Gamification: What it is and How You Can Add It to Your Digital Marketing Strategies

The change in the attitude of consumers, due to the saturation of messages and advertising interruptions, requires a better communication experience with brands, mainly interactive. Through Gamification, users are attracted to participate and brands take advantage of this tool to generate engagement.

Discover how to use Gamification in your Digital Marketing strategy and manage to increase traffic to your website, improve your branding, and stand out from the competition.

What is Gamification?

Gamification is the process of including playful themes in varied contexts such as health, education, or Digital Marketing, with the aim of learning and interactively incorporating new knowledge.

Users can perform different actions that lead to objectives set by the company and, as in any game, the participant receives a reward, a prize, or a motivation.

Human beings think and remember in images, so their use is a great opportunity for brands to be present in the consumer’s mind.

Benefits of Gamification


Gamification in Digital Marketing is used for brands to interact with users through a different experience that involves and interests them. People are drawn to the game and, in that emotional connection, the brand gains loyalty.

To stimulate that loyalty, rewards are offered to participants, generating in them a positive feeling about the brand. By obtaining a prize, which in principle can only be a score, the user is attracted to return to the game.

Gamification is the process of including playful themes in varied contexts, with the aim of learning and interactively incorporating new knowledge.


Stimulating competitiveness among users motivates them to want to improve their performance and to stay in the game.

Even, if possible, participants often challenge others by sharing content on their social networks: giving them rewards makes them feel recognized for their achievements, and want to show them and improve themselves.

Big Data generation

With Gamification, a large amount of data can be collected while users interact with the game.

Also, it allows for identifying different targets and specifying interests and behaviors. The closeness between the brand and its audience facilitates the possibility of granting, in the future, more personalized offers and promotions.

Gamification and Content Marketing

Gamification is the Content Marketing tool that is here to stay: it is the format demanded by the new generations and the innovation that users saturated with images and advertising need.

Generating engagement is one of the most difficult goals in content marketing.

We know that videos perform much better than static advertising; And now, with Gamification, you are trying to reach a new level.

Through the game, if users are motivated and having fun, they are more likely to comment or share it on their social networks. By having people interact with the brand, it is easier to guide them towards the objective of the company.

Generating engagement is one of the most difficult goals of content marketing; now, with Gamification, you are trying to reach a new level.

You can promote products, motivate purchases with discounts, or incentivize the subscription to a newsletter. Through this interactive and quality content, the user is the one who chooses to approach the brand and, in this way, new customers can be captured.

Gamification provides a differential against the competition and improves branding and engagement due to the participation of users with the brand.

Now that you know the benefits of this tool and its importance in Content Marketing, follow this step by step to implement it in your Digital Marketing plan.

How to implement Gamification in your Digital Marketing plan?

Know your audience

Before starting any strategy, keep in mind who you are targeting.

Not only the demographics such as age, gender, or culture of your audience but the common characteristics and interests that you can find among the groups that make it up.

Users have to feel that the game is for them. Therefore, you should know what their skills are and what kind of game themes they interact with the most. For example, trivia, missions with time limits, or accumulation of points.

Look for examples

Research the competition and the brands that have similar segmentation to yours.

Discover the different game themes to find the one that best suits your format and make a list of the types of rewards that you could include for your users.

What do you want to sell through Gamification? How would you do it?

Take note of all the information that you think is important; interacts as a user with games from other brands to understand how to integrate the product.

Determine your goals

First of all, the objectives of Gamification must be aligned with those of the general Marketing plan. Then it is essential to determine what the specific objective of the user’s participation in the game is.

It uses the SMART method “specific, measurable, achievable, relevant, and measured over some time” to ensure a consistent and measurable goal.

Where will you take the user through Gamification? When evaluating the results, what are the metrics you want to achieve? Ideally, games can include analytics to measure goals.

Make it clear which KPIs will be used in Gamification.

For example, to find out if the type of game is ideal for your audience, measure the participation statistics.

