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.

Captivate the audience

Gamification, the driving force behind successful marketing campaigns

by Agnes Constant | Apr 14, 2025 | Audience engagement, Captivate the audience, Collect data

Gamification marketing means creating interactive experiences to capture the attention of audiences, collect data and activate it.

Today, brands are seeking innovative marketing solutions that can address new challenges, especially in a context where advertising needs to reinvent itself (end of third-party cookies). Gamification is one of the tools available to marketing teams to communicate differently.

Let’s find out in more detail how gamification can become the driving force behind the success of your next marketing campaigns.

What exactly is gamification marketing

This technique involves integrating game elements into an overall marketing strategy, with a view to increasing consumer engagement and boosting sales. Brands create interactive and playful experiences for their customers. By interacting with the content, they remember them more easily.

To understand gamification in very concrete terms, let’s take the example of a game. Let’s imagine an advertisement for a pen. In a traditional advertisement, the brand simply displays a photo of the pen. The pen is highlighted by a colorful and attractive design. In a gamified ad, the pen invites web users to play a game of tic-tac-toe. By clicking on a button, they are immersed in an interactive experience with the product. If they succeed in the game, they can win a discount voucher to buy the product.

There are many different competition game mechanics. There are gauges, scores, league tables, instant wins, countdowns, scratch-offs, casino games, quizzes and polls, and so on. These fun and creative animations can be adapted ad infinitum according to the objectives of the brands and the knowledge of their audience.

We will now look at the benefits of gamification for advertising strategies.

The 4 benefits of marketing gamification

Catch the attention and getting to be known

The first challenge for brands is to stand out from the competition. The aim is to increase visibility and brand awareness, attract new customers, introduce a new product, etc.

With online games and challenges integrated into the advertising device, visitors pay much more attention to the message. A customer who has a fun and enjoyable experience on a site will remember the brand longer. This can go far as to create an emotional bond, influencing the decision to buy.

As far as events are concerned (whether on social networks, a website or a newsletter), recurring high points such as Christmas, Easter, etc, help to reach a wide audience. Audiences are brought together in a festive atmosphere that encourages play. The brand can also create its own highlights (brand anniversary, organised event, trade fair, etc.).

Engaging audiences

It’s undeniable that audience engagement is greater when content is interactive. The reason is simple. Games offer a fun action that attracts the visitor’s attention before asking them for specific information of action. For example, giving their contact details, installing an app, or giving their opinion in a survey. This is the first step in establishing a brand-consumer relationship.

Interactive games can be used to encourage users to explore a company’s products and services, for mechanics that highlight the features or benefits of the products (quizzes, shopping lists, etc.).

They are also engaging in terms of the time spent with the brand, thanks to mechanisms that capitalise on the spirit of competition (score-based games, gauges, etc.). Finally, the appeal of a gift or promotion revealed at the end of the campaign can generate massive number of new leads.

In the example below, Leroy Merlin launched an operation to survey its audiences about their ranges, while recruiting new leads. In total, over 3.5 million clicks and opinions were collected.

Boost conversions

Interactive games are also an excellent way of boosting conversions, through the distribution of attractive discounts. These prizes are offered as part of a 100% winning scheme, where each participant automatically receives a voucher. Brands can also offer gift vouchers in exchange for proof of purchase. This encourages customers to buy more products by playing the campaign again.

As well as driving participants to the website for immediate consumption, these game campaigns can also support a period of in-store promotions. Consumers are encouraged to buy more products to increase their chances of winning the reward.

Finally, thanks to the installation of conversion pixels, it is possible to directly measure the sales generated by a game campaign. This feature is particularly useful for brands that want to closely monitor the results of their campaign and evaluate its effectiveness.

Collecting and activating data

By using interactive games as part of their marketing strategy, brands can collect data on consumer preferences and buying habits. This data on existing and potential customers enriches their CRM database. This in-depth knowledge of customers enable brands to personalise their communications. Loyalty programs, for example, offer rewards for repeat purchases. This encourages customers to remain loyal to the brand and buy more products.

In addition, the data collected can also help brands to recruit new leads and acquire new customers. The information collected via interactive games can be used to create more effective and better targeted advertising campaigns. Brands can also use this data to create programmatic lookalike audiences to expand their base of qualified prospects.

By using this information to improve their product and service offering, brands can increase their conversion rate and sales while strengthening their relationship with consumers.

