Fact vs. fiction: 5 common misconceptions about gamification
Roughly a 4 minute read by Evie
Gamification doesn’t always get the recognition it deserves. Some see it as a gimmick, others think it’s just for younger generations, and many assume it’s either complex to implement or tricky to measure.
The truth? It’s anything but.
A gamification strategy is quickly becoming a must have for brands looking to meet rising digital expectations. As part of a well-rounded marketing plan, it’s a serious commercial driver that creates meaningful interactions, strengthens customer relationships, and delivers data-led results that go far beyond basic brand awareness.
In fact, research suggests that gamified strategies can improve conversion rates by up to 50% and sales performance by 3.5 times.
Yet, despite all the evidence, the same misconceptions keep cropping up. So, let’s take a moment to set the record straight.
- “Gamification = Games.”
Reality: Gamification is where marketing meets gaming. It blends strategy, psychology, and bespoke design to create immersive brand experiences. It’s not about building games; it’s about using game mechanics to activate your brand, tell stories, and engage audiences in a way that feels seamless and rewarding. Think challenges, rewards, and interactivity, all tailored to turn passive audiences into active participants.
We’ve gamified exercise for charity through our Elympics initiative - featuring a leaderboard, activity tracking, and rewards.
- “ROI is hard to measure in a game setting.”
Reality: Gamification isn’t a black box when it comes to data. Live reporting dashboards can track everything, from redemptions and sign-ups to session length and purchase behaviour, giving real-time insights into performance and feeding first-party data directly into your CRM. And because success looks different for everyone, gamification can be shaped around your specific goals and priorities - whether that’s brand engagement, retention or increasing customer lifetime value.
Explore the results we’ve delivered for top brands like Jet2Holidays and Desperados, and play the live demos right here.
- “Gamification is just for kids and young adults.”
Reality: Think gaming is just for GenAlpha and GenZ? Think again; 73% of internet users aged 45-64 play games on at least one device, with adults also hunting for deals, entering competitions, and chasing loyalty rewards on a daily basis. Gamification works because it taps into natural behaviours - curiosity, competition, and the drive for rewards - making it a powerful marketing tactic for audiences of all ages (looking at you, Mum)!
- “Gamification doesn’t fit our brand.”
Reality: Gamification isn’t one-size-fits-all; it’s as unique as your brand is. Whether it’s tapping into nostalgia, showcasing partner brands, or using sound and touch to create sensory memories, gamification brings your brand story to life like no other tactic. From subtle loyalty perks to bold interactive campaigns, it can be tailored to enhance your identity, not change it, turning brand engagement into a truly immersive experience.
For almost a decade, we’ve delivered gamified campaigns for Jet2holidays, with our latest easter-themed activation delivering over 28m plays. Play the demo.
- “The technical setup is too complex.”
Reality: It’s true that the technical side of gamification can seem complex, especially without the right expertise. That’s where a specialised gamification partner becomes essential; to handle the heavy lifting. With access to your existing systems, your agency partner can take care of the majority of the technical setup, ensuring compliance with data protection, seamless cross-platform hosting across apps, websites, and microsites, and integration with CRMs, marketing automation tools, and customer data platforms for a hassle-free launch.
Ready to get started?
With the global gamification industry valued at £17bn, and projected to grow to £115bn by 2032, now is the time to unlock its full potential - and we’re here to help you do just that.
No matter your industry - hospitality, travel, retail or beyond - we can work with you to craft high-impact, results-driven experiences. Ready to take the leap? Let’s talk.