---
title: "Gamification"
description: "Gamification in live marketing is a playful but effective way to win your audience's attention and build brand experiences people remember."
type: "know-how"
language: "en"
canonical_url: "https://mademarketing.ch/en/know-how/gamification"
publisher: "made Marketing GmbH, Zürich"
llms_txt: "https://mademarketing.ch/llms.txt"
---

# Gamification

> Gamification in live marketing is a playful but effective way to win your audience's attention and build brand experiences people remember.

## Gamification that works and is fun

Gamification has become a powerful tool in modern marketing.

It is a playful but effective way to make content tangible. It sets a positive mood and pulls people into the action instead of talking at them. At a festival, at the point of sale, in a mall, at a station or on the move: whoever plays is emotionally involved, and that is what makes the difference.

The interesting part: gamification does not only work for light topics. Subjects such as **education, prevention, awareness and internal communication** can be carried across just as well, in a way that holds attention and stays with people.

Images (4):
- White exhibition table with weight dummies and icons of energy sources such as nuclear power, water and coal
- Green Sprite container of the Stayfresh Zone with four shower cabins and basketball hoops, visitors standing in front
- Blick stand in a foyer with a red back wall, a digital Glücksrad on screen and display cases with sneakers
- Oversized red XXL car from AXA in the concourse of Zürich main station, an LED screen behind it

## Two unusual gamification examples

The [AXA prevention campaign at Zürich main station](/cases/axa-kampagne-hb-zurich) and the [staff activation for the Blick rebranding](/cases/blick-rebranding-gamification), an example of internal communication.

## Gamification: four good reasons

**Gamification for brands: how to activate your audience playfully and effectively.**

- **More engagement through interactive brand activation.** Gamification turns a passive audience into active participants. Interactive game mechanics raise attention, strengthen brand loyalty and create real engagement.
- **Audience insight from real data.** Every playful interaction produces useful information. You understand your audience better, personalise content and build lasting customer relationships.
- **Experience marketing with a wow effect.** Gamification creates on-brand micro-experiences with strong impact. At the point of sale, at events or on roadshows: your brand becomes something people feel.
- **Lasting brand perception in physical space.** In a world of digital overload, playful physical touchpoints create a real connection. Gamification formats make people share, talk and come back.

## We plan your gamification activation with you

We take you from the idea to the finished gamified brand presence, matched to your audience, your goal and the place it will stand.

- **Define the goal of your gamification.** What do you want the concept to achieve? More brand awareness, stronger customer loyalty, leads, user data? A clear goal is the basis for everything that follows.
- **Audience analysis as the foundation.** Who do you want to reach? We look at the interests, behaviour and needs of your audience. That is how an experience comes about that hits emotionally and triggers engagement.
- **Choose the right gamification elements.** Challenges, reward systems, games of chance or group games: we pick the mechanics that fit your brand and your use case, always with an eye on the user experience and the effect on the brand.
- **Built into your live marketing.** Gamification becomes part of your overall strategy. As a highlight at a trade fair, a recurring element on a roadshow or an interactive tool at the point of sale: we make sure it fits your brand world.
- **Measurement and analysis.** Depending on the format we record simple but meaningful metrics such as the number of participants, interactions or pieces of content generated. Those insights help you judge what the activation did and where to take the strategy next.

Questions? Already have an idea or an approach? Tell us what you have in mind and we will work out feasibility, options and concepts.

## What clients say

> We have now rented the digital Glücksrad for a careers fair for the second time. The pupils were crazy about hitting that buzzer!
>
> — **Olivia Gemperle**, Sales & Marketing Assistant, HWB Kunststoffwerke AG

> Many thanks for the great support before and during the fair. Working with you was real fun.
>
> — **Jeannine Fasel**, Zuger Kantonalbank

## FAQ

### What is gamification in live marketing?

Gamification means building playful elements into a brand presence, such as a Glücksrad with a buzzer, a challenge or a game developed from scratch. People who play stay longer, engage with the brand and start talking. It works at festivals, at the point of sale, at trade fairs and in stations.

### How much does a gamification activation cost?

The most affordable option is the digital Glücksrad, a prize wheel on a screen, at 1'950 francs flat for 1 to 5 days, including an individual design. A game developed from scratch with a built housing starts at around 15'000 francs. The price depends mainly on the game mechanics, programming, construction, how long it runs and staffing on site.

### How long does it take to develop a custom game?

Allow 6 to 10 weeks from the idea to the first day in use for a game developed from scratch. In that time we do the game design, programming, prototype and the built housing, all in house, for example the round LED game table for [Mobiliar's anniversary](/cases/mobiliar-jubilaums-game). The digital Glücksrad is ready sooner; we need all the information at the latest 2 weeks before dispatch.

### How many people take part in a gamification activation?

At a busy event, thousands. At the [C&A reopening](/cases/digitales-gluecksrad-fuer-neueroeffnung) 4617 people played in three days, and at the [Coffee B stand at ESC 2025](/cases/coffee-b-am-esc) the buzzer was pressed, the wheel spun and a prize won 13'579 times in eleven days. At Zürich Airport there were over 20'000 plays in around six weeks. Depending on the format we record participants and games, for the Glücksrad in the Glücksrad app.

### Does gamification work for serious topics or internal communication?

Yes, prevention, education and internal communication can be carried across through play as well. For [AXA's prevention campaign](/cases/axa-kampagne-hb-zurich) at Zürich main station we developed the reaction game «Max der Dachs», and for Blick an [employee activation for the rebrand](/cases/blick-rebranding-gamification). The Safety Castle brings workplace safety closer to apprentices with six challenges.


_Image descriptions from the galleries; the photos themselves are on the HTML page._