July 23

CIM Talk on 6 C’s of gamified marketing

On the 9th July I gave a presentation to the Chartered Institute of Marketing (CIM) on using gamification in marketing to motivate and engage customers and staff.

I have been researching how gamification can assist with marketing. I have examined issues with current marketing channels, such as the sheer amount of communications that consumers are receiving from brands, and also the changes in the way consumers relate to brands. For example that their attention is no longer free and that they want to be rewarded for any engagement with a brand’s messages. The full white paper produced from my research is available to read here: Gamification is the key to customer engagement

Throughout I looked at examples of good engagement techniques in use today and realised I could boil down the best of these into 6 key categories, all of which are used in gamification. I condensed these down to just six critical techniques and built a framework you can use to easily apply them to any marketing or loyalty campaign.

This framework I’ve called the 6 C’s of gamified marketing. To best engage your customers you should approach them with these 6 C’s in mind:


The session went so well that the next day I recorded a webinar (organised by the University of Brighton) on the same topic which you can watch below now. In this webinar I quickly explain who I am, then give you a brief overview of gamification and how it applies to marketing. Then I take you through each of the 6 C’s of gamified marketing, illustrating each with practical examples of them being used for real.

About the author 

Pete Baikins

Pete Baikins is an international authority on gamification, a lifelong gamer, successful entrepreneur and a lecturer. As CEO of Gamification+ Ltd he mentors and trains companies world-wide on the use of gamification to solve business challenges. Gamification+ won the Board of Trade Award from the UK's Department of International Trade in January 2019.

Pete is co-host of the health gamification podcast Health Points and is also Chair of Gamification Europe, the annual conference for Gamification practitioners.

Pete is an Honorary Ambassador for GamFed (International Gamification Confederation), having previously been the Chair from 2014 to February 2019, whose aim is to spread best practices within and support the gamification industry.

After 15 years as a Lecturer on gamification and entrepreneurship at the University of Brighton he now guest lectures on Gamification at King’s College London and at ESCP Europe at post-graduate and under-graduate levels.

Over the past 20 years Pete has built and sold two businesses. One was in security software and the more recent one was a telecoms and internet connectivity business. He is also an Ambassador for Brighton & Hove Chamber of Commerce in the UK.

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