Gamified Experiences

Use the stopping power of gamification to transform your stores or bring your brand to life.

Gamified Experiences are a powerful way to connect with your customers, encourage exploration and promote brands – or your own products.

Ksubaka offers a range of custom games that can be tailored to your brand – or we can develop custom content to entice your customers to play and explore.

Games give us unnecessary obstacles that we volunteer to tackle. — Jane McGonigal

Gamification in action: case studies

Ksubaka screens have been developed and deployed for retailers, including Tesco, Topshop and a range of supermarkets in China, and brands like Pepsi, Nestle and Barilla pasta.

Case Study

Tips for retail gamification

As we mentioned above, creating gamified experiences is not as simple as just putting games in your stores. The experiences must be compelling, original and connected to your brand.

Here are 8 tips for successful retail gamification:

  1. Define your goals – and ensure your gamified experience contributes to your strategy.
  2. Design game mechanics that align with your brand.
  3. Reward customers early and often.
  4. Give customers a challenge – but also a good chance of success.
  5. Keep games simple so everyone can play.
  6. Personalise games so customers feel invested in the activity.
  7. Use progressive difficulty so that advanced gamers can progress to bigger challenges.
  8. Ensure all players are rewarded when they finish – no matter how far they progressed.

Gamification in retail: the benefits

Gamification is a simple way to make tasks more fun for your customers. Instead of trying to convince customers to engage with your brand, we use game design techniques to create experiences that your customers can’t resist.

Building a rewards program

Customers love rewards. But one of the hardest parts of any rewards program is getting customers to enrol in the first place. How do you convince customers to complete a form when they’ve finished their shopping?

Ksubaka digital screens make it easy to create engaging experiences that attract a wide range of customers. We can use gamification to help convey the benefits of membership, and combine a reward for completing the game with a sign-up process. In-store gamification can also be used to engage customers who are already enrolled in your rewards program and encourage customers to use the benefits of membership.

Creating gamified retail experience

Bringing gamification into your retail environment isn’t simply about creating a diversion for your customers. Nor is it purely a way to harvest customer data. Done right, gamification is a way to delight customers with a novel experience, while also helping them learn more about your store or your brand. And at the end of play, a reward encourages customers to feel positive about the experience, and can also encourage brand loyalty or changes in shopping behaviour.

Creating a gamified retail experience must consider the customers’ needs and desires, while also incorporating the goals of the store or brand behind the game. The game itself must be fun, original, and related to the retail experience. By developing irresistible game experiences and locating them at key points in your stores, you can build stronger relationships with your customers and create another reason to shop offline.

Pros and cons of gamification in retail marketing

We’re passionate advocates of gamification because we see how it supports our client’s CX and engagement goals. However, we do know that gamification doesn’t always work and there are certainly ways to get gamification wrong.

Here’s our summary of the benefits and risks of using gamification in your marketing.

Pros

  • Play and competition encourage engagement.
  • Gather data on your customer’s preferences.
  • Reward customers for their engagement.
  • Improve your retail customer experience (CX).

Cons

  • Game experiences can feel superficial if not aligned with your brand.
  • Lack of rewards can make customers feel they’ve wasted their time.
  • Excessive gamification can lead to customer fatigue.
  • Poorly designed games can create negative customer experiences.

Gamification marketing tools

With Ksubaka, you can deploy a complete gamified experience in a matter of weeks. Our platform provides everything you need to engage your customers. We’ve already delivered hundreds of gamified experiences for major retailers and global brands, giving them a complete ecosystem that includes the interactive touchscreens or digital kiosks, the data gathering tools and hardware monitoring platform. You can achieve all your marketing, loyalty, engagement and CX goals with Ksubaka Gamified Experiences.

Inspiring gamification examples

Our clients cover a wide range of brands and retailers, who all have very different needs. For each client, we create original gamified experiences that are aligned with their brand and true to their customers. Read more about how we created a gamified brand experience for Topshop and Topman. Or about how we got people playing with pasta recipes for Barilla. Or about how we helped Milka (Mondelez International) teach customers about their new product.

These are just a few inspiring gamification examples from our collection of case studies. Will you be our next?

Future of gamification

Gamification has been with us for millennia. Teachers, employers and parents have always used the language of games to encourage participation and to make activities more pleasurable and rewarding. This is why gamification is not a trend that will ever expire; its basic principles are too intrinsic to human nature for gamification to ever go out of fashion.

What is likely to change is how organisations use gamification. And we believe that the greatest driver of change will be technology. Brands, retailers and gamification providers will adopt new technologies so they can enhance the power of gamification and engage users in novel ways. Emerging technologies that are likely to change the nature of gamified experiences include voice user interfaces (VUI), artificial intelligence (AI) and augmented reality (AR).

Developing gamification strategy

As we noted above, the most important part of your gamification strategy is to align the play with your brand. Games must be meaningful and contribute to your brand story. The most powerful gamified experiences are not simply decorated with your logo, they are intrinsically linked to your brand, with every component, including the music and gameplay, aligned to your corporate identity.

Gamification should be used to create deeper experiences that leave customers with lasting value, such as new knowledge, a voucher or branded content.

Real people as influencers

Social proof is one of the six principles of persuasion identified by Dr Robert Cialdini. And what better way to make use of social proof than to encourage customers to share their play and interaction online. Every time your customers post about your game online, you get additional brand exposure, as well as the implied association with the customer who posted the mention. Your Gamified Experience can turn every shopper into a social media influencer.

Why gamification works

Gamification works because people love to play. We are all naturally inclined to compete and to want to resolve challenges that we encounter. Playing games is known to activate the brain’s pleasure circuits, and cause the release of dopamine, the neurotransmitter that is associated with recognising rewards. So not only do customers enjoy the experience, but their brains confirm that the experience is pleasurable.

Gamification works because it relies on our natural human compulsion to play, rather than trying to coerce people to engage with our content. Gamification makes brand experiences fun and compelling. Instead of resisting our content, customers are more likely to willingly choose to engage – and spend far longer with our content than they would otherwise.

Gamification is not about manipulating customers, it’s simply a way to motivate customers by giving them a positive experience.

Transform your retail environment with Ksubaka

Ksubaka brings the power of digital technology into retail environments. Your bricks-and-mortar store can engage customers by using gamified experiences, interactive surveys and our platform for enabling offline-to-online shopping.

If your store is ready to become a 21st Century retail destination, we can help. Contact our team to book a demonstration of our Smiles surveys, Gamified Experiences or Cloudshelf.

Request Demo Today