Category
Lifestyle
Assisted Choices
Trend cluster
Category
Adjacent
Gamification
The popular marketing strategy sees games with a loose tie to the product.
4.8
Trend score
Trend
What is the Adjacent Gamification trend?
Adjacent Gamification: Though gamification is often touted as the premier strategy for targeting Millennials and Generation Z, both generations are still likely to have an adverse reaction to marketing, no matter how much fun it is to interact with. Adjacent gamification adds an element of authenticity to battle this big-brand skepticism by placing less emphasis on the brand or product.
Trend themes
Themes within the Adjacent Gamification trend
Three behaviours holding the trend together01
Adjacent Gamification
Marketing strategy adds authenticity by placing less emphasis on the brand or product.
02
Gamified Advertising
Companies creating games around their products and services as a fun and interactive way to engage with consumers.
03
Mobile & Interactive Gaming
Mobile gaming platform grows as more brands design mobile game apps to attract new customers.
Industry implications
What the Adjacent Gamification trend means for industry
Where the trend changes the playbookFor
Advertising
Adjacent gamification strategy can help advertisers/authentic brand experiences that attract hard-to-reach consumers.
For
Gaming Industry
Interest in mobile gaming gives opportunities for designers and developers to create mobile games that attract brand collaboration.
For
Sporting Goods & Fitness
Fitness companies can create interactive gamified challenges to always engage customers and offer rewards.
Workshop question
How can you make your marketing seem less like marketing to accommodate the need for authenticity?
Trend signals
Trend signals for Adjacent Gamification
Trend score 4.8 out of 10, from popularity 72%, activity 64%, freshness 8%.
Popularity72%
Activity64%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Adjacent Gamification trend
4 featured examples from Aug 30, 2016 to Jun 22, 2017CategoryMarketing
Game-Embedded Pizza Boxes
The New Pizza Hut Box Features a Flick Football Field on Top
Opportunity to create engaging and interactive packaging concepts and promotions that enhance customers' dining experiences and boost sales.
CategoryMarketing
Cinematic Makeup Trivia Games
This Revlon Campaign Allowed Moviegoers to Win Makeup with Timeplay
Cosmetic brands can utilize interactive games to promote their products and engage with their target audience.
CategoryTech
Gamified Batting Practices
New Balance's NB Power Hitter Challenge Gamifies The Zepp Training App
Sporting goods companies can partner with training services to offer smart sensor technology and gamification features that bring added value to their products.
CategoryLifestyle
Gamified Marathon Events
'The Gaming Marathon' by Samsung is a Real-Life Race Game
Sports and fitness companies can explore gamification and technology to make marathon events more engaging and exciting for participants and spectators.
