Brands put their game face on (Landor Perspectives 2012)

This article argues that many brands' adoption of gamified apps and services to engage consumers lack interactions that contain any degree of behavioural complexity, which it contends is key to creating deep levels of connection.

Brands put their game face on (Landor Perspectives 2012)

Jason BiceLandor Associates

Gamification. As I write this there are probably no less than 25 books on the subject and 50 speakers making the various circuits about how this is the next big thing in branding. The use of game-design techniques to solve problems, motivate, and engage people is not new. We've seen it in loyalty programs, brand-sponsored contests, and elementary school fundraisers. What's new is the technology that allows game elements to be applied to virtually any experience. And it is in the places where this technology lives that...

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