Online gaming

Online games are opening up a new horizon in the customer engagement segment


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By Apurv Modi, Managing Director and Co-Founder, ATechnos

Take a moment to review these statistics. In 2019, there were 2.1 billion mobile video game players worldwide. In India, the gaming industry is estimated to be worth US $ 1.1 billion in 2021. Interestingly, the average age of gamers is around 33 years old. In addition, the mobile gaming market in the United States is expected to reach $ 11.35 billion by 2025. It is evident that video gaming is one of the most enjoyed activities by all age groups and that It is very popular on mobile phones.

The relationship between gaming and customer engagement

You might be wondering what the game has to do with customer engagement. To tell the truth a lot of things! The gaming industry introduced the concept of gamification to business. We love to play games and we love to win. It is this desire to control and create your own experiences that drives us.

Marketers who want to create engagement with their customers can use working on this psychology of their customers to make them part of their brand story. When brands seek customer feedback and give them a solid reason to become a contributor, the results can be magical. There are three main reasons for this.

  1. Players love a personal connection. They like being able to contribute to the success of a brand by contributing of their own accord.
  2. Players love to be rewarded. Starbucks knows this and rewards its customers. Get more points and earn a reward. Customers like it.
  3. Players enjoy competition and share their victories and achievements with others. This gamer trend can be further harnessed by businesses to build a loyal and highly engaged user community. Competitions and challenges are a great way to bring out this quality in your customers.

What are the different ways to integrate gaming into your brand?

Offer an opportunity

It is a well known fact that humans fear losing good opportunities. This concern is even more exaggerated among millennials. A survey found that seven in 10 millennials feel FOMO or the fear of missing out. So, making young customers feel like time is running out or that their friends or acquaintances are buying something similar is a sure way to get them to take action. Adding a few gamified tactics can also add more fun.

For example, the Grammarly grammar checker mobile app rewards and praises customers who write flawlessly. It also offers flash discounts, limited time offers, and other sales that encourage users to upgrade their membership to a premium membership.

Make your customers feel important

Customers like to make positive contributions. So give them that feeling by involving them in your daily activities or in improving your product. Giving data or information can make them feel like they’re helping. Google Maps is one such product that encourages its users to provide data on missing locations, changed addresses, and disruptions on a set route in order to make it easier for other users to use.

Create a status symbol

Everyone loves to win and be on top. When users know they have a chance to go ahead and reach the top, they will want to use or purchase more of your service. Airbnb is a great example, it uses its Superhost feature to invite more users to rent their accommodation through its online portal.

Encourage progress and completion

Websites like LinkedIn have a progress bar that shows what percentage of your profile is complete. It is an effective technique in the game that causes people to finish what they have started. You can add more to that and award badges to your customers and access premium content or products whenever they complete a specific set of tasks on your platform. Myntra does this effectively by encouraging users to purchase a certain amount and place a certain number of orders before involving them in Myntra Insider.

Gamification is an excellent complement to an existing customer-brand relationship

For brands that already have a good user base and strong sales, gamification can help take their popularity to the next level. However, a poorly integrated game strategy can also backfire. Brands and businesses need to remember that a good gamification plan will only work if they have an ongoing relationship and high-quality products and services to rely on. Otherwise, they run the risk of losing customers to competitors. After all, gaming strategy is only part of the whole and cannot be too important to the customer experience.

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