Games are serious business for brands and we need to get it right


Consumer engagement can’t be won easily – especially when they are getting increasingly desensitized to regular advertising messages.  But a combination of the right context and concept do bring deeply engaged consumers.  And in gamification, this combination is the only way to not appear as a gimmick

To get the context right – we need to analyse and understand our audience well.  Set clear goals and success metrics for the ‘game’ to achieve.  Context for a health brand with a goal to download their app vastly differs from a chewing gum brand introducing 3 new flavours to the market.  A key insight regarding the target audience provided the right context for our Mentos activation

Getting the right concept is a combination of factors like how unique it is, what level of sophistication is needed, the brand fit and ofcourse how much budget is available which then guides the incentives.  When we were approached by Dell to bring in offline customer base to their Facebook page, we developed a concept that showcased ‘Innovation’ – key to their brand value.  

Gamification is beyond just consumer/brand engagement.  As per the recent Mary Meeker Report, gamification has been adopted by industries as diverse as healthcare (for research and training), military (for training) and by companies (for work productivity).  

At Centric with our combined expertise in idea development, technology and media deployment, we can get the game right for your brand

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Parag Chemburkar

About the Author Parag Chemburkar

Parag Chemburkar is the chief creative officer at Centric DXB. He leads the most talented creative team in the region, tasked with pitching original design concepts to some of the biggest brands in the region. Aspiring winners of the Cannes Gold can reach him on [email protected]