This document discusses how brands can use gamification to engage customers and build loyalty. It notes that it is 6-7 times more expensive to acquire a new customer than retain an existing one. Gamification uses elements like rewards, levels, progress, and meaningful choices to motivate customer participation and continued engagement with a brand. Examples are provided of how Club Psych and Samsung Nation saw increased user engagement and loyalty through gamified experiences. While gamification is not always necessary, the document argues it can be a powerful tool when integrated into a brand's content and engagement strategy.

1. t h e a s s ig n men t
10 minutes on any topic

2. Brands are in a
race for attention

3. tion!!
atten
EN G A G E
DE L I G H T
L O Y A L T Y & AD V O C A C Y

4. i t ’ s 6 -7 ti mes more exp e n s iv e
to gai n a n ew c usto me r than
r etai n an ex ist ing one Bain & Company

5. S O , H O W D O WE
G ENERA T E L O Y A L T Y ?

6. with free will
and fun *
* Remember: work is not the opposite of fun

7. using gam·i·fi·ca·tion
to e n ga g e a nd t o de lig ht = )
n W H Y IT WO R K S
n EXAMP L ES

8. Activity
Loops
levels and
p r og r e s s

9. Y ou hav e brains in your he ad . Y o u ha ve f eet
i n yo u r sho e s.You can st e er yo u r sel f a ny
direction you choos e. Dr. Seuss
Free to make
choices
me
con
ga
fi
s of the
ne
MEANINGFUL CHOICES

10. reward S
Intrinsic
Rewards
Consume content > Show Expertise >
Gain Reward
Extrinsic
Rewards
Perform action > Reward
D i f f i c u l t y

11. Nearly 126 million people in the US will
play a game on their mobile phone at
least once a month eMarketer
and i t’ s n o t j ust k i ds.
The average age of a game player is 30.

12. if
am
ion ...
at ts
ic
oin
, p
g
ls
eve ess!)
(l
ogr
pr

13. ga
tion
ifica
m
ints,l
(po
oard)
aderb
e

14. Club Psych
130 percent jump in page views and a 40 percent increase in return
visits to the Psych website with the Club Psych
Integrated social media mystery game called #HashTagKiller has
driven more than 95 million page views from 300,000 unique users
from entrepreneur.com

15. Samsung Nation
Where users earn badges for completing activities such as writing
reviews, watching videos and participating in forums
User behavior such as product reviews increasing “hundreds of
percent per month,” according to Badgeville
from entrepreneur.com

16. Complement Content
Accelerate Engagement
Build Loyalty
It’s not always the answer.
But it’s too powerful to be an
afterthought.

17. q ue s t io n s?

18. w h y t h a n k y ou.
nicole