What is Gamification in Advertising? The Ultimate Guide to Interactive Marketing

As a paid search advertiser working for a brand/business, you are always looking for the secret sauce to come up with scroll-stopping and engagement-enhancing ads that boost brand visibility and conversions. 

While regular banner ads might still “spin the moolah wheel” for your brand, interactive ads take the advertising game to the next level. 

Imagine an ad that lets you spin a wheel to win a discount, take a quiz that reveals your ideal skincare routine, or compete with friends for rewards. Feels different, right? More fun, less of the quotidian fare! 

That’s the magic of gamification in advertising; it doesn’t just show a message but involves you (or the prospective customer).

But does gamification really work? More importantly, how can you use it to get better results from your paid ad campaigns?

Stick around because Pooja Ghariwala, our in-house SEM ninja, will help you dive deep into:

✔️ What gamified ads are and why they work

✔️ The best types of interactive ad campaigns for different industries

✔️ Proven strategies to make your interactive marketing efforts more effective

By the end of this blog, you’ll have the insights (and inspiration) you need to level up your interactive display ads and interactive video ads for maximum engagement and conversions.

Let’s spin the wheel, shall we?!

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Understanding gamification in advertising

Compare two advertising scenarios, one wherein a simple image of a guy biting into a juicy hamburger is shown, and the other wherein the viewer can spin a wheel to get a discount on that favorite kind of burger. Which one do you believe would likely engender better engagement?

At its core, gamification in advertising is about turning regular ads into experiences. 

There is a reason why leaderboards, challenges, and instant-win mechanics make gamified ads so effective. It is because they create excitement, encourage participation, and, most importantly, leave a lasting impression on your audience.

But the million dollar question is  ~ Does it actually drive results?

An insight into why gamification works in paid advertising

If you are thinking gamification in advertising is all fun and games, allow us to burst your bubble. 

It’s a tried and tested way to boost engagement, brand recall, and conversions. Here’s why brands like yours are embracing interactive ad campaigns:

• It captures attention (and keeps it!)

With traditional ads, users scroll past within seconds. Gamified ads, on the other hand, keep them engaged for longer, leading to a higher interaction rate on Google Ads. Interestingly, gamified ads can boost user engagement by 100% to 150%, thereby encouraging deeper user interaction with your brand’s content. 

• It makes your brand more memorable

People forget static ads, but they remember experiences. Interactive elements create an emotional connection, increasing brand recall and making your message stick.

• It drives more conversions

By incorporating rewards like discounts, freebies, or exclusive content, interactive ads users get the necessary encouragement to take immediate action.

• It encourages social sharing

Well, who doesn’t love showing off a win? Many gamified ads allow users to share their results, helping your brand gain organic reach and new customers.

• It proffers valuable user data

If you want to understand your audience better, interactive marketing allows you to track user behavior, preferences, and engagement patterns. This, in turn, gives you rich insights to refine your future campaigns.

Now that we know why gamification works, let’s explore the different types of interactive ads you can use.

Types of gamified ads to try

Now, some people love a quick game, while others prefer a challenge. The key is to choose an interactive ad format that feels natural for your brand and genuinely excites your customers. Here are some great options to consider:

1. Spin-to-win ads

A simple yet effective way to grab attention, users spin a virtual wheel for a chance to win discounts, freebies, or special offers. It’s quick, fun, and works especially well for e-commerce brands looking to boost engagement and conversions on the spot.

2. Interactive quizzes

People love discovering things about themselves, which is why quizzes work so well. They not only entertain but also help customers find the right products for their needs.

3. Scratch cards & instant wins

Who doesn’t love the thrill of scratching off a prize? They’re super awesome for limited-time promotions, giveaways, and lead generation.

4. Augmented reality (AR) ads

AR takes interaction to the next level by letting users “see” and experience products before buying. 

Whether it’s trying on those funky sunglasses, testing out a new lipstick shade, or placing a virtual couch in their living room, AR ads engender confidence and reduce buyer hesitation.

5. Challenge & leaderboard ads

When there is healthy competition on the cards, people are geared up to give their best. On that note, these ads motivate users to compete, track progress, and earn rewards, making them well-suited for fitness brands, gaming apps, and educational platforms.

Best practices for implementing gamified ads

Simply adding a game-like element to an ad isn’t enough. To truly maximize engagement and conversions, follow these best practices:

1. Keep it aligned with your brand

Your game should make sense for your brand. A fitness tracker app can use leaderboards but for an insurance company? Well, it’s not that great a fit.

2. Make it simple and intuitive

The rules should be easy to understand because if users feel confused, they’ll exit before engaging.

3. Offer rewards people actually want

Make your incentives relevant and valuable, something that your consumers will actually appreciate. A generous discount, exclusive content, freebies, or loyalty points work well.

4. Optimize for mobile

It’s a known fact that most users interact with ads on their phones; therefore, ensure a seamless, mobile-friendly experience.

5. Personalize the experience

Use data-driven insights to personalize ads based on user behavior, demographics, and preferences. The more relevant the ad, the better the rates of engagement.

The road ahead 

If you run TikTok ad campaigns for your brand, you might want to read about the common mistakes to steer clear of.