Gamifying Digital Marketing Maximises Engagement

In 2018, the global gaming industry generated just shy of $135 billion and is set to top $325 billion this year – with projected 7.7% year-on-year growth taking its valuation to $545.98 billion in 5 years. If if you still think gaming is only for younger people, the percentage of gamers aged 55-64 grew by 32% in the last two years. 

Gaming and gamification are slightly different things, but the strongest link is that the surging popularity of gaming has made gamification in the digital marketing industry a red-hot commodity – one that South African full-service digital marketing agency Flume is tapping into with the establishment of Flume Gaming.

A cutting-edge team at the forefront of gamification in digital marketing, Flume Gaming specialises in hyper-casual games that seamlessly integrate into marketing campaigns, revolutionising customer engagement and brand promotion.

Gamification captures and retains audience attention by creating interactive and thrilling games that drive customer participation and reinforce brand messaging. If you’ve ever dragged yourself out of bed to score points for exercising, you’ve been part of the gamification experience.

Marketers not taking advantage of gamification are missing out: gamifying a website can boost browsing time by up to 30%, game-based motivation increases user engagement by 48% and a fully-engaged customer tends to net an average of 23% premium in terms of profitability, while actively disengaged customers represent a 13% discount. 

“Digital engagement has moved far beyond social media platform likes, double-taps and comments,” says Flume managing director Jacques du Bruyn. “Marketing captures the attention – and there are few things that do so more than presenting someone with a challenge or a puzzle to solve, with a reward attached. It’s about forging meaningful connections between brands and consumers. By infusing your marketing strategies with gamified elements, you provide memorable interactions that leave a lasting impact”.

70% of global 2000 companies use gamification in some way, 50% of start-ups use gamification

The kind of hyper-casual games produced – or simply re-skinned – by Flume Gaming are designed to be accessible and instantly captivating, with simple mechanics that anyone can enjoy. Whether it’s a swipe-to-win game, trivia challenges, or puzzles, these gamified elements serve as touchpoints that increase brand awareness, drive engagement, and create brand loyalty.

“The gamification revolution is in full swing – the global gamification market is projected to grow from $9.1 billion in 2020 to $30.7 billion by 2025, with Africa set to see one of the fastest growth rates, expanding by over 60% this year, alone,” says Ashton Freeman, animation & gaming team lead at Flume.