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Marketing has been getting a serious upgrade and if you’ve noticed campaigns feeling a little more… fun than usual, that’s no accident. Brands are levelling up by using gamification, AKA borrowing mechanics from video games to grab attention, hook audiences and make interactions feel fun.

We’ve got quizzes, treasure hunts, multiplayer collabs and even real-life games keeping audiences engaged. In the TikTok age, attention spans are at an all-time low, brands need to be creative to truly capture interest.

So who’s winning this approach? And what’s the best way to log in to it yourself?!

Character Creation Mode

Remember starting a game and spending an hour picking your character’s look? (Anyone else play a looooot of Sims 2?)

That same thrill of personalisation is hitting marketing.

GHD’s Hair Quiz is designed to help users figure out their “hair personality” and recommended products to match. By framing it like a mini character builder, GHD gave shoppers a way to see themselves in the brand story, making the purchase feel less like buying a straightener and more like starting their own unique journey with the brand.

Audiences LOVE feeling seen and feeling unique. Giving them a tailored experience is the key to unlocking emotion.

Cracking the puzzle

Waiting in line for a rollercoaster is like a real-life loading screen. The thrill is right there in front of you if you just have the patience to sit through it.

…NO ONE likes a loading screen though and Thorpe Park understands this better than anyone.

Their Queue Line Quiz is their solution to boredom that riders didn’t even know they needed. The brand has done the hard part, they’ve gotten customers through the door to enjoy their theme park and now they can reap the reward. But just like defeating one mini boss won’t stop more from coming, marketing doesn’t stop at acquisition.

A repeat, loyal audience is golden for any brand. By putting interactive quizzes in the queues for their rides, Thorpe Park makes the most of their time with customers and stands above the competition. No more impatient waiting, now even the queues for the rides are an experience in themselves.

The best brands in 2025 are the ones finding their customers’ pain points and actively offering solutions.

Turning on multiplayer

Gaming is rarely as fun solo as it is in co-op. Marketing works the same.

Coca-Cola’s “Share a Coke” campaign is the perfect example. By swapping out their logo for hundreds of people’s names they transformed a drink into a social interaction. Suddenly, grabbing a Coke became a multiplayer experience: finding your mate’s name, sharing it on socials and building a sense of community.

(…And also finding your own name if you’re lucky 👀)

The biggest campaigns are only successful because they generate noise and open up conversations. People crave human connection online AND off. This out-of-home marketing is as simple as printing new labels for Coca-Cola, but for their customers its the difference between purchasing the product and leaving it on the shelf.

Make it rewarding

If you’ve ever chased loot boxes or golden coins in a game, you’ll know that sweet dopamine hit of being rewarded. Brands are recreating that same excitement.

Take Rowntree’s × LADbible “Free the Fun” Race Track. They transformed Kings Cross Station (one of the busiest locations in the UK) into a racing track for commuters. The prize at the end? A sample of their newest ice lolly.

It made the brand feel like a treat beyond the product itself, giving customers a sense of accomplishment and an experience that made an impact.

The diverse range of runners captured a crowd all likely to pop into the shops and grab a box of their lollies.

Levelling up your brand

So how do you level up your marketing in a gamified world?!

It isn’t as simple as giving your audience an activity, you’ve gotta be targeted, authentic and bold to pull it off.

👄 Think about who you’re talking to: What do they love? What do they hate? What will make them passionate about your brand
🏆 Don’t lean on your success: You’ve drawn in your target audience? Congrats! Now how do you KEEP them engaged?
🎮 Have a game plan: Your audience aren’t the only people playing a game here. Keep your strategy tight and your goals clear to level up at every turn.

Just like any good game, you’ve gotta stay relevant, listening to audience needs and optimising their experience at every turn.

What’s next?!

Our newest BBC Documentary is live on iPlayer, CHECK IT OUT: WATCH NOW
We’re launching the first cohort of our Bold Brand Club, an 8 week intensive course for marketers looking to find their brand personality and make impact.
Places are going fast, register your interest NOWWW 👉 WANDER WORKS

TL;DR: Marketing is an interactive game and your audience is a player. Gamification works because it taps into something universal: a need to play we’ve all had since childhood. The brands doing it best are creating memorable, tailored experiences that meet their market exactly where they are.