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Gamification is simply the process of applying techniques and concepts usually found in games to something outside of games — in this case, your marketing campaign. Chances are, even if you’ve never heard of gamification marketing before, you’ve experienced a gamification marketing campaign, whether you realized it or not.

Gamification can be as simple as incorporating badges or achievement elements (you can find this in the Starbucks Rewards campaign; see Chapter 15). On the other end of the spectrum, you can develop a fully integrated gamification campaign, as when McDonald’s and Hasbro teamed up to create the McDonald’s Monopoly game.

Adding gamification elements even to a negative situation can make things a little better. For instance, when Google’s Chrome web browser can’t load a page for some reason, it presents the user with a simple yet highly engaging minigame, as shown in Figure 1-1.

FIGURE 1-1: Google added a T. rex side-scrolling minigame to its Chrome web browser.