Gamification Marketing For Dummies. Zarrar Chishti
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will hit the ground running. If you’re seeking an older audience, you’ll need to make sure to include multiple explanation elements along with a simpler graphics and mechanics.
Determining duration and frequency
Consider the longevity of your gamification marketing campaign. How long will your campaign last? This is especially important for gamification campaigns, where you’ve invested huge resources creating a unique marketing vehicle. Ideally, you want your campaign to last long enough for your target audience to engage fully.
What’s popular today may not be popular tomorrow. Gamification works best when it’s based on trends, but you need to identify a sensible longevity for those trends.
Try to provide a means for getting customer feedback (see Chapter 10). This can be through forms, chat bots, and social media platforms. Then keep track of public interest in your campaign and make adjustments accordingly. Being able to show your audience you’re listening will produce a positive reaction on social media.
Be flexible. Don’t be afraid to end the campaign sooner than you thought, if you identify interest going stale or, worse, you’re getting negative feedback. Figure out what’s working in your current marketing efforts. You may not need to change everything — just adjust anything that’s causing negative reactions.
Be innovative. Innovation is what gamification is all about. Be creative with your gamification elements. Pay attention to what’s current. Don’t be afraid to be a trendsetter!
After you’ve worked out the ideal duration for your campaign, consider the frequency of it. How often will you bring out a new campaign? Gamification elements are expensive to design and develop, and gamification campaigns can take a lot of effort.
One-off: When the campaign ends, so does the narrative for the gamification elements. When reusing the gamification elements for the next campaign, you’ll produce a brand-new narrative. This approach works well when your audience is exposed to your campaign over longer periods. In this case, a new narrative will reignite their interest in your marketing efforts each time you launch.
Series: Just like a TV series, your campaign’s narrative continues from where it left off with the last campaign. This approach can be extremely profitable in marketing terms. Your message is repeatedly pushed to your audience with minimum effort (after the first launch). This approach works for campaigns that are short, leaving your audience wanting more.
Seasonal: Here, you deck your campaign with the seasonal themes. The most popular version is Christmas, which has historically been the most engaging time for gamification campaigns. This approach can work for medium to short-term campaigns. It can even work for long-term ones as long as the seasonal theme is incorporated within the campaign rather than treated as a relaunch.
In Table 2-1, I compare the various frequencies against the gamification models I look at earlier in the chapter.
TABLE 2-1 Determining the Best Frequency for Your Gamification Model
| Game Model | Cost | Development Time | Best Frequency |
| Action | Low | 1 to 2 weeks | Series, seasonal |
| Simulation | High | 3 months | One-off |
| Interactive storytelling | Very high | 4 to 6 months | One-off |
| Adventure | Medium | 2 to 3 months | One-off, seasonal (incorporated) |
| Puzzles | Low | 2 to 3 weeks | Series, seasonal |
| Word-based | Low | 2 to 3 weeks | Series, seasonal |
| Skill-based | Medium | 1 month | Series, seasonal |
| Multi-player | High | 2 to 3 months | One-off |
| Educational | High | 2 to 3 months | One-off, seasonal (incorporated) |
| Role playing | High | 2 to 3 months | One-off |
Avoiding the Big Mistakes
In this section, I share some of the mistakes I’ve made so you can avoid making them yourself. Believe it or not, the list was originally much longer — I’ve shortened it to the most important mistakes I believe can be easily avoided with a little care from the start.
Depending on desktop
Mobile phones and tablets are everywhere, so as a marketer you need to make sure your gamification elements are developed using mobile-friendly interfaces.
As I explain in Chapter 6, having a responsive game design means that