Unlock the Power of Gamification for Smarter Data Enrichment
In the world of modern marketing, knowing your audience isn’t just an advantage—it’s everything.
But here’s the thing: people are no longer handing over their data without a reason. Privacy is personal. And the days of passive data collection are behind us. That’s where data enrichment steps in—and gamification makes it sing.
Let’s talk about how playful experiences can fuel serious insight.
What Is Data Enrichment? (And Why Should You Care?)
Think of data enrichment like upgrading a blurry sketch of your audience into a high-definition portrait. It’s about adding color—preferences, behaviors, demographics—to the basic outlines you already have.
Instead of just knowing a customer bought something, you understand why they bought it, what else they like, and how they want to be spoken to.
The more detail you collect (ethically and transparently), the sharper your marketing becomes.
Why Enriched Data Makes All the Difference
- You hit the mark more often: With enriched data, your messages land with the people who actually want to hear them.
- You get personal, in a good way: Tailored offers and content feel relevant—like a recommendation from a friend, not a pushy ad.
- You see better returns: More engagement, more conversions, more loyal customers. Win-win-win.
And it’s not just theory. A Klaviyo study found that 52% of consumers love personalized recommendations. That’s a stat worth leaning into.
Source: 2023 State of Customer Engagement Report, LivePerson.
Gamification: The Friendly Way to Collect Powerful Data
Let’s be real—no one wants to fill out a form. But people do love to play.
Gamification is all about meeting your audience where they are—with experiences that are fun, simple, and rewarding. While they engage, you’re gathering golden nuggets of first-party data that enrich your understanding of who they are.
Here’s how it works in the real world: Game Formats That Make Data Come to Life
1. The Product Swipe
Similar to many popular dating apps, the Product Swipe presents participants with a number of images to swipe through and like their favourites. This game format is an excellent way to gather your participants’ preferences while familiarising them with your products. In this way, you will be able to send more targeted communications.
2. Interactive Quizzes and Surveys:
Quizzes and Surveys formats lets you mix various question and answer styles, giving rise to a wide range of unique experiences. Blend question types, such as text, images, and videos, with answer formats like predefined options, images, text input, and ratings. This combination allows you to craft anything from a straightforward educational quiz to a comprehensive employee survey. Offer participants a chance to win prizes or discounts upon completion. As users engage with the content, you gather valuable information about their preferences and interests.
3. The Product Choose:
Engage your participants by presenting them with a series of options and have them pick their favourites among them. The Product Choose interactive format is an excellent way to promote (new) products, as well as get your participants’ preferences on products, while familiarising them with your offers.
4. The Personality Test:
You can ask participants a set of questions and then display the corresponding profile or product solution based on the given answers. Use conditional branching to adapt your personality test questions according to participants’ preferences and use this as a product selector to present customised offers.
Zapp, the electric charger company, provides a prime example of using the personality test format for product recommendations. Their campaign resulted in 834 new leads and a remarkable 10% lead-to-sales conversion within a span of just two months. According to Janus Broch Mols, co-founder & CMO at Zapp, the decision-making process for choosing the right charger, installation, and compatibility with a vehicle involves numerous considerations for potential customers.
Zapp’s goal revolves around alleviating uncertainty along this journey, and they employ gamification as a solution. Mols mentions, “I thought gamification would be a great way to offer potential customers value through a test, ensuring their confidence in choosing a charger while allowing us to gather leads.”
Implementing a pop-up on their website’s main page and activating ads across social media, Zapp designed an intuitive quiz to assist visitors in discovering their ideal charging box. This quiz presented a series of questions related to charger installation, the customer’s car type, and their typical driving distance. Upon completion, participants received Zapp’s top charger recommendation along with a comprehensive list of features, benefits, and pricing options.
5. Product Swipe
Think Tinder, but for products. Users swipe through items they like (or don’t), and you learn exactly what catches their eye. Fast. Visual. Intuitive.
6. Quizzes
Who doesn’t love a quick quiz? These let people reveal preferences and opinions in a low-pressure way—while you collect data you can use to segment and personalize future campaigns.
7. Product Choose
Give your audience a choice. Literally. Whether it’s colors, styles, or product bundles, when people pick their favorites, you uncover what really matters to them.
8. Personality Tests (with a Real-World Twist)
Here’s where data enrichment gets even more fun. A well-designed personality test doesn’t just entertain—it reveals how your audience thinks, feels, and shops.
Take Zapp, for example. They used personality tests to create playful, on-brand experiences that unlocked deeper customer insight. The result? More relevant messaging, better engagement, and a serious boost in sales. You can read the full story here.
It’s a perfect blend of fun and function.
Getting Started with Gamified Data Enrichment
Here’s a simple roadmap to make it work:
- Know what you want to learn
What customer details are you missing? Start there. - Pick the right format
Not every game fits every goal. Choose the one that feels natural for your brand and your audience. - Make it visible
Integrate your game across channels—social, email, website—to drive engagement. - Use the data wisely
Don’t let those insights sit in a spreadsheet. Feed them into your CRM, email flows, and ad targeting to create experiences that stick.
The Future Is Personal
The truth is, people want to be seen. They want experiences that feel tailored to them—not cookie-cutter.
According to Think with Google, personalized marketing isn’t just effective—it’s expected. That’s why data enrichment isn’t optional anymore. It’s your secret weapon.
And with gamification, collecting that data doesn’t have to feel like hard work. For anyone.
Wrap-Up: Make Data Enrichment a Game Worth Playing
Marketing doesn’t have to be boring—or invasive.
With gamification, you invite your audience into a two-way street. You give them a reason to engage. They give you insights you can actually use. And together, you build something stronger.
So go ahead—make it fun. Make it personal. Make it smart. Let data enrichment be the quiet force behind your boldest marketing moves.
Ready to level up your engagement strategy?
Explore gamification marketing to create personalised experiences, foster engagement, and establish meaningful connections with your audience. With Scratcher as a partner you will have:
- 40+ Interactive Formats: Luck-based, knowledge-based, and skill-based, designed to meet marketing campaign objectives.
- Ready to Use Templates: Personalise your campaign to reflect your unique brand
- User-friendly Integration: Easily integrate interactive content with all of your favourite marketing tools
- Customer Support: We're here to assist you every step of the way
