Introduction to applied gaming

Published on 12/12/2012 8:45:26 PM by Admin. Edited on 12/30/2019 9:28:52 PM by Admin

Gaming is one of those directions which is hot everywhere, not only for the entertainment industry but also for education and businesses.

Gaming is one of those directions which is hot everywhere, not only for the entertainment industry but also for education and businesses. A new market is slowly expanding as pioneers explore the boundaries. This area is related to gaming on websites and shops. These games are used to attract and to keep visitors on the website. And everyone knows, the longer a visitor is visiting your shop, the higher the chance they actually buy something. So how does that work?

Well in theory when they visit your site you distract them with something fun to do which in return hints at your products or services. While they’re playing they will notice your products, interact and maybe even buy them. In practice these sort of games feel a bit “standalone” not really related with the business. On the other hand the ones that are integrated mostly aren’t more then a “reward” collecting game where the user collects rewards for things they buy or do on the website. These last type of games are rather popular but aren’t attractive if you don’t need to buy anything there. Beside user may get bored from collection the tenth reward or badge. Some even feel mislead as the rewards don’t seem fitting for the service.

Notable businesses offering such services for badges on webshop are Badgeville, Bigdoor and IActionable. But what I think is that website should let the user interact with it on a playful way, something they would return for only because it was fun. If your user has nothing to do on your website they won’t come. You can do this by hosting events, social media campaigns or even a simple but addictive game where users collect points.

When the user opens your site he should be able to start and play the game as he browses your site. Don’t force him, not everyone has the time or the wish to play any games, but you could gently attract him towards that game.

So my first suggestion in integrating games into your website marketing is: merge it with your site somewhere noticeable but not “overly distracting”. Things you could consider are character running around on your panels in search for his treasure, which is hidden somewhere. You could guide him around in search, like a point and click adventure. Mind you though, first rule: it should be fun to do. If not, remove it from the site.