With video game participation reaching record levels, gamification was bound to spread, and so it has. For example, Ingenico ePayments, the online and mobile commerce division of Ingenico Group, teamed with Belgian startup Luckycycle to develop Ingenico Gamified Checkout. The product utilizes games to "infuse the checkout experience with the excitement that comes with the chance to win rewards," according to the partners.
Ingenico Gamified Checkout is built on Luckycycle's patented technology and enables Ingenico clients to integrate customizable games and visuals into payment confirmation pages. Options include scratch card, slot machine and wheel of fortune; each allows consumers to immediately win prizes related to purchases both online and in-store.
Tests by Luckycycle have shown that when gamification is added, volume and value of transactions increases, and conversion improves by up to 15 percent. Luckycycle also helps retailers build a social media presence since consumers are encouraged to share their wins on social media platforms, the company stated, adding that programs like these also encourage repeat business.
Ludovic Houri, Vice President of Products at Ingenico ePayments noted that discounts alone aren't enough to build loyalty. "Consumers want a great user experience to go along with their rewards and discounts," he noted. "Gamification is one trend that we have found can add excitement and value to an otherwise very functional process, and this helps both merchants and consumers get what they want." For instance, with gamification, instead of offering a 10 percent discount, merchants can set parameters to offer a one in 10 chance of winning one item or entire basket for free. Nicolas Coppée, Vice President of Sales at Luckycycle, added, "We are confident that this new solution, which combines our innovative technology with the ease of use of Ingenico's MyCheckout hosted payment pages, will offer a big advantage to companies looking for new ways to reward their customers while increasing sales."
For retailers, gamification could pay off. According to MS Insights research, the total value of the U.S. gamification market in 2016 climbed to nearly $2.8 billion, a sizeable chunk to work with as the market continues to develop.
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