Gamification and non-fungible tokens (NFTs) are just fragments of the larger picture known as Web3, where new worlds, perspectives, and opportunities await. The virtual reality landscape is rapidly expanding, with immersive universes, gaming platforms, and social applications becoming an integral part of our everyday lives. Gartner predicts that by 2026, 25% of people will spend at least an hour a day in the metaverse, engaging in activities such as shopping, entertainment, education, work, and more.
WANDS Paris, a company that draws inspiration from emerging trends, believes in using these technological advancements to create new dialogues between brands and their audiences. How can brands leverage the virtual world to achieve their marketing goals? One way is through the gamification of luxury, a strategy that many brands have already embraced. Studies have shown that gamification can increase engagement rates by up to 150%, making it a valuable tool for marketers.
Luxury brands are particularly open to gamification because of the connection between gaming and the luxury industry. By incorporating game mechanics into their marketing campaigns, brands can evoke emotions, surprise, and enchant consumers, immersing them in the brand’s universe. Elements such as rewards, loyalty programs, rankings, and challenges play a crucial role in an effective gamification strategy. By involving the user as both a player and a growth lever, brands can unify their community around common interests and values.
Moreover, gathering data through gamification provides valuable insights for developing commercial actions and regular reporting. There are numerous reasons why a brand should adopt gamification, including extending the brand’s storytelling, personalizing customer journeys, increasing engagement, conversion, transformation, and loyalty rates.
Leading luxury brands have already recognized the potential of Web3 and have entered the gaming world through collaborations with gaming platforms. For example, Louis Vuitton collaborated with League of Legends, Marc Jacobs collaborated with Animal Crossing, Gucci partnered with The Sims, and Balenciaga teamed up with Fortnite. The recent Metaverse Fashion Week showcased even more brands venturing into Web3, with wearables, limited edition NFTs, and virtual pop-up stores in spaces like Decentraland.
To embrace these new rules, brands can adopt various quick wins to transform their platforms and derivatives. This includes incorporating filters, augmented reality, 3D elements, web apps, immersive universes, and enhancing customer journeys. Rewards remain at the heart of gamification, offering promotional codes, personalized messaging experiences, access to exclusive events, and more.
WANDS Paris helps brands define their goals and integrates gamification mechanics to engage, transform, and foster loyalty among their audience. In the world of Web3, consumers seek experiences that go beyond reality. Thus, it’s crucial for brands to constantly provide personalized, engaging, and immersive experiences to captivate their audience, both before and after purchase. By incorporating gamification, brands can take their first steps into the Web3.0 world and craft a playful journey where the community actively participates.
This is a partner article.
Useful links:
– WANDS Paris
– Gartner
