confused with gaming in terms of features and form factors. Where gaming refers to playing video games, gamification is primarily associated with non-gaming activities. (Association, 2021) Gamification in advertising, relies mainly on human psychology, appealing to our natural desire for achievement by incorporating fun and engaging elements into the consumer’s experience. Gamification has the power to lift engagement and keep consumers coming back for more. When consumers are engaged in a fun and interactive experience, they are more likely to continue participating and engaging with a brand. Gamification is based on rewards for completed tasks. These rewards can be points, honors, scores, levels, or other indicators of progress. This approach drives the competitive spirit and keeps participants interested and engaged. (Timarevska, 2023) Blending and integrating games into ad contents allows for a non-interruptive and seamless gaming experience which can leave users with a positive and long-lasting impression of brands | ||||
| Keywords | ||||
| Gamification; Gamification Ads; Game Mechanics. Gamevertising; Audience Engagement; Over-gamification | ||||
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Supplementary Files
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| References | ||||
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