What is Marketing Gamification?

Marketing Gamification is the application of game mechanics (challenges, rewards) to marketing objectives.

How can I improve my marketing performance with Adictiz?

Adictiz allows you to improve your performance by turning engagement into measurable data.

Where can I publish my Adictiz campaigns?

Our campaigns are responsive and omnichannel.

Can I create campaigns without technical skills?

Yes. Our no-code Builder is designed to provide marketing teams with full autonomy.

Is the Adictiz platform GDPR-compliant and secure?

Absolutely. Adictiz is designed to ensure GDPR compliance and maximum security for your data.

Does the Adictiz solution offer support?

Yes. In addition to the included technical support, we offer different levels of guidance from our experts. This includes project management assistance, strategic advice, and access to our Creation Studio Service to develop custom game mechanics or optimize the distribution of your campaigns.

Articles de blogs rédigés par Agnès

Serious games: the new tool for HR strategies

by Agnes Constant | May 27, 2025 | Engagement, Audience engagement

Games are a powerful tool for engaging, raising awareness and training employees. By transforming learning (and the transmission of information) into playful experiences, serious games encourage team motivation and performance.

Discover the benefits of creating serious games for your organisation and the keys to implementing them, turning every challenge into an opportunity for growth.

SUMMARY

Definition: what are serious games?
What are the objectives of serious games?
How can serious games be integrated into your HR strategy?
3 tips for creating serious games

Definition: what are serious games?

A serious game is a game designed for purposes other than entertainment. For an HR strategy, it is an interactive tool that uses mechanics to
achieve educational, information or skills management objectives.

Serious games are an engaging way of learning, training and raising awareness
by encouraging interaction and problem-solving. They are used to :

simulate certain situations (such as an interaction with a difficult customer),
updating skills,
run a prevention campaign
or raise its teams’ awareness of social and environmental causes.

What are the objectives of serious games?

The aim of a serious game in the field of human resources (HR) is to develop skills, train and assess employees in a fun and interactive way.

In contrast to traditional training and skills management methods, serious games encourage commitment. Enabling immersive learning while retaining a serious, educational dimension.

These are the objectives that serious games can help to achieve.

Skills development
: Serious games are designed to develop employee skills such as leadership, decision-making, communication and conflict management. By immersing participants in realistic scenarios, the organisation helps them to practise in a safe and caring environment.
Improving commitment and motivation.
The fun aspect makes training attractive, which increases motivation to learn and improve skills. Serious games help to create a dynamic learning experience.
Skills assessment.
A serious game can be used as an assessment tool to measure employees’ skills in specific areas. It enables HR to identify employees’ strengths and areas for development.
Change management.
Companies can undergo organisational changes
(mergers, hybrid work organisation, digitalisation, etc.). Serious games help to prepare employees for these transitions by immersing them in these contexts with tools to help them adapt.

How can serious games be integrated into your HR strategy?

Gamification and serious games are tools that support companies in their HR strategy. Integrating these playful experiences into various strategic areas, from corporate communication to CSR, not forgetting training.

1. Raising awareness and involving teams in a CSR approach

Gamification and serious games help companies raise employee awareness of sustainability issues
and responsible practices. In a fun way, without making employees feel guilty, by sharing with them the levers of commitment that are anchored in their daily lives.

Internal challenges will be a way of encouraging and rewarding eco-responsible behaviour
(waste reduction, soft mobility, energy savings, etc.). Serious games are used to simulate ecological transition and crisis management scenarios. Employees will be trained to manage these challenges. The company’s values will be passed on to them in a caring way.

Example: DPD offered its employees a Quiz
designed to raise awareness of the need to reduce waste. The aim of the serious game was to tackle this sensitive subject in a fun, low-key way. Thanks to this initiative, participants could win prizes, reinforcing the commitment to this internal awareness-raising campaign.

DPD - zero waste quiz - corporate communication

2. Optimising in-house training and skills management

Serious games are used to train employees in key skills for their role.
Online role-playing games can be used for training in project management, negotiation or public speaking. Employees can learn to work together more effectively in problem-solving scenarios.

The advantage of serious games is that they make it easier to share feedback in real time
and tracking progress. Using a system of points, levels or badges, the organisation can track progress, personalise its support and keep its teams motivated.

