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December 30th, 2014

DSC_1507Your team has spent months (or years!) developing the newest product. There’s been research and development—drawing boards and debates. At last, it’s time for the big reveal! How can gamification help your audience connect with your product? We’ll move forward with a simple series of questions.

Who is the Audience?

Although it may seem like gamification is a technique better suited for the younger demographics, studies show that video games are relevant for all ages.1 Rest assured, there is a game that’s perfect for your target audience, one that can help spread the news and enthusiasm about your product.

What is the Product?

It may be easy to assume that gamification only makes sense at product launches if your product is technology-based—such as apps or software; however, gamification is affecting and enhancing nearly EVERY industry, from healthcare and education, to car manufacturing and hospitality. Games for product launches can be simple, generalized, fun arcade games that improve interaction and lead into your product, or they can be customized—created specifically to encourage interest and help show your audience how the product can be used. “For marketers, gamification is a very effective and genuine way to get consumers to interact and build relationships with a brand.”2

How is it Launching?

For trade events and consumer events, the games presented can be offered in kiosks, on touchscreens, or through video wall displays where interaction and the gaming challenge enhance the event and create additional interest. For the follow-up to your product launch event, gamification is just as easily applied to email campaigns, websites, landing pages, and through newsletters—and don’t forget Facebook! Combining social media games with your product launch is a smart decision for expanding your reach and getting the word out about your product in a “viral” fashion.

What Style of Game is Best?

Many product families naturally pair with certain game styles. For instance, racing game apps are an ideal match for car manufacturers. Simulation games work well for the health and beauty industries. However, brands can still get a significant reaction from gamification as simple as a puzzle, arcade, or maze that is paired with the product logo and slogan.

We end with this suggestion for overall success in gamification:

“Users should understand . . . up front, how things work, what they need to do and what to expect in return.  Information and calls to action should be delivered in small usable chunks with minimal friction and with a clear progression. When designing a program . . . keep it simple, keep it engaging, and to the best of your ability deliver an experience that tells a story of personal or professional growth.”3

Resources: 1The ESA, 2Forbes, 3Badgeville

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