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Gamification and its Impact on Marketing through Virtual and Augmented Reality.

Gamification, a revolutionary strategy in the world of marketing, has become the cornerstone to generate engagement and encourage interaction with the target audience. But what is gamification and how is it related to virtual reality (VR) and augmented reality (AR) technologies?

We look at what gamification is and how to create gamification in VR and AR to boost your development company's success in these emerging technologies. The term gamification is an Anglicism and its etymological root comes from the word game. Gamifying means bringing the game to areas where it is not common, such as training, human resources or work performance itself.

Gamification is a strategy that takes advantage of recreational and game elements to involve people and achieve specific objectives. It is about applying game mechanics, such as rewards, challenges and competitions. In other words, it is turning mundane tasks into fun and rewarding experiences.

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Gamification in Marketing: A Powerful Ally

In the field of marketing, gamification has established itself as an essential tool to build solid relationships with customers. Companies use gamification to create interactive and memorable experiences that drive brand loyalty and engagement. By incorporating gamification elements, brands can reward customers for their loyalty, encourage active participation, and gather valuable customer information.

Create Gamification in VR and AR

At Pixeldreams we take gamification to the next level through the use of virtual and augmented reality. With these technologies, you can immerse users in immersive, interactive and personalized experiences that go beyond imagination. Below we present some examples of how we can create gamification with these technologies.
  • Virtual Reality Games: We develop experiences that allow you to interact in totally virtual environments. These environments are used, for example, to recreationally test a company's products as if they were real and are mainly focused on training, the creation of virtual showrooms, or even remote technical assistance applications.
  • Augmented Reality Markers: We create Augmented Reality markers that customers can scan with their own mobile devices. These leaderboards can reveal hidden content, exclusive promotions, animated mascots, or challenges that reward interaction with the brand. Let's imagine, for example, the potential of this technology in the Retail sector or even in the Promotional Marketing sector through the creation of mascots that come to life and propose a game to the consumer after scanning the packaging itself.

Geo Hunting games in recreational environments using R.A.

We design mobile street marketing games by activating mascots at strategic geolocated points that allow the promotion of products or even team building activities for companies. Geomarketing allows companies to maximize their economic metrics thanks to the possibility of super-segmented marketing. Our applications allow us to know where each user is, how they interact with their environment and how they interact with the brand through the “hunting elements” that appear as they access each POI (Point of Interest). These metrics are stored in a database for later analysis. In the tourism sector, augmented reality can be used to replace traditional audio guides with actors or virtual guides in AR that direct tourists to points of interest in the city or allow tourists to see what it was like. a place in the past (VR). All of this allows tourists to have a gamified, immersive and personalized experience of their trips.

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Advergaming with Custom Virtual Tours

Advergaming is an advertising technique that consists of using gamification as the central basis of advertising for a brand or company. The main characteristic of advergames is that they try to be a non-intrusive form of advertising, integrating game elements, such as quizzes or missions, and increasing participation and learning. Our advergames are games specially developed for smartphones, tablets or desktop computers with the aim of creating a fun story through the benefits of the product. For example, at Pixeldreams we created an advergame for the cleaning product KH7 in the context of a home that had to be cleaned in the shortest time possible. This game was designed with the objective that players would have a very low learning curve by being exposed to the brand's advertising in a subtle and elegant way.

Gamification in the Classroom: An Educational Revolution

Gamification in the classroom refers to the application of game elements and playful mechanics in educational environments. This not only makes the learning process more engaging, but also encourages active student participation. But what exactly is it and how is it applied?

It consists of transferring the mechanics of the games to dynamics taught by teachers. A learning method in which student motivation is stimulated, encouraging interaction with the virtual experience and greater cognitive impact.

Who is Gamification in the Classroom aimed at?

Gamification in the classroom has no limits in terms of its target audience. It can be applied from early childhood education to primary education, and beyond. It is a versatile strategy that adapts to different educational levels and subjects.
  • Early Childhood Education: Children in childhood can benefit from educational games in VR and AR that stimulate creativity and early learning.
  • Primary Education: At this stage, gamification can be used to teach mathematics, science and other subjects in a more interactive and fun way.
  • Higher Education: Even at advanced levels of education, such as medicine, engineering or architecture. Gamification can be used to improve engagement and understanding of complex concepts.

