The gamification market is flourishing as brands seek to engage potential customers in novel ways. But what do people get out of these ads and campaigns? Canvas8 spoke to Nannan Xi, a researcher at Gamification Group, to learn how different game elements affect consumer-brand relationships.

Adidas and Transport for London have collaborated to design the Oyster Club pack, a limited-edition run of three different trainers. Each trainer has been to designed to celebrate the history of London’s transport and is connecting with Londoners through their shared cultural identities.

As banner ads and billboards struggle to draw attention, brands are increasingly adopting novel forms of advertising to engage people. Gamification offers one solution by rewarding ‘players’ for their active participation. How can brands use these adverts to build stronger bonds with audiences?

Cadbury’s award-winning ‘It’s Creme Egg hunting season’ campaign has returned, with a meta-take on the easter egg hunt that hijacks other brands’ media to place its product. Such playful gamification techniques are proven to drive engagement and make consumers feel closer to the brand.