In addition to its always-on test campaign, ECOOKING leverages gamification tools for seasonal initiatives. During the last Black Friday, the brand implemented a Spin-the-Wheel campaign to engage web shoppers and offer exclusive deals.
ECOOKING's Black Friday Spin-the-Wheel campaign, which ran throughout November, was a highly successful seasonal initiative designed to generate excitement and drive conversions during a critical shopping period. Customers participated in the game to win discounts, free products, or exclusive offers, adding a sense of urgency and fun to the shopping experience.
"It was a very big success in terms of sales and conversions and contributed to a great Black Month," Martin shared.
By integrating gamification with discount codes, ECOOKING successfully tracked the campaign’s direct impact on revenue. The Spin-the-Wheel campaign significantly boosted customer engagement and served as an entertaining and effective way to promote holiday deals.
The Impact of Gamification Marketing
ECOOKING 's primary key performance indicator (KPI) for gamification is community engagement, tracked through the number of participants interacting with Scratcher games across channels such as email newsletters, on-site experiences, and social media campaigns. Martin highlights that gamified content, such as quizzes and interactive games, consistently outperforms other formats in A/B testing.
While direct revenue attribution remains a challenge, Martin sees a strong correlation between engaged sessions, increased brand awareness, customer loyalty, and eventual conversions. Looking ahead, ECOOKING plans to focus on tracking time-to-conversion and average order value to further quantify gamification’s impact on revenue.
Addressing Skepticism About Gamification
Martin acknowledges that some view gamification as a gimmick but stresses that its success lies in thoughtful execution.
“I’ve seen firsthand how gamification can drive engagement and build brand loyalty. Many are skeptical, viewing it as a mere trend or potentially damaging to their brand. However, our experience tells a different story. For those skeptical about gamification in eCommerce, I encourage you to keep an open mind. You might be surprised by the engagement and brand affinity it can generate.”
The key, Martin says, is to align gamification with brand identity and customer value.
“It doesn’t have to be complicated—start small, see how your audience responds, test, and learn.”
Looking ahead, Martin envisions a more structured and frequent use of gamification at ECOOKING. This includes experimenting with new formats, integrating gamification into monthly activation plans, and enhancing personalization through data-driven insights. Gamification marketing will remain a strategic lever in ECOOKING 's brand-building efforts.
Key Takeaways from ECOOKING's Gamification Journey
- Focus on Value: Gamification should educate and entertain customers while aligning with their needs.
- Align with Brand Identity: Thoughtful design ensures gamification strengthens, rather than dilutes, brand perception.
- Test and Learn: Experiment with different formats and integrate gamification into year-round strategies to maximize results.
