# Adjacent Gamification The popular marketing strategy sees games with a loose tie to the product. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jun 27, 2017 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/adjacent-gamification ## Key Figures - Trend score: 4.8/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Aug 30, 2016 to Jun 22, 2017 - Published: Jun 27, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Themes within the Adjacent Gamification trend ### Adjacent Gamification Marketing strategy adds authenticity by placing less emphasis on the brand or product. ### Gamified Advertising Companies creating games around their products and services as a fun and interactive way to engage with consumers. ### Mobile & Interactive Gaming Mobile gaming platform grows as more brands design mobile game apps to attract new customers. ## What the Adjacent Gamification trend means for industry ### For 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 for Adjacent Gamification Trend score 4.8 out of 10, from popularity 72%, activity 64%, freshness 8%. - Popularity: 72% - Activity: 64% - Freshness: 8% ## Examples of the Adjacent Gamification trend 4 featured examples from Aug 30, 2016 to Jun 22, 2017. - [Game-Embedded Pizza Boxes](https://www.trendhunter.com/trends/flick-football-field): The New Pizza Hut Box Features a Flick Football Field on Top (Category: Marketing) Implication: Opportunity to create engaging and interactive packaging concepts and promotions that enhance customers' dining experiences and boost sales. - [Cinematic Makeup Trivia Games](https://www.trendhunter.com/trends/revlon-campaign): This Revlon Campaign Allowed Moviegoers to Win Makeup with Timeplay (Category: Marketing) Implication: Cosmetic brands can utilize interactive games to promote their products and engage with their target audience. - [Gamified Batting Practices](https://www.trendhunter.com/trends/nb-power-hitter-challenge): New Balance's NB Power Hitter Challenge Gamifies The Zepp Training App (Category: Tech) Implication: Sporting goods companies can partner with training services to offer smart sensor technology and gamification features that bring added value to their products. - [Gamified Marathon Events](https://www.trendhunter.com/trends/race-game): 'The Gaming Marathon' by Samsung is a Real-Life Race Game (Category: Lifestyle) Implication: Sports and fitness companies can explore gamification and technology to make marathon events more engaging and exciting for participants and spectators. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)