Is Gamification The Future Of Advertising? Here's How One Company Is Shaking Up The Industry

In the early 90s and even 2000s, ads were a key part of consuming media and advertising was, in a way, fun. Commercials were part of the popular culture monolith and it was clear that advertising budgets were spent with intention. Ask any 90s kid, and they can quote the most popular ads of the time, whether that is Tony the Tiger's "They're G-r-r-reat!" or Verizon's VZ "Can you hear me now?" Today, the landscape of ads has changed, and the overall feeling is not one of enjoyment but rather fatigue. 

Advertising seems to be missing its mark for the majority of viewers. While ads have always been looked at through the lens of doubt, only 4% of people in a recent study by Inc. Magazine believed they were trustworthy. Not to mention, people feel overwhelmed by the sheer volume of ads they are exposed to on a daily basis, which makes them more likely to tune them out. Additionally, the cultural significance of advertising has diminished due to the increasing amount of ads on the internet, and most ads are not viewed as entertaining or effective at selling products. There has also been recent discourse that criticizes the rise of “woke-wash” advertising or makes false claims about social or environmental responsibility just for profit. 

"It's harder to reach audiences, the cost of marketing is going up, the number of channels has exponentially proliferated and the cost to cover all of those channels has proliferated," Jay Pattisall, the lead author of a recent advertising report, shared in an interview. "It's a continual pressure for marketers – we're no longer just creating advertising campaigns three or four times a year and running them across a few networks and print."

What Does The Future Of Successful Advertising Look Like?

In a world where everyone seems to despise ads, gamification could be the next frontier for advertising, with 2 out of 3 Americans spending an hour on gaming every day. In this landscape, Overplay emerges as a solution that aims to disrupt the status quo. 

Overplay leverages the power of gamification and introduces a new approach to advertising that transforms traditional ads into interactive games. By turning ads into engaging experiences, Overplay seeks to capture users’ attention and boost their active participation.

Overplay’s innovative platform empowers creators to effortlessly infuse their videos with interactive elements, removing the need for coding skills and technical expertise. This democratization of interactive content creation opens up a world of possibilities for creators, allowing them to tap into the immense popularity of gaming culture quickly and easily. The result is a more immersive and enjoyable ad experience that stands out amidst the noise of traditional advertising.

Not only does Overplay benefit creators, but it also offers value to brands. By harnessing the power of playable game ads, brands can connect with their target audience in a highly interactive and memorable way. Plus, playable ads have been shown to achieve a staggering 7x higher conversion rate compared to other ad formats, making them a powerful tool for driving results. With Overplay, brands can create these effective playable game ads at a fraction of the cost and time traditionally required.

The allure of Overplay is undeniable, with hundreds of thousands of app downloads and millions of games played. By recognizing that the current zeitgeist has shifted away from enjoying ads, Overplay has set out to transform the advertising landscape by making ads more enjoyable, interactive and effective through the power of gamification.

Featured photo by Joshua Earle on Unsplash.

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