It doesn’t seem that long ago that conferences were jammed with sessions on how techniques and ideas from the world of electronic gaming were revolutionising marketing.
Games are highly engaging, and brands are always seeking greater engagement, so the idea of the ‘gamification’ of campaigns seemed like a logical development. Hence leader boards, points systems and completion bars started appearing in all manner of digital campaigns, as marketers sought to entice audiences to stay engaged with them for as long as possible.
Fast forward to today however, and pretty much no one is talking about gamification. So was it just an overhyped fad?
“I think that, thankfully, the early days of ‘gamification’ are officially behind us,” says director of strategy at Melbourne-based agency Hardhat Digital, Dan Monheit. “The era I’m referring to was the one in which every client wanted every campaign, website,
Article source: https://www.cmo.com.au/article/640752/rethinking-gamification-marketing/
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