Archive · 1 Oct 2025
Gamified Ads: Will They Outlast the Festive Season?
Imagine brands are trying to get your attention during a big sale like Diwali.
They're using games in their ads, like spinning wheels or quizzes, to make it fun.
These games keep you watching longer than regular ads.
They also help the brands learn about you.
While these games can be fun, the risk is that consumers may get bored if every ad is the same.
These ads promise more engagement and data but may not be sustainable long-term if overused.
Gamification, like scratch cards and quizzes, is used by brands during festive seasons like Diwali.
Gamification aims to increase engagement and improve ROI.
Gamification helps brands gather first-party data from consumer behavior.
Fatigue is a risk for gamification, where consumers may get bored.
Brands are experimenting with gamification beyond the festive season.
- Who
- Brands and marketers.
- What
- Gamification is being used in ads to increase engagement during the festive season.
- When
- During the Diwali festive season and potentially beyond.
- Where
- India, especially Tier 2 and 3 markets.
- Why
- To increase engagement, capture data, and improve ROI in a competitive advertising landscape.
- Annual Sales Impact
- Diwali accounts for 30-40% of annual sales in some categories.
- Dwell Time Increase
- Gamification can increase dwell times to 90 seconds, compared to few seconds for static ads.
- Conversion Rate Increase
- Gamified campaigns can increase conversion rates to 8–15%.
- Engagement Increase
- Gamified experiences drive 3-5x higher engagement than static ads.
- Market Focus
- Gamified formats are present in nearly a quarter of mobile ad campaigns, especially targeting Gen Z.