*Por Andressa Scasso, Territory Manager, Brazil, etermax Brand Gamification™
The last quarter of the year is a special time in the advertising, marketing and many other related industries. Consumers are looking for gifts for the holidays or planning their vacations, and advertisers invest a lot of resources to win the race and get as many sales as possible.
Being the e-commerce one of the main purchasing methods – in the last year alone, it registered a 175% increase in revenue compared to the previous year (Argentine Chamber of Advertisers / Kantar) – I can assure you that gamification is positioned as a key segment to capture the attention of audiences in a period of constant information overload.
From June 2023 to June 2024, the e-commerce in Brazil, the e-commerce sector has shown robust growth. In terms of revenue, the Brazilian Electronic Commerce Association (ABComm) estimated an increase of 10.45%, with the sector’s revenue projected to reach R$205.11 billion in 2024. The average online shopping ticket is expected to be around R$490, with a total of 418.6 million orders expected.
Furthermore, the market for e-commerce has seen a significant increase in the number of consumers, with 91 million Brazilians shopping online. The platforms e-commerce Mobile devices continue to gain popularity, reflecting the global trend towards increasingly mobile and accessible digital commerce.
This growth is driven by several factors, including the adoption of emerging technologies such as artificial intelligence and strategies omnichannelwhich improve the customer experience and operational efficiency of online stores.
Below, I want to share 4 reasons why this can be the key tool to prepare an effective advertising strategy during the last months of the year.
✔️ An immersive format that adopts video game elements.
Given the increase in demand during the last period of the year, advertisers usually respond to advertising spaces to capture buyers. However, the abundance of advertising inevitably causes people to become overwhelmed and overwhelmed. All of this has the opposite effect on the messages that brands want to convey, as they are unable to capture people’s attention (whether voluntarily or involuntarily), compromising the investment, as it may lose its potential in the competition for attention.
In-game advertising formats such as interactive ads, Playable Ads and augmented reality (AR) or virtual reality (VR) options open the door to new experiences that offer rewards and provide differentiators to participants.
✔️ Facilitates retargeting thanks to its engagement capabilities.
Impacting consumers who previously interacted with the brand, through retargeting strategies, is often a very useful tool at this time.
Thanks to the high level of engagement that gamification generates, due to its playful elements that involve the user in a much more relaxed way when faced with messages, gamification is able to improve brand recall for the gamer consumer and possibly convert the advertiser into one of the first options when choosing a brand in its product category.
✔️ Personalized and segmented campaigns
When we want to be effective, it’s more important than ever to reach the right people with personalized messages.
In this sense, gaming offers us two advantages. Firstly, reach: video games are a massive pastime that reaches two-thirds of the online population. And secondly, targeting: we can segment campaigns — with the help of contextual, technological and user data — to ensure that each consumer is reached with the right message.
✔️ Generates communities that add value to the experience
Players who participate in these spaces demonstrate their knowledge, compete in a friendly manner, collaborate to answer questions and learn. They help to form a community. A consolidated community also means an increase in brand presence: interaction with other people gives greater importance to the activities in which we participate, fueling word of mouth.
For the upcoming shopping season, the key will be to impact users with content they haven’t seen before. Gamification is positioning itself as an effective strategy for brands by linking ads in a voluntary and active way. This way, with greater engagement, more possibilities for conversion and brand recall.
Learn more about the world of Brand Gamification™ with Etermax, a pioneering specialist in how to irreverently connect brands to gamer consumers by accessing the site.
Follow ADNews on Instagram e LinkedIn.
#ADDSomethingNew #ADNewsOficial #ADGroupBR
