Games and gamification

Martin Bjørn Madsen

How to boost the value of your leads with the help of gaming mechanisms

You have certainly heard the term being tossed around. Gamification has long been a buzzword in the marketing world.

The American research institute Gartner, one of the world’s top tech trendspotters, predicts that the use of gamification in customer activation will continue to increase until the year 2020. Similarly, the marketing-research giant MarketsandMarkets estimates that the market for gamification solutions worldwide will increase by 500% to more than $11 billion before 2020.

At its essence, gamification entails the use of game elements and gaming mechanisms like points, levels, and rewards to alter behavior outside the context of the game.

Gamification works because it touches upon the desire we all have to win or earn something. You might experience the feeling when you fill out all the information on your LinkedIn profile because you want that All-Star rating or when you check in at the gym 10 times to get a virtual badge. But gamification can mean much more than this.


Even before the word ‘gamification’ worked its way into our vocabulary, gaming mechanisms had been applied to campaigns all over the world. It’s been 54 years since Charlie found a golden ticket in a chocolate bar and won an action-packed tour of Willy Wonka’s factory. The popularity of gamification has only grown since then.​


Within the field of marketing, gamification is utilized to generate leads, for example when we encourage our customers to sign up for our newsletter in order to win prizes. We also use gamification to sell and upsell when we motivate our customers to shop with us by allowing them accumulate points on their customer loyalty accounts.

Campaigns that use games to activate customers have markedly higher conversion rates than most other types of campaigns. But gamification has more than just quantitative potential: when you use gaming elements in your activation strategy, you also achieve higher-quality customer interactions.

Why are leads generated via games more high-value?

Another buzzword that is trending in the marketing world is neuromarketing, or marketing based on the brain and its processes. When we make use of neuromarketing, we’re trying to hack the brain’s neurochemicals to help our message cut through the noise and have a better chance of being remembered.


We use games to make them enter a world where dopamine will flow (this is the feel good hormone) and all messages they will receive while playing a game will not only be well registered and will also be remembered… No other marketing techniques can make that happen.
(Nicolas Babin, entrepreneur and expert in marketing and gamification)


When you interact with a game, your body releases dopamine, a neurotransmitter that the brain uses to signal rewards or happiness. The things you experience while your brain is pumped full of dopamine make a stronger impression on you, and you therefore remember them better.​  

When your customers are exposed to your message during a game, they associate your brand with the pleasurable shot of dopamine they get from playing. The brain stores this positive experience in its memory and tries to recreate it in the future.

Exposing your customers to a game means exposing them to your brand and your message for a longer period of time. Depending on which Lead:famly game concept you choose, your customers will spend between two and four minutes participating in the game. That is two to four minutes during which their brains are completely focused on your brand and your message!

Read more about how you can choose the right gaming concept for your campaign.

When your customers register themselves with you after having participated in a game, they do it with an understanding of your brand and your products. This is not necessarily true with leads you have purchased or collected passively on your website. Customers who have participated in your game associate your brand with a positive experience, and they are therefore more loyal and open to hearing about your products and services.


There is no doubt that an advent calendar campaign results in better members because they have participated multiple times over a longer period of time. We know that they’re interested!
(René Iversen, Member Rewards Manager for SPORT 24)


Read more about the key to success with your gaming campaign. 

Contact us to learn more about how you can build effective and engaging gaming campaigns for your target groups.