Look beyond gamification as a buzzword

While I agree it is probable that not all marketers understand ’gamification’ (NMAlinks.co.uk/ UnderstandGamification), I share Guy Krief’s concerns with the term’s use because I believe it is becoming too much of a buzzword to be taken seriously. It sounds too faddish and temporary.

We find better traction by describing it as ’the game layer’ because it infers adding an additional layer to an existing core product.

Simply put, making people enjoy something more will ensure they invest more time and money into it. It will also ensure true advocacy with genuine referrals based on trust and sharing, rather than for personal reward or disingenuous incentivisation.

Enjoyment is the key attribute underpinning the game layer, and enjoyment is neither new, a buzz-word or a fad; it’s engaging, pretty old and pretty permanent.

Alex Blaney
Creative director
Session Digital


Size is not what will divide us with data

Marketing Week

I disagree with Michael Nutley’s view that a divide is being created between big and smaller companies simply due to data management budgets (’Is your brand a data have or have-not?’, MW 6 October). The problem is more holistic than that in the sense that the technology isn’t as sophisticated as it needs to be […]

It’s a data tidal wave not an elephant!

Marketing Week

Steve Hemsley’s feature “Embracing the elephant in the room” (Data Strategy 13 October) raises both a valid point and a word of caution for those marketers rushing off to bravely confront the new world of Big Data. The tidal wave of data will only get bigger as new platforms continue to emerge and interactions and […]

Subtlety wins the race

Marketing Week

Olympic sponsorship is not about gaining high brand visibility and the fact that some of the major London 2012 sponsors received “fairly poor” levels of prompted awareness (MW 13 October) is in line with expectations. Indeed, the Olympic Stadium and other facilities will be virtually brand free environments with no perimeter advertising. Olympic sponsors will […]


    Leave a comment