Gamification Promotions & Branded Mini Games

RETURN2SENDER 23 February 2024

What is Gamification?

Gamification is the application of game psychology and other skill based formats that will encourage participation, engagement, and retention of players over time in a promotion or marketing programme.

Examples of Gamification?

Some examples or formats of Gamification mechanics include collector/loyalty mechanics, quizzes, leaderboards, points, badges, level ups, treasure hunts, mini games, match prediction games, bracket games, voting mechanics, spin the wheel, scratch-cards etc etc.

Guinness Pint Predictor – Predict the rugby game to win
KFC Bucket Challenge – play the Augmented Reality treasure hunt to collect rewards
McDonalds Monopoly – collect and win instantly
Ladbrokes – spin the wheel to win instant prizes

What are the benefits of Gamification in promotions?

Here are some of the main benefits of Gamification in promotions:

-Consumers are actively involved in or (say in the case of augmented reality) immersed in the promotion or experience.

-It’s more memorable and because it’s more memorable this aids brand recall, increases opt in rates, intent to buy and stimulates word of mouth.

-It is habit forming. Gamified promotional mechanics, like apps, tend to be habit forming and retain players over time with clever nudges like badges, level ups, leaderboards etc. The more you play the better it gets and the greater your chance to win. They are hard wired into the brain and leverage neuroscience and behavioural economics to encourage repeat entries.

-Consumers value the experience more.  If they have to work for it, they might feel they have a greater chance to win if they can influence the promotion or ‘master it’ by using their own judgement or skill. For example in a  ‘win every hour ‘ promotion a shopper might decide to enter the promotion in the middle of the night to better their chances of winning.

-The rewards are intangible ( e.g. you earned a level up or free badge). If the rewards are intangible you don’t have to spend as much money on prizes ( although let’s be honest it’s hard to beat a good prize fund!). One area to watch here is NFTs and tokens, blockchain etc.


What are the elements that I need to include in my gamification campaign or promotion?

As with anything we do, everything starts with the brief and a proper set of objectives to ensure that the promotional mechanic (be that gamified or not) answers the brief.

Here are some considerations specific to Gamification:

-What type of experience can we create to match the brand personality ( if the brand is a premium brand then a scratch card mechanic might not be a great fit)
-How can we retain players ( leaderboard, bracket game etc)
-What email alerts or level ups are required to keep players coming back ( e.g. more prizes this week, look who just won) – how can we respond to real live events to amplify the promotion ( e.g. if xx players scores, you win TBC prize)
-What is the budget? Gamification promotions require more budget than traditional budgets
-What can we learn from Neuroscience to stimulate engagement ( e.g. RAMP model: Autonomy, Mastery, Purpose, and Relatedness)
-Legal requirements ( e.g. we can’t have child appeal or gambling references in our advertising so how do we ensure our promotions adhere to that also)

What we offer: 

Return2Sender has created numerous web, app and augmented reality promotions and experiences that leverage gamification including

AVIVA HealthMate – pedometer track steps, win prizes
Bank Of Ireland – endless runner and quiz game, win prizes earn badges
Jameson Destination Dublin (pub tour) – earn badges, complete the tour get a free drink
Guinness – scan the pack, play an Augmented Reality rugby game win instant prizes
Just Eat Leaderboard – visit and sign up restaurants and win points on the leaderboard
Gordon’s Spin For Gin wheel of fortune
Guinness Match Predictor – predict and win
Treasure Hunts – Butlers Chocolate, WSI
Schweppes – Ginspiration logo quiz
Smirnoff – Make & Shake (a cocktail to win instantly)
Carlsberg Quizzes

Contact Us if you would like us to come up with some Gamification ideas and pricing  for your next promotion.


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