“Spin the wheel” promotions are some of the easiest to use and most recognised examples of how gamification can be used in marketing. By turning a simple promotion into a game, it’s possible for brands to transform passive browsing into an interactive and engaging experience that loyal customers really resonate with.
Temu and Yeo Valley are Paving the Way
Spin-to-win offers are a great way for retailers to reduce cart abandonment. These offers can be used to give people a percentage off their basket, and this is far more effective when compared to giving someone a small discount via a code. As people have to engage to spin the wheel, they’re far more likely to move down the sales funnel if they are lucky enough to get a discount code from it. Temu has shown how perfectly this can be executed as well. When users open the app, most often, they are greeted with promotional games that offer discounts. This can be clicking a present to get a discount, spinning a wheel, or solving a puzzle, which helps to create a sense of excitement regarding shopping.
Gamified promotions like Yeo Valley’s Dairy-go-Round are also popular. Players tap a block of virtual ice, which eventually cracks, and tells them if they have won. If people play multiple ice-breaker challenges, they can then spin a wheel to see if they have won a reward, which can be organic product giveaways or spa days. Streamers also commonly use wheels to pick names from people who have entered competitions, as people watch in anticipation as to who is going to win the prize. Another example would be iGaming, with casino online UK sites often using gamification as a way to engage people.
Daily games, which include picking a hat to win free spins, which can then be used across a number of titles, not only encourage engagement but also enhance loyalty. Sainsbury’s Nectar program also runs similar promotions. They allow people to scratch a virtual scratchcard to win bonus Nectar points, which can be applied to their shopping basket. Not only does this show what a powerful force gamification can be, but it also shows how it can be used across different verticals with remarkable success and fluidity.
Lead Generation and Engagement
One of the biggest draws of gamified engagement, whether it’s a virtual scratchcard, pick a box games, or spin-the-wheel mechanics, is lead generation. Gamification often requires people to enter their email or phone number before spinning or claiming a reward, which allows businesses to collect data while giving their customers something in return. Instead of simply asking for contact details, gamification is far less intrusive and offers a moment of excitement. As retailers often use mechanics like this to reward people with discount codes, many find that the average order value increases when promotions like this are in place. By offering 15% off orders over £50, it’s possible to encourage people to spend more, without using pushy or overly promotional marketing campaigns.