Other metrics can arise from evaluating the different levels of the game and the average time that users spend in each one of them; You can also count how many managed to finish successfully and how many dropped out.

Gamification provides a differential against the competition and improves branding and engagement due to the participation of users with the brand.

Set the incentive

Just presenting the game is not enough. Make it clear what is the benefit that users obtain for participating: in Gamification, the incentive is the reward.

If you are still not clear about what could be a good reward for your segment, you can take a survey and ensure a higher interest and participation rate in the game you propose.

Badges for high scores work very well within the game and should be awarded. The rewards types can be discount coupons, valuable content downloads, some merchandise, or some exclusive benefit.

Put Deadlines

The entire work team must be aware of the delivery and closing dates of the Gamification. This allows for better planning and efficient logistics. Also, it is essential to raise expectations and measure the results of the campaign.

You can also use the time resource for users.

Use dynamics that produce a sense of need or urgency to keep participants motivated. For example, taking actions by time or remembering that there are only a few days left to participate.

Examples of game objectives


A type of Gamification can be offered with short-term or long-term objectives, but the most important thing is that it is always clear to the user. The participant must know whether to complete or complete any action.


Competitiveness is very attractive. People look for the feeling of winning or the motivation to outperform others.

Providing a scoreboard gives users the ability to compare themselves to others or to try again to improve themselves.

To collaborate

Collaborative games motivate users to achieve bigger goals. This is a type of Gamification that is used mostly within companies to meet objectives in work teams.

Play by levels

Dividing the game by level shows the player’s skill and motivates him to return to improve himself more and more.

To be attractive, the difficulties of each level must be well planned: we do not want the participants to get frustrated, but we do not want them to be bored because it is too easy.

Play for score

A score is a visible and immediate recognition that the user gets for their achievements.

On the one hand, it grants you a return of your scope in the game; on the other, it keeps you motivated to beat levels and achieve rewards.

Interactive learning

Through simple activities, the user can learn to use the game. This is more convenient than giving him a list of instructions or having him read long texts before starting.

Earn Badges

Providing badges as recognition of achievement or skill becomes an in-game reward that motivates participants to add new challenges.

For them, it is an opportunity to show off their progress in the virtual community; and for the brand, a free visualization tool.


The possibility of an online community around the game makes it more competitive and, at the same time, supportive. It is a space where users can highlight their achievements or help each other.

Examples of Companies that used Gamification as part of their strategies

The success of Gamification meant an increase in traffic and visit time on the websites of many companies. Thanks to this tool, they managed to raise the percentage of recurring users, who return attracted by progress within the game and with the expectation of obtaining more rewards.

Let’s see how some well-known brands implemented it:


Type of game: motivation for competitiveness.

The language app leads users to learn different languages ​​interactively. With nice graphics, it gives them the possibility to compare their progress with that of other users to encourage competitiveness. You can participate with friends or strangers, and qualify in a ranking that awards prizes.


Game type: motivation by levels and benefits.

While we are used to the emotional experience that the brand provides with the detail of the personalized names on the coffee glasses, it surpassed itself and managed to entertain its customers through Starbucks Rewards.

By registering, users receive a complimentary drink in the month of their birthday. Then, if they accumulate points for consumption, they can go up a level and obtain different benefits such as special offers, coffee refills, and exclusive events.


Type of game: motivation by scores and rewards.

The renowned firm motivates users to take action in digital banking where they can obtain certain scores.

With active and simple participation, such as checking the daily movements of the account, users can accumulate points and exchange them for different prizes.


Gamification is innovation as a Content Marketing tool.

Although it requires an initial investment, it can be adapted to different budgets and used for any product or service. Also, positive effects appear immediately.

The demands of digital users ask for new ways of interacting with content: the more satisfactory the experience, the greater the chances that they will share and recommend the brand.

Go ahead and try Gamification in your Digital Marketing plan!

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