Gamification and customer engagement
Participation is not created by adding points to every activity. I design journeys and mechanics that connect customer motivation with a behaviour that matters to the business.
From objective to mechanic
First we define the desired behaviour: learning about a product, completing a journey, returning to a service or sharing an experience. We then select mechanics according to audience, context and perceived value. An engaging game is not enough if it does not support the objective.
Journeys, programmes and platforms
Work may cover concepts, onboarding, missions, progression, communities and integration with loyalty and CRM. I define requirements and the business case and coordinate teams and delivery partners. Apps and platforms should make participation easy, with understandable rules and access suited to the audience.
Promotions within the project
Promotional initiatives can form part of a journey where they fit the context. Choices should reflect economic sustainability, operational management and applicable requirements. Engagement design must be coordinated with those responsible for the initiative’s legal and administrative aspects.
Measure beyond registrations
Active participants, completion, return visits, conversion and the quality of collected data are more useful than registration totals alone. We define indicators and data collection points in advance, compare observed behaviour with the objective and refine the journey.
Frequently asked questions
Does gamification mean building a video game?
No. It may involve progression, feedback, missions or recognition within a relationship journey, without a standalone game.
Can it be integrated with loyalty?
Yes, where the mechanics make the programme more useful and understandable and results are measured against retention objectives.