Introduction to the basic concepts of gamification in marketing and advertising.

1. The trend of using
gamification in marketing
and advertising
AUTOR: MATVEY RASNER
STUDENT NUMBER: 158901199
SUBJECT: Digital Marketing MKM915SAA
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2. Table of contents
3. Why Gamification?
4. Definition
5. Banner blindness
6. What is loyalty
7. 2 types of gamification
8. Gamification mechanics
9. Theory of Psychotypes
10.Summary
11. Popular examples
12.Sources list
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3. Why Gamification?
• According toMarketsandMarketsgamificationmarketis
expectedgrow upto $30.7billion, by2025!
• Nowadaysit becomesreallychallenging formarketers to
communicatebrandassetsusing conventionalchannels.
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4. Gamification - the process of systematic
integration of game elements into non-game spheres.
Gamification
Dynamic Mechanics Aesthetics
Social
interaction
Design
One of the main tasks of gamification is the fight against banner blindness.
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5. Banner blindness
- psychologicalopticalillusion, consisting inasubconsciousunwillingness to notice
advertising banners or something thatresembles them
Anotherimportanttask ofgamificationis theformationof consumerloyalty.
According tothe 2019Edelman Trust Barometer Report:In Brands We Trust,3 out of 4 respondents said they use
one or more advertising avoidance strategies. Almost half of those surveyed confessed tousing ad blockers.
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6. Loyalty - the preference of consumers formed as a result of
generalization of feelings, emotions, opinions about a product or service
The formation of loyalty - the result of a person's
interaction with the brand.
AWARENESS ATTENTION COLLECTING
INFORMATION
PURCHASE RETENTION
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7. Gamification
White hat Black hat
Positive motivation Negative motivation
Bonuses/prizes Manipulative approach
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8. Gamification Mechanics
• Scores
• Badges
• Levels
SBL System
Leaderboards
Virtual Economy
Interactive design elements
• And others…
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9. Richard Alan Bartle's Theory
of Psychotypes
Killers Achivers
Socializers Researchers
• Achivers The main thing for him is the
extraction of resources in any form
• Killers He is not interested in resource
extraction, but in an attack in order to take
someone else's and prove superiority
• Researchers Values freedom of decision-
making most of all, and the most interesting
process is the search for secrets
• Socializers For him, a game is a format of a
social network. The main thing is the ability to
share and communicate with other users.
Acting
Counteracting
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10. Some examples of gamification marketing
campaigns
McDonald’s Monopoly Game
My Starbucks Reward
Nike+
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11. 06.04.2022 11
Summary

12. Sources list
• Edelman Trust Barometer Report: In Brands We Trust URL:
https://www.edelman.com/sites/g/files/aatuss191/files/2019-
06/2019_edelman_trust_barometer_special_report_in_brands_we_trust.pdf
• Markets and Markets URL: https://www.marketsandmarkets.com/Market-
Reports/gamification-market-991.html?gclid=CjwKCAjw8-78BRA0EiwAFUw8LF0-
kez08PV5odYA8LSE5HzAhehKJGY3GS9Xq-V3oC9wecRQD7CiIxoCnRwQAvD_BwE
• ”Top 10 Marketing Gamification Cases You Won’t Forget” URL:
https://yukaichou.com/gamification-examples/top-10-marketing-gamification-
cases-remember/
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13. Thanks for your attention
!
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