Conclusion

In short, gamification is a powerful marketing strategy for stimulating customer engagement, generating leads and collecting qualified data. Brands that choose to integrate interactive games into their marketing strategy enjoy a significant competitive advantage in the marketplace.

A tool like Adictiz, for example, enables you to create and distribute these interactive formats, give them media coverage, manage data collection and integration into your CRM, and finally activate the data. Relying on a comprehensive platform for launching gamified campaigns means making the choice of performance, with formats tailored to each message.

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Mother’s Day competition: 4 scenarios for your campaigns

by Audrey Edart | Apr 14, 2025 | Animation, Captivate the audience

Mother’s Day is a tradition that has been rigorously respected and perpetuated since childhood. This year, once again, all mothers are expecting a gesture from their children, often with the support of their spouses for the younger ones. According to a Yougov survey, 61% of French people think this is an important holiday. It’s the perfect opportunity for brands and chains to launch a competition to mark this commercial highlight and promote their flagship products!

There are 3 main reasons for consumers to take part in a promotional game on Mother’s Day:

Finding the perfect gift for their mum
Win an attractive prize to give away on the big day
Declare their love for their mother in a fun and original way

SUMMARY

A marketing game to pinpoint mums’ tastes and preferences
An instant prizes game to win the best Mother’s Day gift!
A creative competition to declare your love on Mother’s Day
Why not capitalise on Mother’s Day with a post-purchase game?

A marketing game to identify the tastes and preferences of mothers

On Mother’s Day, consumers give themselves around 2 weeks to find the ideal gift, and almost half make up their minds in 2-3 days at the last minute. This usually leads to a spike in sales, particularly online, with a growing proportion of mobile purchases.

Influence their buying habits by guiding them in their choice of the ideal gift using a marketing game! Children know their parents well enough to indicate their preferences.

The swiper, perfect for collecting user preferences

Help players find the perfect Mother’s Day gift by collecting their preferences, thanks to an easy-to-use and highly entertaining mechanic. Swiping right or left, depending on product preference, is as easy as child’s play. At the end of the journey, enter a Mother’s Day competition to win the selection.

Test the game

Personality tests are ideal for segmenting a database

With the personality test, players determine which profile their mother matches by answering a number of questions, and discover the most suitable products via a profile-based selection.

Playable-webpage-create-personality-test

Test the game

Shopping-list: a mechanism for gathering crucial information about products and services.

Players create their own special Mother’s Day wishlist from the brand’s products and submit it to a photo gallery, a simple way of generating user-generated content.

An instant win game to win the most beautiful Mother’s Day gift

Here, it’s important to choose the right equipment

Looking for something simple and effective? Instant-win games are a sure bet! The ideal way to reach a wide target quickly. Offer a particularly attractive prize for the occasion, or vouchers to spend on your site or at points of sale. Dress up your brand with festive branding via a One-Armed Bandit, a Scratch Game, a Wheel of Fortune or a Shuffler!

A creative competition to declare your love on Mother’s Day

Encourage your users to create their own content

Take advantage of the general craze to promote User Generated Content around your brand on this occasion. Photo, video or text competitions… encourage players to put themselves in the picture to wish Happy Mother’s Day in a fun, original and personalised way. It’s an excellent way of engaging users and developing your brand equity around a sacred holiday!

Why not capitalise on Mother’s Day with a post-purchase game?

Take advantage of this opportunity to generate in-store traffic

With a high level of purchase intent and an allocated budget, Mother’s Day always generates a spike in traffic and sales among the French. Take full advantage of the crowds to collect qualified data using a game. With Gatecode, encourage users to enter the code for their Mother’s Day gift and fill in a form to win a cash-back offer on their purchase, for example. A great way to collect leads and opt-ins!

Need some advice on how to prepare for the year’s upcoming highlights?

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Mother’s Day: 3 examples of original marketing competitions

by Agnes Constant | Mar 18, 2025 | Animation, Captivate the audience

With the arrival of Spring and the return of fine weather, the French are looking forward to the May bank holidays, as well as Mother’s Day. This is a symbolic event and therefore a key moment on which brands can capitalise.

Mother’s Day marketing campaigns are a strategic way of raising visibility, stimulating a community and boosting sales. In this article, we share some ideas for Mother’s Day competitions based on the objectives to be achieved.

