Take it to the next level with gamification | Business Insider India

We live in an adrenaline-fueled economy – engaging and stimulating our senses with almost everything we do, whether it’s scrolling through curated videos on Instagram, looking forward to watching a T20 game or even chat live with other Mirzapur fans. In an age of short attention spans, it is necessary to have the right consumer engagement strategies in place. So brands and content providers seek to convey their message while eliciting a response from viewers in a way that keeps them coming back for more.



To do this, data is essential.

Games make it easy to capture data. They engage users in an active way that provides a constant adrenaline rush. This fundamental nature of games has given content providers a way to integrate game mechanics into content and better engage audiences.

The game provides a two-way interaction channel between the user and the game. Not only does the game influence the users, but the users also direct the flow of the game with their every action. This engagement helps algorithms recognize, learn, and respond to user actions, helping to build a profile of the user and their personality that helps the service provider deliver content based on history, patterns, interests users and more.

promises and perils

The great opportunity of gamification is that most content, whether sports, news, TV, or non-fungible tokenized collectibles (NFTs), are very linear experiences; and don’t have engaging meta-experiences around them. As Matt Bailey, Founder and CEO, GameOn, says, “This creates a less than exciting experience for fans, which translates into low engagement, low retention, and low monetization for content owners and stakeholders. Fans want to play, they want to influence the content they consume and don’t want to be just passive viewers, especially Gen Z and Millennials.”

Gamification has become an essential tool in implementing consumer engagement strategies that can solve a company’s consumer acquisition and retention goals. Gamifying the shopping experience, watching sports, news, real estate shows, or any type of content lets you connect with anyone, anywhere and enjoy a moment of connection around a game. In addition to that, it also connects users with rights holders. “A large proportion of our viewers consume our content on linear television. With gamification, we can try to make their experience seamless. Suppose the person sings on a real estate show, viewers can tap their face and vote for their favorite singer. This can help us keep our audience engaged and coming back to our platform,” says Divya JanardhanaProduct Manager (Head Gamification), Zee Entertainment.

Although we know that gamification can play an important role in creating a deep level of engagement, it is also necessary to note the challenges it faces. Rahul Bhardwaaj, Co-Founder and COO, jungle games, points out that “overgamification” can be a huge “turn off” for users. “If you play too much, you will end up creating a cult of users who will only be interested in the game, which will eventually alienate other users. In fact, playing too much can complicate your product and distract users from the main task. says Rahul.

Discover – www.gameon.app

Disclaimer: This is a sponsored post in partnership with Gameon