4 keys to making a brand game

Whether it’s when McDonald’s first rolled out its Monopoly game in the ‘80s or modern-day digital examples such as Nike+ Fuelband, the world’s top brands have long indulged in gamification to bring some fun to consumers’ lives, create a sense of loyalty, and add a little play to their traditional marketing push. The numbers don’t lie. As studies have shown in recent years, gamification is now a multibillion-dollar tool that has taken on an increasingly pivotal role in a brand’s marketing strategy. And as AR and VR take center stage, brand games will only become more commonplace.

But are all the fun and games truly worth the hype to those companies that haven’t dipped their toes in yet? Before rolling the dice on creating a game, brands new to the playing field should first address and tackle certain challenges that come with embracing the tactic.