Marketingblatt - Marketing Blog


How to activate leads and customers with games

W4 | W4 / October 21, 2019

The human psyche has always been designed to compete with other individuals. Therefore, it is not surprising that we like to carry out activities in which we can measure ourselves against others. This also includes games that are embedded in marketing campaigns to generate new leads and generate loyal customers.

Gamification is an extremely useful method when used correctly. Many industry giants have successfully implemented marketing strategies with Gamification. With online games and competitions, tired eyes are reawakened, the focus is sharpened and the business and emotional ties are re-strengthened. Companies move back into the center of attention and emerge from the mass of classic retention programs.  The term gamification encompasses the use of game-typical elements - high scores, rankings or awards - in seemingly "foreign" contexts. Placed appropriately, not only complicated, dry and/or seemingly uninteresting content can be attractively designed. The recipient of the gamification is successfully motivated to interact with the sender and at best is influenced in his behavior.

Options to deploy gamification campaigns

Gamification is particularly interesting for companies with high competitive pressure, because the emotional attachment to companies and products reduces the risk of switching suppliers. Dealing with the brand and its products creates identification. The positive feelings experienced in the game are transferred to the supplier and the products of the game - one of the best prerequisites for any purchase decision.

Gamification can be used in all areas of the Customer Journey.


Lead generation: Gamification campaigns can be used to reach new target groups: either as part of a business expansion, a geographical expansion or in connection with an expansion of offline marketing channels into the digital realm. At the same time, new leads within the existing target groups can be made aware of products and brands in digital channels.

Customer loyalty/ customer care: Professional gamification concepts motivate customers to interact. They strengthen the positive public perception of products, brands and companies.

Website optimization: As an element of content marketing, games ensure more traffic on company websites.

Customer wish analysis: With a suitable gamification concept, providers get an overview of their wishes based on the individual game decisions of the customers.

Sales promotion: If the purchase of a product contains the prospect of a further profit, customers are demonstrably more likely to take action. Whether it's automatic participation in a lottery or the popular way of earning loyalty points - the goal is always the same: selling.



Gamification aims to encourage people to do something actively. If they do and interact online with companies, their behavior or attitude can change according to the procedure: First you have to get the ball rolling, then you can steer it more easily in a certain direction. The action can be either intrinsic or extrinsic.

intrinsic = from within, on one's own initiative; caused by incentives inherent in the matter
extrinsic = determined from the outside, controlled, excited

The intrinsic motivation is preferable to the extrinsic. People are intrinsically proactive, but need an impulse from outside, for example through marketing campaigns with gamification. According to this, the chances of success for digital campaigns are good if the users have a rewarding experience. This experience can be sufficient and does not necessarily have to be linked to an actual reward in the form of profits. Rewarding experiences can be points, levels achieved or other elements in games.


Once a contact, customer or lead has entered the game, it is important to keep them involved throughout the campaign. Through various elements integrated into the game, he keeps an eye on his status – be it satisfactory or rather poor – and the dynamics of feeling that he is getting even more out of the game through new interaction. Build your gamification from the participants' point of view and integrate these elements:

  • Visible status of the player
  • Viewable ranking of all players
  • Puzzles or diligence tasks ("quests")
  • Transparent results
  • Feedback on player activity
  • Convincing significance of the goals in terms of content ("epic meaning")
  • Dynamic progress display of successes
  • Collaboration in the Community
  • Information suitable for the respective task


Do you want to learn more about gamification campaigns?

In our whitepaper "How to use gaming campaigns to retain customers and win new ones" you can read how to set up your own gamification campaign in 5 steps. We have also prepared a campaign that you can use this year to close the season at Christmas. We have included a best practice with empirical values in our success forecast.

And because we're talking about games and competitions right now, take a look at the last page of the whitepaper. There we have deposited a chance of winning for you, so that you can really take off!

Click here to download:

Read White Paper

Tags: Content Marketing Inbound Marketing Gamification

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Sarah Wilhelm
Sarah Wilhelm
+41 44 562 49 39
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