Playable marketing

What is it, and why does it work?

By combining the human instinct to play with the fundamentals of gamification, we unlock playable marketing. Using interactivity to engage, it inspires meaningful relationships and delivers exceptional marketing performance.

The power of play

Play is the most ordinary human instinct – it’s how we connect, learn and grow.

Humans are hardwired to have fun, compete, be rewarded and feeling a sense of belonging.

When playing, our minds enter an active and alert state, securing 1st screen focused attention like no other content format.
Play triggers our brains to release feel-good hormones, leaving a lasting impression.
Games allow audiences to enter that world, enabling brands to be etched in our memories—a feat unmatched by any other marketing technique.

Game mechanics

Game mechanics are the building blocks for how players interact with a game. Marketing gamification adapts then to incentivise user behaviour in a marketing context.

Compete

Desire to win over someone else.

Have Fun

To feel easy-going, lighthearted, and happy.

Mirroring

The opportunity to compare ourselves to others.

Challenge

A task set to accomplish, an obstacle to overcome.

Reward

Incentive, feedback, or even the challenge itself.

Key elements of playable marketing

Using interactivity to engage, marketers can connect deeper with their audiences to create more memorable brand experiences.
Playable marketing is proven to be both efficient and effective, delivering measurable and impactful results that optimize marketing budget spend and focus.

As an inherently data-focused approach, it provides valuable insights to help marketers acquire, grow, and personalize audience experiences.

And as a performance-driven solution, playable marketing supports a wide range of KPIs across every touchpoint of the customer journey.

Extraordinary marketing performance

Whatever your marketing challenges are, playable marketing delivers effective performance across a spectrum of marketing objectives:

Build awareness

Build brand awareness with memorable campaigns that bring your products to the forefront.
Stand out from your competitors with interactive campaigns and increase time spent with your brand.
Educate your audiences more effectively.

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Acquisition:

Capture marketing permissions and grow your audience with valuable first and zero-party data.
Focus on revenue growth from increased purchase intent, basket size and lower acquisition costs.

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Engagement:

Generate better engagement and quality traffic across the channels that matter.
Improve ROI with a focus on conversions, while lowering ROAS.

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Retention:

Foster repeat purchase and cross-selling opportunities to enhance customer lifetime value.
Personalised engagement using data-driven insights gained from gamified campaigns.
Prevent churn, ensuring lasting customer relationships.

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Loyalty:

Offer exclusive content and rewards to your VIP customers through gamified campaigns in your loyalty channels.
Nurture increased usage, repeat traffic & sales.
Drive community building and encourage long-term brand advocacy.

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