Example: Pro BTP has launched an interactive quiz campaign in response to its legal duty of care. This educational tool, which focuses on raising awareness of road safety, was able to effectively engage participants thanks to its game mechanics.

3. Boost your internal communications

HR games can be used to boost internal communication.
This is an effective format for celebrating the organisation’s successes. A system of virtual rewards or leaderboards can be set up for achieving performance targets and participating in internal initiatives.

Serious games can also encourage employees to take part in creative challenges
or to propose innovative solutions. The company can organise
a Survey or set up a Customizer
. These formats help to stimulate creativity and generate new ideas.

Example: At Adictiz, we deployed a Customizer as part of the Pimp Your Cup campaign.
. The aim of this operation was to motivate our employees and
involve them in a joint project
: the creation of a reusable cup. As well as boosting our QWL (Quality of Life at Work) approach and our CSR commitments, this serious game helped to strengthen team cohesion by inviting our talents to work together to create a unique object.

3 tips for creating serious games

Creating a serious game for your company requires strategic, creative and technical thinking
. Here are 3 tips for designing a game that will achieve the desired objectives.

Define clear and measurable objectives. Before starting to develop the game, it is essential to define the objectives to be achieved. Whether for training,
CSR awareness, performance management or internal communication, the game must have a specific purpose.
Design an immersive and engaging experience.
A serious game must be fun and stimulating to capture the attention of users. The company can incorporate storytelling elements to immerse participants in realistic situations.
Measuring impact and gathering feedback to improve your serious game.
Once the game has been deployed, it is important to measure its effectiveness in order to improve the experience. The organisation will need to set performance targets and integrate feedback-gathering tools to adjust the game experience. It will also need to add new challenges, revise the pedagogical elements, etc.

Conclusion

Serious games, and gamification in general, are powerful levers for making your HR strategy more dynamic. Whether you want to optimise your CSR approach, improve employee training or boost your internal communications,
our HR games will help you make your employees’ experience more immersive and fun.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

How marketing gamification meets the challenges of the telecoms sector

by Agnes Constant | May 20, 2025 | Branding, Captivate the audience

In a constantly evolving telecoms sector, where innovation and customer engagement are paramount, operators must constantly explore new telecoms marketing strategies to improve their services and win new market share.

One of the marketing strategies that is gaining the most ground in this vertical is gamification. By incorporating elements traditionally associated with games into a non-game context, this approach offers organisations significant competitive advantages. In particular, they can stand out from the crowd, better capture and engage their audience, and also devise innovative loyalty levers that will effectively reduce their churn rate (i.e. the percentage of customers lost over a given period).

In this article, we’ll look at how gamification is helping to meet the marketing challenges currently facing the sector. We will also look at 4 examples of gamified campaigns that have enabled operators to achieve their objectives (prospecting, brand awareness, engagement, etc.).

SUMMARY

The challenges of telecom marketing
The benefits of gamification for telecom marketing
4 gamified campaigns for 4 marketing objectives in the telecoms sector

The challenges of telecom marketing

The telecommunications sector is facing a number of marketing challenges, linked in particular to ever-increasing competition, rapid technological and regulatory change, and new consumer expectations.

Stand out from the crowd in an intensely competitive environment and price war

With the arrival of new players known as MVNOs (or mobile virtual network operators), traditional operators are having to revamp their offerings to make them more attractive to consumers (particularly the younger generation): commitment-free, customisable, flexible and offering better value for money.

Building loyalty among customers who are increasingly volatile and whose expectations have changed

The churn rate is particularly high in the telecoms sector. Customers move easily from one operator to another, taking advantage of number portability to take advantage of the best offers and occasional promotions. Organisations also have to meet growing expectations in terms of speed of service, personalised experiences, connectivity and customer service.

Communicate its values and reassure consumers about the impact of its services

Although the roll-out of 5G is a major marketing argument, it also raises a number of concerns (linked to cost, coverage and environmental impact). Operators therefore need to communicate the sustainability of their offering and show that they are making the transition to equipment and services that are less harmful to the planet.

Migrating to a more digital offering

Operators must also embrace the digital transition by diversifying their offering and the way they interact with their customers. As well as integrating new services (cloud, streaming, digital security), they must also multiply the points of contact with their audiences by deploying an omnichannel communications strategy.

