Observed Signal · Jul 14, 2022 · Editorial · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Why Gamification Is So Effective in Marketing
Gamification uses game elements to make non-game experiences more interactive, engaging, and effective across wellbeing, ecommerce, news, and recruitment. The article explains that fun is the secret ingredient that draws users back, and that applying game mechanics such as points, badges, leaderboards, avatars, progress tracking, and tutorials can boost motivation and time spent. It highlights that Gameloft uses gamification-based ads and campaigns to help advertisers reach audiences, with relevant findings from mobile game users. A recent Gameloft survey reports that 90% of users remember interactive ads up to two days after exposure, and 75% of media agency employees confirm interactive ads and gamification as the best way to build trust. Case examples include the Fanta mini-game The Mouth (developed with Ogilvy and brMalls) and Philips pediatric coaching to ease MRI anxiety. The article also notes the rise of mobile-first experiences and the potential of HTML5-based, immersive ad formats.
General overview of gamification in advertising; not breaking news.
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Key Takeaways & Evidence Grounding
- Gameloft uses gamification-based interactive ads and campaigns for clients.
- A Gameloft survey found 90% of users remember interactive ads up to two days after exposure.
- 75% of media agency employees say interactive ads and gamification are the best way to build trust with customers.
- The Mouth is a Fanta mini-game by Gameloft (with Ogilvy and brMalls) featuring an offline mall activation.
- Philips launched a pediatric coaching gamification app to help reduce MRI anxiety in children.
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Whale TV and Teads Make CTV Inventory Globally Available
Adtech company Teads is expanding its Connected TV offering with additional home screen inventory from Whale TV. Advertisers can now buy Whale TV's ad inventory in over 100 countries through Teads' Ad Manager. The two companies are expanding a collaboration that began in 2024, initially covering the Netherlands and Central/Eastern Europe. Whale TV, formerly known as Zeasn, reports 47.5 million monthly active TV devices globally, with 35% in Europe. The company works with over 400 TV brands including Philips, TCL, and Sharp. Teads now has direct access to over 500 million addressable TV devices for home screen advertising and has delivered more than 6,000 home screen campaigns since 2023. The offering includes home screen mastheads and native display formats that can expand to fullscreen video.
Jon Cook Steps Down as CEO of WPP Creative and VML
Jon Cook, global CEO of VML and WPP Creative, will step down after more than 30 years with WPP, effective March 2027. Eric Campbell, currently CEO of VML and WPP Creative in North America, will succeed Cook as global CEO of VML, while retaining his North American role at WPP Creative. Cook will remain in his positions until the transition to ensure a seamless handover. The announcement, made on October 2, 2026, follows the recent exit of Troy Ruhanen from Omnicom Advertising, marking significant leadership changes in major holding companies. WPP has not yet named a successor for Cook's role as CEO of WPP Creative, which he has led since its launch in February 2026. Cook also led the creation of VML in 2024 through the merger of VMLY&R and Wunderman Thompson. These changes come amid broader restructuring at WPP, with the industry closely watching the impact on creative landscape and client relationships.
OOH Beyond Billboards: Experiential Outdoor Ads
The Drum previews the upcoming OAAA Obie Awards with insights from host David 'Shingy' Shing, OAAA CEO Anna Bager, and creative leader Susan Credle. The conversation centers on the evolution of Out-of-Home (OOH) advertising from static billboards to experiential, interactive campaigns that create memorable brand encounters. Examples include Spotify posters designed to be stolen, Jeep parking spaces in unconventional urban spots, and IKEA's miniature living spaces. The discussion also touches on the role of CGI and AI in OOH, such as Maybelline's CGI train and OpenAI's ChatGPT billboard campaign, which is shortlisted for an Obie. The experts emphasize that OOH's power lies in creating physical, shareable experiences that generate meaning beyond simple measurement.
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