Gamification: Why HK campaigns are hitting peak playtime

July 19, 2019 | Share this article

“I really don’t think gamification is something new, in APAC, or in the world,” says Penny Chow, managing director at Reprise HK.

In the past year, the Reprise team has had notable success using gamification to great effect in campaigns for Nike and Coca-Cola. But Chow thinks the industry has a major misconception about the term.

“There is a very big misunderstanding where people think gamification means a game or gaming,” she says.

“In the past, people asked, ‘what is gamification?’, and other people would say ‘you use games to amplify something’. That means the gaming tactic or execution can help you to achieve something. If you ask me, I would say gamification has now become an advertising or marketing tool, that in itself, is different from many other strategies we are using.”

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