The benefits of gamification for telecom marketing

Gamification provides relevant and appropriate solutions to the various marketing challenges faced by telecoms operators. By introducing fun, interactive elements to their communications media, companies can achieve a number of objectives.

Better brand differentiation.
Gamification enables telecommunications companies to differentiate themselves in an increasingly saturated market. Competitions improve brand awareness and their viral potential attracts a wider audience. It’s also a good way to position yourself as an innovative, customer-focused brand.
Increased customer engagement.
Gamified mechanisms can make even the most mundane tasks (such as paying bills or optimising data management) more enjoyable. Operators can guide users through the customer journey in a fun way. By offering rewards for completing these tasks (such as loyalty points), they are also better able to motivate and engage them effectively.
Improved loyalty. Gamification fosters a sense of achievement among customers, encouraging them to stay with the same operator. Multi-level loyalty programmes keep consumers interested by giving them the chance to win gifts as a reward for their loyalty, via a competition reserved for customers, for example.
Better customer knowledge and simplified personalisation. Competitions are also excellent ways of collecting customer data, so you can better understand the expectations and preferences of your audience. On the basis of this data, the operator can then propose targeted offers to its customers and prospects, significantly increasing its conversion rate.

4 gamified campaigns for 4 marketing objectives in the telecoms sector

Many operators are now using marketing games to achieve their commercial objectives. Here are 4 concrete examples of games-based campaigns run by companies in the telecoms sector.

1. Boost brand awareness and generate leads

Games can be used to stand out from the competition, boost the visibility of your brand and generate new leads. This is the strategy used by Orange for its Club Privé game campaign, which aimed to promote the launch of a new smartphone model.

By taking part in a Memory game personalised for the occasion, players had the chance to win a free smartphone. To generate as much visibility as possible, the campaign was promoted using Adictiz Ads (supported by social ads and email marketing).

The result: over 15,000 registrations and almost 20,000 games played.

Orange - jeu club privé - marketing telecom

2. Redirect prospects to your digital catalogue

Once they have captured the attention of new prospects, operators need to redirect them to their website, and in particular their digital catalogue. To do this, they can once again use gamification, taking inspiration from the campaign run by SFR.

Via a Slicer (broadcast during the Christmas period in the form of a playable ad), the company invited users to cut up fruit while avoiding the catalogue if they didn’t want to get a malus. This Playable Ads then sent players to an end page with 3 personalised redirections to the e-catalogue.

Result: 2.1 million impressions for interactive advertising and a click-through rate of 1% (compared with 0.46% for the traditional display format).

3. Promote these new offers

SFR has used the mechanics of the One-Armed Bandit in an interactive display format to give visibility to its tariff offer. By relying on playable advertising, the operator has succeeded in capturing the attention of its audience and, above all, keeping it for longer in order to present the content of its package in a fun way.

The elements scrolled through the One-Armed Bandit, aligning themselves with each click.

Result: 2 million impressions and 18 seconds of interaction with participants (compared with 3s for traditional display).

SFR - bandit manchot - marketing télécom

4. Engaging your customer community at a special event

The main aim of SFR Caribbean’s Mother’s Day campaign was to raise brand awareness while engaging its audience during this key commercial period.

Result: The interactive campaign (a Match 3 supported by Adictiz Ads media coverage) was a success, with remarkable levels of engagement. Each participant spent an average of 11 minutes on the game.

SFR Caraïbes - jeu fête des mères marketing télécom

Conclusion

Gamification offers concrete, effective solutions for telecoms marketers. Sharing interactive campaigns will enable you to boost your brand awareness, generate new leads or better engage and retain your customers. Discover our playable advertising mechanics and adapt them to your brand universe and strategic objectives.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

How to create a One-armed Bandit online? Examples and tips

by Agnes Constant | May 13, 2025 | Animation, Captivate the audience

Le bandit manchot est l’un des jeux marketing les plus célèbres. Cet instant gagnant s’inspire des machines à sous de casino et invite les participants à tenter d’obtenir trois visuels identiques alignés sur le rouleau.
Liée à une récompense immédiate, cette mécanique est efficace pour booster la visibilité et l’attractivité d’une marque. Elle permet aux enseignes mettre en avant leurs lots et de dynamiser leurs stratégie de recrutement de leads et de conversion.
Dans cet article, nous partageons les objectifs marketing à poursuivre en créant un Bandit Manchot en ligne. Notre tutoriel vous aidera à concevoir et optimiser votre campagne, étape par étape.

