[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” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Consumers spend time on their mobile devices to interact with brands and make purchases. Last year, almost 50%<\/a> of sales were generated via mobile devices, a trend that continues to grow. <\/p>\n In this context, a mobile-first strategy is essential<\/strong> to capture attention and win market share. To attract and retain customers, marketing gamification<\/a> (i.e. the integration of playful and interactive mechanisms) is a powerful lever. <\/p>\n In this article, we’ll share tips and examples for optimizing your mobile strategy<\/strong> and boosting user engagement through fun, interactive experiences. [\/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 <\/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” global_colors_info=”{}”]<\/p>\n “Mobile first” is an approach to web design and development that prioritizes the user experience on mobile devices<\/strong>. This strategy involves designing first for small screens (smartphones, tablets), then adapting content and design to larger screens (computers, televisions, etc.). <\/p>\n Adopting a mobile-first approach is essential for businesses, as the smartphone is the main gateway to the web for users. <\/p>\n For brands with an online presence, the challenges of mobile first<\/strong> are as follows: [\/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 A mobile-optimized site offers fluid, fast and intuitive navigation that meets expectations. Users are looking for fast loading times, a clear, easy-to-use interface and content adapted to small screens. [\/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 Search engines, starting with Google, favor mobile-friendly sites in their rankings. In France, 48% of searches<\/a> are carried out via a smartphone, surpassing the 43% carried out on a computer. A mobile-first development strategy (to optimize loading times or display) increases brand visibility. [\/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 A mobile-optimized experience reduces bounce rates and encourages users to make purchases<\/a> or engage more with the brand. [\/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 The rise of mobile first has transformed expectations in terms of digital experience. Against this backdrop, gamification<\/a> has emerged as a lever for capturing attention, improving navigation and prolonging engagement on a mobile application or site. [\/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=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Interactive game experiences make navigation more dynamic and immersive<\/strong>, adapting perfectly to mobile uses. Game mechanics not only make the experience more fluid, they also encourage greater interaction with the brand. Brands should therefore focus on games designed for mobile devices, whose tactile and instantaneous use encourages intuitive handling. <\/p>\n Example<\/strong>: An e-commerce site can integrate a Personality Test<\/a> at the beginning of the shopping experience (which will be displayed on first connection after downloading the App). This quiz will identify the user’s preferences<\/a> and guide them through the navigation process according to their needs. [\/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||||||||” 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 By offering interactive and rewarding experiences<\/strong>, gamification encourages users to stay connected to the application or mobile site. Recurring games, such as daily challenges, encourage users to come back every day, strengthening the relationship between user and brand. <\/p>\n Example<\/strong>: to reduce its bounce rate and encourage users to return regularly, the brand can offer a recurring game (daily or weekly). [\/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 Gamification enables brands to meet their strategic objectives<\/a>: awareness, engagement, conversion, retention, etc. By choosing playful mechanics, brands can move users up the mobile conversion funnel<\/strong>. [\/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 One example of integrating gamification into a mobile-first strategy<\/strong> is the interactive Advent Calendar<\/a>. This is an effective mechanism for engaging users during the month of December. Each day, the user opens a calendar box and discovers a promotion, a gift or a mini-game. <\/p>\n Showroompriv\u00e9 launched an Advent Calendar on its app to maximize its visibility during this special time<\/strong>. Thanks to the promotion of partners, the operation generated a strong response from users, registering almost 500,000 entries. Engagement was also high, with 1.1 million boxes opened and 10.5 million page views, offering partners excellent visibility. <\/p>\n Note<\/strong>: Adictiz has enhanced the user experience of its Advent Calendar to meet mobile-first challenges. Brands can choose between two different displays: a landscape mode & a customizable portrait mode. [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/05\/showroomprive-calendrier-de-lavent.webp” alt=”Showroompriv\u00e9 – advent calendar” title_text=”showroomprive\u0301 – advent calendar” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”85%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/05\/showroomprive-strategie-marketing-noel-.webp” alt=”showroomprive\u0301 – mobile first” title_text=”showroomprive\u0301 – Christmas marketing strategy” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”85%” locked=”off” global_colors_info=”{}”][\/et_pb_image][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 Playable Ads<\/a> are ads integrated into applications or games, allowing the user to take part in a mini-game. These ads offer a playful, immersive experience<\/strong> that grabs the user’s attention, engaging them from the very first seconds. Adapted to small screens, Playable Ads are designed to be intuitive, encouraging fluid interaction. [\/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 Instant Win is a mechanism by which users can earn rewards after playing a game or completing an action. On mobile, these games are integrated into applications, encouraging interaction. They can be used to reward regular users<\/strong> and offer them benefits such as <\/p>\n For<\/span> the festive season, Sephora<\/strong> has launched a multi-country, multi-language <\/strong> game campaign (discounts, free shipping, etc.).