How to Integrate Gamification Into a Multi-Brand Strategy Without Losing Brand Identity

Integrating Gamification into a multi-brand strategy can be an extremely powerful way to drive engagement across different customer segments. However, maintaining distinct brand identities while doing so is vital to preserving the special value each brand offers. Today, we’ll look at how to successfully integrate gamification into a multi-brand strategy. But first we need to…

Understand Multi-Brand Strategy

A multi-brand strategy is an iGaming company's approach to developing, promoting, and managing its different gaming brands. With a portfolio of brands, it can offer various games and features made with different customer preferences in mind. 

Big players in the industry often have the means and know-how to create powerful multi-brand strategies with a variety of gaming options, including slots, table games, and live dealer sessions. By marketing each product line under different brand names, they can minimize competition among their own offerings, enjoy a diverse range of revenue streams, and expand their market presence.

This allows providers to respond accordingly to shifting player preferences, so they don’t lose growth momentum. 

Gamification Defined

In simple terms, Gamification is the use of gaming elements in non-game contexts to drive player engagement, motivation, loyalty, and retention. In iGaming, this translates to injecting elements such as points, badges, leaderboards, challenges, and rewards into the user experience (UX). 

The main goal here is to create a more colorful environment that nudges players to interact with products or services, leading to increased customer satisfaction and retention. By tapping into players' inherent desire for competition, achievement, and social connection, Gamification can do wonders when it comes to UX by tickling our inherent need for competition, achievement, and social connection. This can help establish a deeper emotional connection to your brand.

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Benefits of Gamification in Multi-Brand Contexts

By sprinkling Gamification across different brands you can enjoy the following advantages:

• Unheard-of Levels of Retention: Gamification nudges players to interact with various brands through interactive challenges and rewards. By creating fun and immersive experiences, you can get your players to explore multiple brands within the portfolio, leading to massive boosts in engagement.

• Customer Loyalty Boost: Gamification gives people a sense of achievement and community, helping you elevate customer loyalty across brands. Players also yearn for motivation, which Gamification can bring about with ease. Hence, they become much more likely to participate consistently, earn rewards, and engage with different brand offerings, reinforcing their commitment to the brand family.

• Competitive Differentiation: In today's dog-eats-dog market, Gamification can differentiate a company’s brands by providing immersive experiences specially designed with specific audience segments in mind. This competitive edge helps you stand out, as you attract new customers and retain your existing ones.

• New Cross-Promotion Opportunities: With Gamification, you can facilitate cross-brand engagement. This gives your players to earn rewards in one brand that can be redeemed in another. That’s also how you build a cohesive brand ecosystem.

• Precious Data Insights: Cross-brand Gamification helps companies gather precious data on player likes, dislikes and behaviors, which allows for more targeted marketing strategies and polished game offerings.

Integration Basics

Here are some of the core elements you need to think about when implementing Gamification into your brands:

• Immersive Gamification Elements:
  
  • Customize rewards, challenges, and play mechanics for every brand while sticking to a cohesive framework.
• Consistent Brand Messaging:
  
  • Make sure each Gamification element aligns with the unique messaging of each brand.
• Cross-Brand Collaboration:
  
  • Brands should collaborate in shared gamification features to drive synergy and not fall behind in visibility. 

Prominent Use Cases

Coca-Cola, Nike, and Unilever have done a great job demonstrating how companies can integrate gamification into their multi-brand strategies while keeping their brand identity intact.

Coca Cola

Coca-Cola has a well-known portfolio, including Diet Coke and Fanta. The company launched the “Coca-Cola Freestyle” vending machine, which gives people the option to create custom soda mixes. They smartly gamified beverage selection and enabled sharing on social media, all while maintaining individual brand identities.

Nike

Nike, with sub-brands like Nike+ and Jordan Brand, used Gamification through its mobile apps, such as the “Nike Run Club” and “Nike Training Club.” The apps include challenges, leaderboards, and badges, which motivate people to achieve fitness goals.

Unilever

Unilever manages multiple brands like Dove and Axe. Their “Project Sunlight” campaign gamified sustainability and motivated families to participate in eco-friendly practices while rewarding them for their commitments. 

Are you ready to boost loyalty and retention with the power of Gamification? If so, look no further than Smartico.ai – the first unified and most in-demand Gamification/CRM Automation solution on the market. Book your free in-depth demo here.

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