From idea to successful gamification campaign
You have embraced the concept of gamification, but how do you really turn those fun games into results? This guide takes you step by step: from determining your objectives and KPIs, via the choice between building your own or a SaaS solution, to the practicalities of content, design and pitfalls. At the end, you can easily choose the right tool – such as our turnkey service The Animator – and know exactly which steps are needed for a successful campaign.
Step 1: Objectives & KPIs
Define your goal: awareness, data, sales
Before launching a game, it should be clear what you want to achieve with it. Do you mainly want to increase brand awareness, collect valuable first-party data or immediately generate extra turnover? Formulate at least one primary and one secondary goal:
- Primary: 20% more newsletter sign-ups through the gamification campaign.
- Secondary: 15% increase in social shares of the campaign.
Always use SMART criteria (Specific, Measurable, Acceptable, Realistic, Time-bound).
What metrics are you measuring?
Once the objectives are clear, choose appropriate metrics to track your progress:
- Participation rate: how much of your reach actually plays along?
- Click-Through Rate (CTR): how often do participants click through to your campaign page?
- Conversion: what percentage of players complete the desired action (registration, purchase)?
- Time on task: how long on average does someone spend on the game?
By monitoring these figures during the campaign, you can make targeted adjustments and optimise.
Step 2: Technology & Integration
Self-build vs. SaaS solution
Build it yourself
- Full control over functionality and styling
- No licence fees
- Disadvantages: high development time, maintenance, security and compatibility
SaaS solution
- Turnkey, fast deployment, standard security and updates
- Disadvantages: less customisation, recurring subscription fees
Choose to build it yourself only if your team also has extensive experience with interactive web applications; otherwise you will gain a lot of time and security with a proven SaaS tool.
Important technical requirements
- Proof-of-purchase check: Guarantee that only genuine buyers participate - essential for reliable results and fraud prevention.
- GDPR compliance: All data collected should be stored securely, with clear opt-in and opt-out options.
- Mobile-first design: Most participations come via smartphone; ensure a flawless mobile experience.