[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Collecting emails or qualifying your database is becoming <\/span>a real challenge in an GDPR context<\/strong>. Between consent, retention periods and transparency, marketers have to juggle regulatory compliance and business performance. Fortunately, the two are not mutually exclusive. <\/span><\/p>\n Thus, with a well thought-out campaign, you can collect personal data while respecting the rules… and still <\/span>maximize audience engagement<\/strong>. Interactive approaches, inspired by the codes of gaming, help to achieve this balance.<\/span><\/p>\n In this article, we share concrete tips for designing game mechanics that facilitate <\/span>GDPR-compliant data collection<\/strong>, while boosting the quality of your customer data.<\/span><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n The GDPR<\/span><\/a> is based on <\/span>7 key principles that you must respect<\/strong> as soon as personal data is collected:<\/span><\/p>\n These principles <\/span>apply right from the marketing game form<\/b>. A simple competition must therefore include a request for explicit consent (in the form of a checkbox, not pre-ticked) for the collection of personal data, such as e-mail. In fact, this consent is mandatory if the data is to be used for commercial or follow-up purposes. <\/span><\/p>\n The GDPR therefore does not prohibit the collection of email<\/b>, age or location, but must explain the intended use of this information. The retention period must also be specified. This can range from 6 months to 3 years, depending on the purpose. Finally, it must be possible to prove at any time that consent has been given, by means of a timestamp, double opt-in or validation history. <\/span><\/p>\n In short, a compliant gamified campaign relies <\/span>on total transparency<\/b>, streamlined collection forms and clear traceability of user consent.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n On the face of it, the GDPR significantly complicates the collection of customer data for companies. Yet, <\/span>gamification <\/span><\/a>simplifies the process<\/b>, while maximizing user engagement. <\/span><\/p>\n In a playful campaign (such as a contest or Instant Win), data collection <\/span>is a natural part of the experience, with no disruption<\/b>. In this way, users understand what is expected of them and why they should share their data with the organizer. <\/span><\/p>\n Specifically, a game mechanic (<\/span>Quiz<\/span><\/a>, <\/span>Wheel of Fortune<\/span><\/a>, <\/span>Winning calendar<\/span><\/a>) captures your attention from the very first seconds. Since the interface is clear and straightforward. Participation takes place in several stages: introduction to the game, explanation of the rules, then the form. This progressive sequence <\/span>makes it easier to understand the context<\/b>, including for data collection.<\/span><\/p>\n Consent is requested <\/span>via a separate checkbox <\/b>at the end of the form. Users know what they’re getting into. As a result, they are also more inclined to share their data if they perceive an immediate benefit (reward, score, prize to be won). Finally, the game transforms data collection into an explicit exchange of value. <\/span><\/p>\n On the company side, this approach <\/span>improves completion rates<\/b>. Forms embedded in a fun mechanic generate more attention on entry and less abandonment. <\/span><\/p>\n Data are more qualified (especially with mechanics designed for Quiz, choice games such as <\/span>Swiper<\/span><\/a> or <\/span>Shopping List<\/span><\/a>). Finally, opt-ins are also better tracked and the consent rate higher.<\/span><\/p>\n Gamification thus meets the two key objectives of GDPR data collection: <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n For a <\/span>competition<\/span><\/a> serve <\/span>data collection effectively<\/span><\/a> while complying with the GDPR, certain principles need to be<\/span> integrated right from the design stage<\/b>. Here are the best practices to follow to optimize its collection in compliance.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n To comply with the GDPR, the collection form must<\/span> clearly inform participants<\/b>, collect explicit consent and limit data collection to what is necessary. <\/span><\/p>\n Here is <\/span>a checklist of essential elements to integrate<\/b> to ensure the compliance of your personal data collection form GDPR:<\/span><\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/i><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The collection of GDPR data must <\/span>be a natural part of the game process<\/b>. For this reason, the form must not be seen as a disruption if the company does not want to see its completion rate drop. It’s best to integrate it at key moments: after a score or before access to the prize, for example. <\/span><\/p>\n Here are the best practices to keep in mind to <\/span>optimize the collection experience<\/b> and integrate it as seamlessly as possible into your contest:<\/span><\/p>\n To sum up: <\/span>a good balance between UX and GDPR<\/b> prevents abandonment while ensuring compliance. This keeps the game flowing and collection efficient. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n GDPR compliance continues after collection<\/b>. In fact, data must be stored securely, with access strictly limited to authorized persons. Encryption systems are therefore recommended. Especially for sensitive data, to protect against unauthorized access. <\/span><\/p>\n Once <\/span>the retention period has expired <\/b>or if the consent is no longer valid, it becomes necessary to delete the data or to <\/span>reactivate the user<\/span><\/a>. In addition, the relaunch can take the form of a new competition focused on updating information. <\/span><\/p>\n For example<\/b>, a personalized mini-quiz with a reward at the end, or an Instant Win that invites users to check their contact details to take part. Consequently, these formats re-engage the audience, while requesting <\/span>a clear and compliant opt-in once again<\/span><\/a>.<\/span><\/p>\n To make the experience even smoother, it is also possible to <\/span>integrate a simplified pre-filled form<\/b>, validated with a single click. This reduces friction, maximizes consent renewal rates and maintains a reliable, active and up-to-date database. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Complying with the GDPR should no longer be seen as a brake on data collection. Intelligently integrated into an interactive campaign, this constraint becomes a real lever for engagement, qualification and marketing performance. Thanks to Adictiz, you can easily set up your games with a compliant collection form, integrate separate opt-in boxes, easily define retention periods and keep clear proof of the consent obtained.<\/p>\n <\/span><\/i>Discover <\/span><\/i>our ready-to-use playful mechanics<\/span><\/i><\/a>\n
The main principles of the GDPR applied to marketing data collection<\/strong><\/h2>\n
<\/blockquote>\n
\n
Why gamification facilitates GDPR data collection?<\/h2>\n
\n
Best practices for GDPR-friendly data collection via a competition game<\/h2>\n
Example of an GDPR form for a contest<\/strong><\/strong><\/h3>\n
\n
<\/span><\/span>– The identity of the data controller
<\/span>– The purposes for which the data is collected (e.g. canvassing, statistics)
<\/span>– How long the data will be kept<\/span>
<\/span><\/span><\/li>\n<\/ul>\n\n
<\/ul>\n
<\/span> (e.g. last name, first name, e-mail are often sufficient)<\/span><\/i><\/span><\/i><\/span><\/i><\/li>\n<\/ul>\n\n
\n
\n
<\/span><\/span>– Time-stamping of submission
<\/span>– Recording of the version of mentions at the time of click
<\/span>– IP address (optional but useful)
<\/span><\/li>\n<\/ul>\n\n
\n
<\/span><\/i><\/li>\n<\/ul>\nIntegrating data collection into the gaming experience<\/strong><\/h3>\n
\n
What to do with data after collection?<\/strong><\/h3>\n