Mobile marketing solutions provider Upstream released research which reveals that marketers believe in the power of “gamification” and that consumers are more likely to respond to game-based marketing mechanics – but only 27 percent have used the tactics in their campaigns.

So, what is gamification? The term relates to the use of game design techniques/mechanics to solve problems and engage audiences. Examples include achievement badges, leader boards, progress bars, virtual currency, etc. Gamification to date has related primarily to consumer oriented web and mobile sites.

Upstream found that two thirds of the marketers questioned did not fully comprehend the term gamification, but after being briefed, 64 percent stated they felt game mechanics would improve relationships with customers.

As to what rewards will generate the highest response, the verdict seems to still be out. 34 percent said free products would be most engaging, followed by cash (25 percent), a high value single prize (24 percent) and points (11 percent).

Guy Krief, Senior Vice President of Innovation, Upstream, who gave the seminar ‘Gamification and Mobile: Press Start’ at Adtech 2011 in London said:

“With customers being bombarded with promotional messages from brands on a daily basis, we need to help marketers make intelligent use of real-time gamification – moving it from the latest buzz word to the reality of influencing consumer behaviour. Gamification can make the key difference to any marketing campaign, making it more interactive, engaging and exciting for the consumer and more profitable for the brand.”