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Gamification in E-commerce: Rules of the Game

11 December 2019

India is at the brink of exponential e-commerce growth. With the rise of smartphone usage and internet penetration across semi-urban and rural India, the e-commerce market is set to be worth $84 billion by 2021.

As e-commerce sales go up, so does the competition for customers in the online retail space. How does an online retail brand distinguish themselves from the rest then?

The three obvious areas to focus on would be:

While competition exists in all three areas, e-commerce companies that have the best user and brand experiences are better positioned to beat out the competition.

This is why more and more retail brands are turning to gamification. According to Oxford, gamification is defined as ‘the application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other areas of activity, typically as an online marketing technique to encourage engagement with a product or service’.

It has emerged as a significant ad solution for brand experiences for the following advantages:

In fact, brands in India have seen an increase in consumer engagement up to 80% via gamified ad units.

Flipkart Ads alone has seen tremendous consumer engagement on its games platform:

How can brands utilize gamification to their benefit?

Here are the key takeaways from successful gamification campaigns:

(1) Identify your Key Business Objectives (KBOs) and the game elements that will enable them.

(2) Keep it simple and engaging: Keep the customer in mind while designing the game, ask yourself: Is it easy to play? Are the rules clear? Is the registration quick? Is it interesting for the consumer?

(3) Offer Incentives: Offering incentives attract more interest in the game, and therefore more participation.