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.

For many people, climate change can feel like an issue too vast to take action on. But role playing games – such as the World Climate Simulation – can help people get their heads around it, motivating them to take action by helping them see where they can make meaningful change.

The World Health Organization has joined TikTok to teach teens about Coronavirus through informative videos. As fears of a possible global pandemic rise and conspiracy theories snowball about the virus, expert bodies like the WHO are taking a role in communicating the facts.

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?