Examples of Gamification in the Classroom with VR and AR

  • Logic and Mathematics. Educational Games: Create a virtual escape environment where students solve problems and challenges related to the lesson content. Games to enhance reasoning.
  • The human body. Augmented Reality Games: Use AR applications to convert real-world elements into interactive learning experiences: Like the street marketing experience we developed for Santa Coloma, in which “interactive models” must be caught to obtain rewards.
  • History and Heritage. Virtual Simulations: Learn historical events through immersion through virtual reality.
  • Violence Therapies Treatment: Bullying, Sexist and Sexual Violence: Health applications use AR to motivate people to lead a more active lifestyle. When walking or running outdoors, users can find virtual objects that grant them rewards and achievements to encourage physical activity.
  • Occupational Risk Prevention and VR Training: Training companies use VR gamification to create realistic and immersive simulations. For example, firefighters can practice firefighting in a virtual environment, where they earn points for performing effective actions.
  • Interactive VR Education: Gamification is integrated into education through virtual tours that allow students to explore historical worlds. Answering questions correctly or completing challenges allows them to advance their learning.
  • Education and Training: A virtual training resource that can be used as a preventive and experiential method for bullying or other violence therapies.
  • Experiential Marketing in AR: Brands take advantage of AR to create interactive advertising campaigns. Customers can scan an ad and participate in games or experiences that allow them to learn more about a product.
  • Experiential Marketing in VR: Virtual experiences like the one we developed for Bimore, allowing the user to walk into a container (or packaging) and interact with the nutritional properties of the product as a game.

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Effective Gamification Methodologies

  1. Define Clear Objectives: Before implementing gamification in VR or AR, it is crucial to establish concrete objectives. What do you want to achieve? Increase participation? Improve learning? This will guide your design decisions.
  2. Incorporate Gaming Elements: Add gameplay elements, such as rewards, challenges, and competitions, into your VR or AR app. These incentives will keep users engaged and excited.
  3. Personalization: Use user data to tailor experiences. Create custom learning paths or specific challenges for different users.
  4. Constant Feedback: Provides instant feedback. Whether in the form of points, achievements or comments, feedback reinforces the desired behavior. KPI and metrics system to know how many people have interacted.
  5. Friendly Competition: Encourages healthy competition by allowing users to compete with friends or colleagues. Leaderboards and achievements are great for this.

Benefits of Gamification for Companies

Gamification helps make virtual experiences in companies more attractive and motivating, encouraging participation, commitment, cooperation, loyalty and the collection of KPI metrics. An opportunity to innovate by promoting interaction with the customer.
  • Increased Customer Engagement: Gamification motivates customers to interact with the brand in a more active way. Examples like VR contests or AR experiences with rewards encourage consumers to engage with the company.
  • Improving Employee Engagement: Gamification is not only effective in the field of marketing. It can also increase employee motivation. Gamified VR training programs, for example, make learning more engaging and effective.
  • Customer Loyalty: By rewarding customers for their loyalty and participation, a stronger bond with the brand is created. This is achieved by providing incentives, such as exclusive discounts or premium content.
  • Collecting Valuable KPI Data: Gamification allows companies to collect data on user behavior and preferences. This data can be used to improve decision making and personalize marketing strategies.

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Examples of Business Gamification

  1. VR Loyalty Programs: Airline companies use VR loyalty programs that reward frequent travelers with exclusive points and benefits.
  2. AR Shopping Apps: Some retailers have developed AR apps that allow customers to unlock special offers by scanning products in the store.
  3. Employee Training in VR for ORP: Large companies use gamification in VR training programs, where employees compete to improve their skills, knowledge and prevent workplace accidents.

Difference between Gamification and Game-based Learning

Both methodologies pursue the same objective: putting the user as the protagonist of immersive learning. Gamification, unlike game-based learning, is a technique that can be applied in different fields (especially business and professional), from gamifying a customer's registration or a user's purchasing process, to a fully interactive virtual experience of a product.

On the other hand, Game-Based Learning is an excellent training resource to innovate in the education of students, students and teachers within the classroom.

At Pixeldreams we recommend using Gamification to structure and gamify projects with different dynamics for a multitude of corporate experiences, especially in the field of companies and businesses.

How to Implement Gamification Strategies

  • Gamification Game Design: To create effective gamification games in VR and AR, it is essential to define learning objectives and then design activities and challenges that users must overcome.
  • Gamification Activities: Use game elements, such as rewards, competitions and achievements, to motivate users in their learning process. Constant feedback is essential to maintaining your commitment.
  • Personalization: Adapting gamification to users' preferences and skill levels increases the effectiveness of the strategy.

Gamification Based Learning

Gamification-based learning is a combination of both approaches. Game elements are used to encourage learning and active user participation. Gamification activities and challenges are specifically designed to teach concepts or skills. This approach takes advantage of both strategies, striking a balance between fun and effective learning.

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