The integration of game mechanics into non-game contexts, known as Gamification, is gaining significance across diverse domains.
In an interview with The Hudson Weekly, Boris Belov, CEO and co-founder of GamifyCat, discusses how his Canadian company specializes in creating gamified products for marketing agencies and brands. Boris emphasizes how their company’s focus extends beyond just serving businesses, highlighting their commitment to enabling people to engage with gamified digital products for mutual advantage.
Could you share some background information about yourself?
Greetings, I’m Boris. I hold the position of CEO within the company and boast over a decade of experience as a Full Stack Product Designer. My journey commenced like many others, beginning with tasks such as logo design, crafting landing pages, and constructing corporate websites. Since 2019, I’ve assembled a team dedicated to crafting gamified products tailored for marketing agencies and brands. Now, in the majority of projects, I also take on the role of the principal Product Designer.
What defines Gamification, and what sets it apart from traditional digital advertising methods?
Gamification involves incorporating elements and mechanics from games into contexts that are not traditionally game-related, with the aim of enhancing user engagement and motivation. In contrast to typical online advertising, which primarily delivers direct product information or offers, gamification employs interactive and captivating experiences like mini-games, quizzes, challenges, and rewards to captivate and retain audience interest.
For which audience segments is this advertisement appropriate?
Gamified advertising is suitable for a wide range of audiences, including children, teens and adults of all ages. It is particularly appealing to users looking for fun, interactivity and rewards in the online space. From brands and advertisers to app developers and publishers, gamification offers opportunities to engage with target audiences effectively.
How does gamification extend beyond business objectives to also impact individuals?
Gamification prioritizes fulfilling both business objectives and addressing the needs and interests of users. It taps into users’ intrinsic motivations and emotional engagement, providing them not just with a product or service but with an immersive and distinctive experience. By fostering interaction, growth, and entertainment, gamification enriches the user journey, leaving a lasting impression. Particularly in times of global uncertainty, such as amidst climate change and conflicts, people seek stability and opportunities to unwind from worldly concerns. Our solutions effectively cater to these needs, offering a source of relaxation and mental respite.
Could you provide information about the clients you serve?
We’ve created gamified products for a range of prestigious clients, spanning from digital magazines such as Forbes and Men’s Health to renowned institutions like Dartmouth College. Additionally, we’ve collaborated with leading brands including Asus, Samsung, HP, Garnier, Nivea, JBL, MasterCard, and more to develop engaging gamified experiences.
What kinds of Gamified solutions is your team currently working on?
From websites and apps to interactive articles and advertising banners, gamification is permeating everywhere. Its benefits are felt not only by children and teenagers but also by users of all ages and social statuses.
Could you provide an example or story of a successful implementation of gamification in a project or product?
We have many examples of successful implementations of gamified digital products, but I can highlight one of my favorites. My team and I designed and developed a gamified product to promote the Asus Zenbook 14 laptop in collaboration with Forbes magazine.
The main task was to create a promotional project, including an animated landing page and an adventure mini-game. The landing page contains 10 blocks with detailed information about the laptop and the promotion. The game is developed on Unity and offers a choice of two characters controlled via the keyboard or the touch screen of a mobile device. The game features mini-games, quizzes, and contests. Having completed all tasks, users receive a promo code to buy a laptop. As a result of the successful campaign, Asus has received confirmed purchases of their new Asus Zenbook 14 and mentions on social media.
Are there intentions to extend the implementation of gamification beyond Canada’s borders?
Certainly, we collaborate with clients globally, engaging with companies across Europe, the USA, and Canada. Our scope isn’t confined to users within a single country, recognizing the interconnectedness of our globalized world. Our mission is to disseminate high-quality gamification to a wide-reaching audience.
