This is a new theme, but it will be a major trend in children’s fashion communication, and that is why it is so important that you know and be “tuned in” to this novelty.
But after all, what is GAMIFICATION?
Gamification (also called ludification) is the use of game design techniques that utilize game mechanics and game-oriented thinking to enrich various non-game contexts.
Relax, we’ll explain it better…
Typically gamification is applied to processes and applications to encourage people to adopt it or to influence the way they are used.
Among the goals of gamification we can highlight the following:
– make technology more attractive
– encourage users to engage in desired behaviors
– Show a path to mastery and autonomy
– help solve problems without being a distraction
– take advantage of the human psychological predisposition to engage in games
This technique can encourage people to perform tasks they would normally consider boring, such as completing surveys, shopping, completing forms, or reading websites.
Available data from “gamified” websites, applications, and processes indicate potential improvements in areas such as user engagement, return on investment, data quality, timeliness, or learning.
Gucci for Zepeto
Gamification/play techniques tap into the natural desires for competition, achievement, reward, self-expression, vanity, altruism, and recognition.
Through the “skins” customers can reveal their personality and express their style as if they were inside a store.
Mark Jobs for Animal Crossing
Before a big brand uses a strategy like gamification to “communicate” with its customers, a lot of research (market and consumer) was done, so we know that soon other brands will also use this way of communication… until it ends up becoming common for all of us.
International brands and national brands have explored the world of games to create experiences and strengthen the connection with consumers, it seems like child’s play, but in fact, everything is designed to unite the brand and the customer even more.
Valentino for Animal Crossing
As we lose the contours of real personal interaction (enhanced by the pandemic) with people and objects, fashion brands are finding more intangible ways to represent themselves as a way to help their customers stay connected with them.
Vans for Roblox
Pandemic accelerated this digital shift, and now between digital fashion shows, numerous e-commerces, and even the introduction of the try-on feature, which allows the user to try on clothes virtually, gamification stands out and is becoming more recurrent every day.
Another term that is also going to be talked about a lot is the metaverse:
Metaverse is the terminology used to indicate a type of virtual world that attempts to replicate reality through digital devices. It is a collective, shared virtual space made up of the sum of “virtual reality,” “augmented reality,” and “the Internet.”
Facebook has already realized the importance of using the metaverse and will soon make changes to be able to use it: “Our goal is to help the metaverse reach a billion people,” said Mark Zuckerberg. He added that a metaverse can enable “hundreds of billions of dollars of digital commerce.”
Have you ever thought about how you can digitally communicate your product using gamification or the metaverse?
To apply game mechanics in the business, you need to be aware of the goal you want to achieve, you need to know what audience your brand/store wants to talk to plan a good way forward.
This reality may seem futuristic, but nowadays the transformations are made very quickly and that is why it is important to think of new ways to promote collections!
The two forms of communication unite our reality with virtual reality and unite games with our daily lives.