Gamification for FMCG

Maximize your brand potential.

Whether your goal is to captivate consumers, drive sales or boost loyalty, Playable helps you gather valuable insights and create memorable brand experiences that keep your products top of mind.

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Stand out from the crowd

Crowded shelves and competitive ad spaces make it essential to capture consumer attention creatively. Playable’s gamification platform empowers FMCG marketers to attract and engage consumers, drive sales, and build lasting loyalty. With gamified experiences in your marketing strategy, you can meet your audience where they are, gather valuable data, and create personalized interactions that leave a lasting impression.

Attract & engage consumers

In a competitive marketing landscape, FMCG brands must innovate in their marketing strategies to capture consumer attention.

Meet your audience where they are: Promote your brand directly to consumers by launching gamification campaigns on social media, retail media, or at the nearest bus stop using QR codes.
Grab shelf attention: Create on-pack playable campaigns using QR codes to capture the attention of in-store shoppers.
Get consent seamlessly: Utilize in-game registration forms to gather permissions and contact details, enabling long-term engagement and remarketing opportunities.

FMCG marketing example with Playable - attract customers

Drive sales

By establishing a robust and engaging online & offline presence, you can succeed in getting consumers to try your products, stay top of mind, and drive sales.

Get consumer to try and adopt: Boost initial and repeat purchases with gamified incentives like discount codes and free samples.
Promote new products: Use fun and engaging experiences to promote new and seasonal products such as new flavours and drive trial and excitement.
Gamify your on-pack promotions: Use our code activation feature to lock experiences and contests with specific codes that can be found “under the cap”.
Drive repeat purchases: Launch campaigns where each purchase unlocks a hint for a mystery game, encouraging multiple product purchases.

Deliver personalized experiences

Consumers have different preferences, both in taste and in what is important to them, such as cost, sustainable packaging, and healthy ingredients. Learn about your customers and target them efficiently with personalized communications.

Collect relevant data: Use forms and specific games such as personality tests to gather data for tailored offers and personalized experiences.
Meet expectations: Efficiently educate consumers about your brand values and product USPs such as sustainable packaging or healthy ingredients, based on what matters the most to them.
Boost satisfaction: Promote the right experience, with the right products, to the right consumer in an engaging way that drive results.

Boost product adoption and loyalty

Product loyalty is harder to gain as consumers are getting less predictable and more conscious in their choices.

Build long-term preferences: By driving long-term engagement and boosting repeated sales with gamification, you can build long-term preferences.
Reward brand loyalty: Use game engagement metrics to find your most engaged customers and reward them for their loyalty.
Improve your brand image: Effectively communicate your brand values and corporate initiatives using gamification.

Create loyalty in FMCG with gamification

FMCG success stories with Playable

Carlsberg

The beer brand wanted to engage fans and drive sales, which saw a 2x increase in redemption.

Arla Sweden

Arla Sweden found a way to captivate their target audience to keep them engaged while also triggering interest in sustainability.

SPAR UK

SPAR UK has cracked the code to customer engagement. Their secret? Interactive and gamified seasonal campaign landing pages!

Explore the platform

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Frequently asked questions

Gamification can help you reclaim power from retailers. It can help you build a strong brand, promote new products, enhance your retail media strategy, drive demand, and foster long-term preferences, among other benefits.

Gamification can drive demand for key products in many ways. For instance, by creating fun and engaging campaigns for seasonal products like summer drinks, or by educating consumers aroung the benefits of a new products using a knowledge game.
Examples include a personality test like “Which summer drink are you?”, or a luck-based game where participants can win free limited edition products or discount codes.

Using Playable’s code validation feature, you can require proof of purchase from participants before they can play. This means participants will need a code available exclusively on your product to access the game, which is an excellent way to drive sales.
You can also use qr-codes on products to promote games directly on your products. This is particularly useful if you do not wish to have single-use codes.

Data is collected via form entries, game metrics (e.g., personality test answers), and analytics tracking.
Data transfer can be exported manually or through integrations, and analytics data can utilize event tags/GTM.

All games are by default mobile-responsive responsive upon publishing.It is also possible to build mobile-only games.
Using the Playable platform, game can also have a specific layout based on the access device category (desktop, mobile, tablet)

Playable offers a fully integrated and advanced prize management system and winner management solution.
You will have full flexibility, control, and security when setting up and awarding prizes.

The Playable platform includes a real-time dashboard and analytics to enable you to monitor campaign visits, registrations, engagement insights, conversion rates, drop-offs by flow step or page, and more.
With over 40 native integrations, you can send your data to your CRM system, integrate it into your email platform, and even connect it to your preferred analytics tool.

For online promotion, you can use any owned channels that can display our games as an iFrame or a webview.
For offline promotion, you can use our integrated QR generator both for on-screen display or high-quality printing.

Playable is ISO 27001:2022 certified.
Data protection policies are in place, and we have procedures to ensure compliance with these policies.
We are also audited by external auditors annually for GDPR compliance.

By working with us, you will receive:

A dedicated Onboarding Specialist to help you get a valuable start to your gamification journey.
A Customer Success Manager as your direct point of contact at Playable, providing dedicated support, data-driven brainstorming, and business performance reviews
Online chat support based in our headquarters in Aarhus, ready to answer any technical questions you might have with a response rate of 17 seconds.

What other FMCG marketers say about Playable

“Code promotions are notoriously difficult to execute digitally: Not anymore – the intuitive, versatile and reliable Playable platform is a true pleasure to work with”

Allard de Wijkerslooth, Media & Digital Manager, Carlsberg

“In just a few months of using Playable’s platform, our engagement metrics have multiplied 4x compared to similar campaigns that don’t employ gamification. To us, this means we are definitely on the right track.”

Tony Fredriksson, Content Manager + Web Editor, Arla Sweden

“It’s often difficult to get that time with consumers. We also do use traditional media, but gamification helps us connect with our audience in a fun and engaging way. Comparing the pricing of a tv spot with a gamification license is no contest: gamification allows us to spend time with our consumers in an affordable way to support an always on presence that we cannot have on traditional media.”

Mia Balle Laursen, Senior Digital Specialist, Danish Crown Foods (Tulip)