Gamification: it’s a relatively new buzzword, but you’ve probably been hearing a lot about it lately. Why? Because it’s now clear that digital games go well beyond your XBox and Farmville accounts. All kinds of brands can use games to promote their products: here, for example, Edelman PR‘s Robert Phillips discusses the firm’s success creating a digital bar distraction for popular rum brand Captain Morgan.
And companies don’t just use gamification to entertain customers and familiarize them with a brand–it can help them develop better products and figure out exactly what the public wants from them in the first place. We recently had the chance to chat with Julie Wittes Schlack, SVP of Innovation and Design at Communispace, to figure out how they help brands like Kraft, State Farm, Citigroup and Comcast develop better products and marketing campaigns with simple betting games known as “prediction markets.”
How does the public see “gamification”? Do they distinguish it from traditional video games?