SUMMARY

Mother’s Day: a key commercial event for brands
1. Mother’s Day competitions to stimulate your community
2. A Mother’s Day sales promotion to engage customers
3. A marketing game to generate sales for Mother’s Day

Mother’s Day: a key commercial event for brands

Mother’s Day (which takes place on the last Sunday in May in France) is an event celebrated by more than 80% of French people. It’s a time to celebrate mothers and spend time with loved ones. It generates major spin-offs for brands. This is the second biggest marketing event in France in terms of gifts, just behind Christmas.

It has an impact on company sales and is a major boost to revenues. In France, the budget for Mother’s Day is 66 euros. Brands use this opportunity to showcase their products and services or share gift ideas with their customers.

Mother’s Day is an opportunity to communicate values. Retailers can share campaigns that will strengthen their brand image, raise their profile, increase their sales strengthen relationships with their audience.

Gamification to communicate around Mother’s Day

To stand out from the crowd at this major event, companies can engage their community with fun, interactive experiences. Gamified marketing, or the introduction of playable elements into campaigns, is a lever for capturing an audience’s attention.

Companies can turn to different marketing game formats. A photo contest can engage the community around a challenge while generating content (or UGC for User Generated Content) that the brand can share.

The sales promotions, in-store or online, enable you to :

Collecting data to understand customer expectations around Mother’s Day;
Share gift recommendations based on collected product preferences;
Generate sales by sharing incentives such as e-coupons, gift cards, etc.
Build loyalty among the leads generated by collecting opt-ins so that they can be retargeted throughout the year.

Here are 3 examples of original interactive campaigns inspired by gamification, such as the Mother’s Day marketing campaign.

1. Mother’s Day competitions to stimulate your community

Mother’s Day is an opportunity to forge closer links with the community. The campaigns surrounding this special day are an opportunity to promote family values.

Brands can take advantage of Mother’s Day to create a close relationship with their audience. Using sales events to extend the time spent with the brand.

Example: Galeries Lafayette’s Mother’s Day game

For Mother’s Day, Galeries Lafayette have come up with a 100% winning One-Armed Bandit via a game terminal installed for 3 days in 6 shops in France. Results exceeded expectations, with above-average participation. The 1 minute 20 second game time demonstrated an interest in the animation, confirming the success of this campaign.

Galeries Lafayette Mother's Day terminal

Mother’s Day competition was available in mobile format via a QR code. This strategy increased the reach of the campaign. It made it possible to animate all the shops, with
a 100% winning concept. In addition, this co-branding operation made it possible to collect opt-ins for Galeries Lafayette and its partner brand, Rosemood.

Galeries Lafayette Mother's Day competitions

2. A Mother’s Day sales promotion to engage customers

To build customer loyalty, brands need to multiply the number of points of contact. Trade fairs are strategic in terms of engagement because they offer opportunities to connect with the audience.

For Mother’s Day, many people turn to social networks to find gift ideas. It’s a good idea to create a competition to engage prospects and customers and move them along the buying funnel.

Example: SFR’s Mother’s Day campaign

SFR’s Mother’s Day campaign in the Caribbean aimed to raise brand awareness by engaging its audience. The mechanics Match 3 was a resounding success, boosted by Adictiz Ads media coverage. Participants were highly engaged, spending an average of 11 minutes on the game per user.

3. A marketing game to generate sales for Mother’s Day

Finally, Mother’s Day is an opportunity to encourage consumers to buy their gifts. The competition is a tool for generating sales, as it allows you to share attractive incentives (vouchers, discounts, free products, etc.) with your customers.

Gamification makes it easier to personalise recommendations by offering retailers methods of collecting product preferences.Via mechanisms such as Swiper or Gift Finder. Brands will be able to offer customised gift guides that are effective in generating conversions.

Example: Galeries Lafayette’s Mother’s Day marketing campaign

To mark the occasion, Les Galeries Lafayette offered its customers the chance to win gift cards. This instant win strategy ( the Pinata) has enabled us to collect qualified leads and boost conversions.

This strategy, based on encouraging purchases, was based on an end page that directed users to offers, while encouraging them to use the gift card on the merchant site.

Galeries Lafayette - Mother's Day Piñata

Conclusion

Stand out from the crowd this Mother’s Day by offering your prospects and customers the chance to take part in a competition. Thanks to our 100% customisable mechanics, you’ll be able to capture buyers’ attention and move them up your sales funnel!

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

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