SUMMARY

What are the different objectives of an online One-Armed Bandit?

6 tips for programming a One-Armed bandit game

What are the different objectives of an online One-Armed Bandit?

Savez-vous pourquoi cette mécanique marketing s’appelle ainsi ? Historiquement, les machines à sous possédaient un bras articulé qui permettait d’enclencher le rouleau. Étant donné qu’elles n’en avaient qu’un, on considéraient qu’elles étaient “manchot”.

Aujourd’hui, le Bandit Manchot ne se joue pas qu’au casino et peut être intégré, sous un format digital, aux campagnes de marketing en ligne. Ce jeu leur permet d’engager et d’activer les consommateurs à chaque étape de leur parcours client , de la découverte de l’enseigne à la réalisation d’un achat.

1. Brand awreness and lead generation with an original one-armed bandit

Le Bandit Manchot est très lié à la récompense et au gain. A ce titre, c’est un instant gagnant efficace pour capter l’attention de son audience et maximiser son engagement. La promesse d’une récompense et la possibilité de découvrir si l’on a gagné ou non sont deux facteurs qui permettent à l’enseigne de gagner en visibilité et de générer de nouveaux leads (via un formulaire d’inscription au début ou à la fin du jeu).

Exemple : Eurotunnel a mis en place une stratégie de Wait Marketing (soit la gestion de l’attente), en diffusant une campagne gamifiée auprès des conducteurs. Ceux-ci pouvaient participer au Bandit Manchot pendant la traversée du tunnel après avoir renseigné un code inscrit sur leur titre de transport. Ce jeu captivant a permis à l’entreprise de recruter des leads de qualité (5K nouveaux inscrits via Adictiz Ads) tout en renforçant sa communication auprès de son public cible.

2. Promoting your brand community and points of sale

Bien connu du grand public, le Bandit Manchot peut être un bon format pour animer sa communauté de marque en ligne (sur les réseaux sociaux ou sur son application) comme en physique (dans des points de vente, via une borne interactive). L’enseigne maximise le temps passé avec son public en misant sur une mécanique addictive ainsi que des dotations attractives.

Exemple : Pour la Fête des Mères, les Galeries Lafayette ont proposé un Bandit Manchot 100% gagnant dans leurs points de vente via une borne interactive, installée pendant 3 jours dans 6 magasins en France. L’objectif était d’animer les points de ventes pendant le temps fort. Les résultats ont dépassé les attentes, avec une participation en magasin au-dessus de la moyenne. Le temps de jeu moyen d’1 minute 20 secondes a démontré un réel intérêt pour l’animation, confirmant le succès de cette initiative.

L’animation Bandit Manchot était disponible en ligne via un QR code affiché en magasin. Cette stratégie omnicanale a permis de booster l’engagement de l’audience et la portée de la campagne. Permettant à l’enseigne d’animer tous les magasins. Cette opération en co-branding a permis de collecter des opt-ins pour Galeries Lafayette et sa marque partenaire, Rosemood.

Boost your conversion rate and generate sales by creating a One-Armed Bandit

Pour finir, le Bandit Manchot en ligne est une mécanique pertinente pour booster ses ventes et augmenter son taux de conversion. Les dotations mises en jeu sont des bons de réduction que les participants pourront utiliser sur leur prochain achat. Très facile à personnaliser, cette mécanique permet de présenter ses produits de manière originale en les transformant en symboles sur le rouleau de la machine à sous.

Exemple : La campagne Crazy Days, qui prenait la forme d’un Bandit Manchot en ligne, a permis à Showroomprivé d’attirer des clients tout en donnant une forte visibilité à la marque lors d’un temps fort commercial, celui des soldes. Le jeu était ici utilisé comme générateur de ventes, avec l’objectif de stimuler la conversion grâce à la distribution de bons d’achats. La campagne Crazy Days de Showroomprivé a affiché d’excellents KPI’s d’engagement avec 27k dotations distribuées, soit autant de possibilités de ventes sur le site de l’enseigne.