<\/span><\/p>\n The aim<\/strong>: to generate traffic and boost awareness of the gift cards<\/strong>, while guaranteeing an engaging customer experience, via a form located after the game. This activation also acted as a recruitment lever, encouraging participants to download the Sephora app. [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Sephora-Holiday-Game-marketing-international-1.webp” alt=”Sephora – Holiday Game – international marketing” title_text=”Sephora – Holiday Game – international marketing” align=”center” disabled_on=”on|off|off” _builder_version=”4.27.4″ _module_preset=”default” width=”80%” global_colors_info=”{}”][\/et_pb_image][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/06\/Sephora-marketing-international-1.webp” alt=”Sephora – international marketing” title_text=”Sephora – international marketing” align=”center” disabled_on=”off|on|on” _builder_version=”4.27.4″ _module_preset=”default” width=”40%” locked=”off” global_colors_info=”{}”][\/et_pb_image][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” locked=”off” 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” locked=”off” global_colors_info=”{}”]<\/p>\n Story-based games are popular on social platforms like Instagram, Facebook, and Snapchat. Brands use stories to create fun and engaging interactions<\/strong> (in the form of a Poll<\/a> or Quiz<\/a>). The interaction takes just a few seconds, keeping the audience in touch without being intrusive.4. Story games: gamification on social networks [\/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” locked=”off” 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” locked=”off” global_colors_info=”{}”]<\/p>\n In-store QR codes<\/a> are a way of gamifying the physical shopping experience while remaining mobile-first. Customers scan a QR code printed on the item label or receipt to unlock games, exclusive offers, or online competitions<\/a>. This approach boosts the experience by creating a bridge between physical and digital sales channels<\/a>. [\/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-4″ _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 successful mobile-first campaign using gamification, it’s crucial to master game formats while optimizing the user experience. Here are three tips to maximize the impact of your mobile games<\/strong>. [\/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=”{}”]Players need to be able to interact easily with the game, without the frustration of screen size or long loading times. [\/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=”{}”]Mobile users are more inclined to interact when they benefit from immediate rewards. Gamification can therefore be an excellent lever for encouraging rapid engagement and loyalty (notably through instant rewards or regular gamification experiences).
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<\/a><\/span><\/li>\n<\/ul>\nMobile first: Definition and key issues
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<\/span><\/p>\nEnhanced user experience
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<\/span><\/p>\nStrengthening natural search engine optimization (SEO)
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<\/span><\/p>\nIncreased conversion rates
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<\/span><\/p>\nThe impact of gamification in a mobile-first strategy<\/h2>\n
<\/span><\/p>\n1. Improve user experience and navigation
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<\/span><\/p>\n2. Increase time spent on the application
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<\/span><\/p>\nWhat gamification mechanisms can be used in a mobile-first strategy?
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<\/span><\/p>\n1. The digital Advent Calendar to build audience loyalty
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<\/span><\/p>\n2. Playable Ads: interactive, engaging advertising
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<\/span><\/p>\n3. Instants Gagnants on Mobile In-App: real-time rewards
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<\/span><\/p>\n4. Story games: gamification on social networks
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<\/span><\/p>\n5. In-store QR codes: linking the physical and mobile experience
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<\/span><\/p>\n3 tips for a successful mobile-first campaign focused on gamification
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<\/span><\/p>\n1. Deliver a fluid, immersive mobile experience
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<\/span>[\/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>\n2. Create a sense of immediate reward and urgency
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<\/span>[\/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>\n3. personalize the experience to reinforce engagement
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