This blog is about gamification and how to market a new game with six helpful tips from Padia (2015) .“Gamification is all around us” according to Danny Maco, former general manager of University Games (Silva, 2017). The utilisation of games can assist retailers boost sales by using this initiative to engage customers. “The role of gamification in retail can be understood through applying game mechanics to everyday processes, rather than attempting to simulate everyday life.” (Insley and Nunan, 2013, p.342).By engaging customers this way, the shopping experience will be seen as an activity not as a chore. More and more retailers are starting to use games to engage customers as it is keeping up with current trends. “It has been recognised that retail success in a multi-channel market depends on delivering an effective customer experience, not simply focusing on price and product innovation” (Grewal et al., 2009 as supported by Insley and Nunan, 2013, p.343).Taking the focus away from the financial side of the organisation and focusing more on the customer experience will boost sales as well as gain loyalty from customers.In order to create a game that will be successful, it’s important to find out what works well and adapt to the target market. According to Yeeply (2016) there are four steps that the game has to follow:

1. The Idea: It’s important to understand what your audience enjoys. As the app revolves around retail, feedback can be taken from current customers. This gets them involved in the process which will lead to more customers purchasing the game when it launches. Also, the game dynamics are important, the easier the game is, the more successful it will be.
2. Monetisation of the game: Knowing how to market the game is extremely important. The game will be aimed at loyalty card users, they will be offered the premium version as they are already loyal customers.
3. Technology to use: Getting the technology right is crucial for the games success. For this game, Unity 3D will be used as it works on both iPhone and Android, an important aspect to keep in mind.
4. Developers: Yeeply have helped create many games and they focus on the organisations overall success which is a key factor. They include four platforms: The difference between creating apps vs creating games, technology, weight design and graphics and performance.

By taking these initiatives, the game will be accessible to people who do not normally game and can help the organisation be the most successful it’s been to date.It is important to acknowledge the risks of designing and bringing out a game. Security is one of the main issues, (Newgenapps, 2018) as many aspects of the game can be copied and sold under a different name. It is also important to ensure that customer information is not shared publicly. This brings up the issue of ethics as “gamification effects intentions, attitudes and behaviour” (Maltseva, Fieseler and Trittin-Ulbrich, 2018, p.46). In terms of the game, this would include aspects such as customer emails and other contact details. Ethics are crucial to think about when discussing the making of a game. They are “a set of principles to facilitate the design of solutions that, on balance, promote desirable outcomes for the users” (Marczewski, 2017, p.56). When building the app, the creator runs the risk of becoming so attached that they become blind to the potential criticism and dangers. To overcome this risk, the creators of the game need to be aware of the chosen framework and ethical guidelines.

According to Padia (2015) there are six ways to market a mobile game with guaranteed success:

1. Have a link on the organisations website. This will reach online customers who do not normally shop via an app and may encourage this. There are five key elements to advertise via the website: Gripping Headlines, Relevant key words, easy access to social media, good imagery and smartly place CTAs (call to action)
2. Ask for feedback and reviews to gain a better insight to what people enjoy
3. Create forums for customers to discuss the mobile game
4. Be social with the game- Social Media can be implemented so a broader connection with the customers can be made
5. Partner up with other global names in mobile. Before the game launches, an insight about how the app launch process works and it can also expand the network of potential customers. Big mobile companies have experience with how to advertise a game to a global audience which can help assist the organisation with marketing strategies which will lead to improved customer engagement
6. Share videos of the game. Advertising via YouTube can be one of the fastest ways to promote a new app/game. It gives potential new and existing customers a sneak peek into what to expect

“Making your first game: Launching! How to Market Your Game”

If the organisation follows these six important steps, the retail game will set out to be a success with the hope of gaining a new and more dynamic audience. Gamification is designed to make repetitive tasks more fun and enjoyable” (Flatla et al., 2011 as supported by Tang and Zhang, 2018, p.5) Thus improving the shopping experience.

Bibliography

Insley, V and Numan, D. (2014) Gamification and the online retail experience, International Journal of Retail and Distribution Management, Volume 42: Issue 5, pp.340-351. [Online] [pdf] Available at: https://doi-org.ezproxy.brighton.ac.uk/10.1108/IJRDM-01-2013-0030 (accessed 27/03/2019)

Maltseva, K, Fieseler, C and Trittin-Ulbrich, H. (2019) The challenges of gamifying CSR communication, Corporate Communications: An International Journal, Volume 24, Issue 1, pp. 44-62. [Online] [pdf] Available at: https://doi-org.ezproxy.brighton.ac.uk/10.1108/CCIJ-09-2018-0092 (accessed 27/03/2019)

Marczewski, A. (2017) ‘The ethics of gamification’. [Online] [pdf] Available at: https://dl.acm.org/citation.cfm?id=3123756  (accessed 27/03/2019)

Padia, K. (2015) ‘6 Ways to Market your Mobile Game’, Apptentive. [Online] Available at:  https://www.apptentive.com/blog/2015/07/30/6-ways-to-market-your-mobile-game/ (acceseed 27/03/2019)

Silva, M. (2017) ‘Why Retailers Should Consider Gamification to Boost Engagement’, Shopify. [Online] Available at: https://www.shopify.co.uk/retail/why-retailers-should-consider-gamification-to-boost-engagement (accessed 27/03/2019)

Tang, J and Zhang, P. (2019) Exploring the relationships between gamification and motivational needs in technology design, International Journal of Crowd Science. [Online] [pdf] Available at: https://doi-org.ezproxy.brighton.ac.uk/10.1108/IJCS-09-2018-0025 (accessed 27/03/2019)

Yeeply (2016) ‘How to create a game: step by step guide’ [Online] Available at: https://en.yeeply.com/blog/how-to-create-a-game-guide/ (accessed 27/03/2019)