6 tips for programming a One-Armed bandit game

Pour atteindre ces objectifs stratégiques, il faut bien penser la conception et la diffusion de son Bandit Manchot en ligne. Voici 6 conseils à suivre pour booster l’impact de votre campagne.

1. How to customize the one-armed bandit online ?

La clé de la réussite d’un Bandit Manchot en ligne est de personnaliser la mécanique afin que les participants puissent s’immerger dans l’univers de la marque et associer cette expérience positive à l’enseigne.

Avec Adictiz, il est possible de personnaliser les graphismes de son jeu, des fonds en passant par les symboles qui vont s’afficher sur le rouleau de la machine à sous, sans oublier la poignée (ou le bouton Start). L’idée est d’uniformiser ces éléments graphiques afin de proposer une expérience cohérente.

2. How to set up a one-armed bandit online ?

La seconde étape consiste à configurer la mécanique afin que le parcours de jeu réponde aux objectifs stratégiques. Le Bandit Manchot est composé de 6 pages, auxquelles la marque peut ajouter des étapes et mécaniques.
Il peut s’agir d’une page d’accueil et de teasing pour mettre en avant ses produits. Mais le Bandit Manchot peut donner accès à un tirage au sort. Les gagnants remportent une première dotation et sont inscrits au tirage au sort pour remporter des lots conséquents.
Avec Adictiz, il est également possible de sélectionner :

Le nombre de participations autorisées (par jour, semaine, mois ou sur toute la campagne). On conseille une limite d’une participation par jour pour encourager les joueurs à revenir sur la campagne ;

Le nombre de dotation qu’un joueur peut remporter ;

Le nombre de rouleaux (jusqu’à 6).

L’enseigne peut ajouter des étapes supplémentaires à son parcours de jeu pour booster ses résultats en termes de collecte. Elle peut par ajouter une étape dédiée à l’optin (push optin) ou insérer un formulaire de collecte de données clients après le jeu, avant que le participant ne découvre son gain.

3. How to manage the prizes for a Bandit Manchot instant win?

Tout l’attrait du Bandit Manchot en ligne réside dans les dotations. Il est donc important de configurer les lots de sa campagne. Dans le cas contraire, tous les utilisateurs seront redirigés vers la page “Perdu”, car il n’y aura aucun lot à gagner.

Tips : il est possible de faire remporter des dotations en fonction des symboles qui s’afficheront sur le rouleau gagnant. Les visuels du Bandit manchot peuvent correspondre aux cadeaux à remporter.

4. What’s the checklist before sharing your One-armed Bandit?

Avant de publier sa campagne, il est recommandé de faire des vérifications. En cliquant sur la zone de jeu dans l’éditeur, il est possible de prévisualiser le jeu et ajuster son affichage (ses dimensions pour l’intégrer dans un environnement mobile).

Lorsque les versions Desktop et Mobile sont finalisées, l’enseigne pourra la tester afin de vérifier que la mécanique fonctionne. Il ne lui restera plus qu’à la publier sur son domaine personnalisé et à la diffuser auprès de son audience.

5. Can we take over my campaign?

Besoin d’aide pour créer une campagne marketing autour d’un Bandit Manchot en ligne ? Le studio de création Adictiz prend en charge toute la programmation de l’expérience gamifiée. De la conception du parcours de jeu à la mise en place de l’univers graphique. En passant par la configuration des dotations et la mise en ligne de la campagne.

6. How to boost the visibility of your gamification campaign?

Adictiz accompagne les marques dans la diffusion de leur Bandit Manchot via son Agence Média . Une équipe dédiée s’occupera de la conception et publication de la campagne. Ainsi que du ciblage de l’audience en passant par le tracking et l’optimisation des Ads ou séquences d’emailing.

Conclusion

Le Bandit Manchot est le format idéal pour booster la notoriété et les ventes de votre marque. Misez sur cet Instant Gagnant pour atteindre vos objectifs stratégiques et dynamisez vos campagnes marketing avec nos autres mécaniques de jeux interactifs !

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

« Older Entries

Next Entries »

World Cup: is your brand ready to play?

10 reasons to collect data and how to activate them

What are Playable Ads? Examples