The gamification of content – what marketers are saying

Gamification means that content need no longer remain ‘passive'.  Gamification techniques can help ensure your content will work harder for you, for longer.Two recent articles in the professional magazine Marketing Week summarise the ways in which gamification is being used to enhance brand awareness and to support customer loyalty programmes.  It is an approach that has already been adopted by such brands as Kellog, Disney and (as featured here) Marriott International.  Future developments mentioned look set to help customers manage their household energy  and petrol consumption.And of course gamification techniques have already been used successfully by libraries.  Finland's National Library, for example, has used gamification techniques to enhance the crowdsourced, collaborative nature of its archive digitisation project.  We can look forward to hearing of more gamification-based library projects in the months to come.