retail trends: the rise of gaming in Australia
by: Sarah Kneebone
Australia is game
Results for retro
Talking of LEGO…
PLAYing with this trend
Gamification is popular in marketing and other industries, but less so in the Australian retail environment. Coles’ Little Shop campaign for plastic collectables and McDonalds Monopoly prizes are examples of some brands dipping their toe in the gamification water, but the industry could be doing more.
One good example from 2018 comes from Mattel and Cobs Popcorn who partnered for the release of 13 limited-edition Uno cards. Specially marked packs across Australia included one of these "special" cards including a "popcorn card", a "deflection card" and a "draw eight wildcard".
This partnership appealed to Uno enthusiasts and meant that their snack of choice during a game would be Cobs popcorn.
- Are you enhancing the customer’s experience or distracting from it?
- Are you offering a meaningful reward that won’t leave consumers feeling conned?
- Have you embedded a way of personalising or tailoring your offering to different demographics?
- Should you make the gamification optional for people to participate in, so you don’t create hurdles and frustrations for certain consumers?
- What will work best for your brand: physical games or mobile apps/platforms?