sarah Biteau, auteur/autrice sur Adictiz

How do you create an original online personality test? Examples and guide

by sarah Biteau | Jun 3, 2025 | Animation, Captivate the audience

The secret ingredient of impactful communication is knowing who you’re talking to and adapting your message to each consumer (or each consumer segment). To get to know their audience and understand their needs, brands can share a marketing game in the form of a personality test.

This fun, interactive marketing format is also a tool for collecting relevant data on prospects and customers. Thanks to this mechanism, companies can qualify their database and personalise their purchasing experience according to each profile.

In this article, we share with you the uses of personality test in your marketing strategy. You’ll find practical advice on how to create a personality test, and how to adapt this format to your objectives.

SUMMARY

Why create a personality test ?
Our tips to create an original personality test

Why create a personality test ?

The personality test is a format that is recognisable to users, who have undoubtedly already completed one. While the paper version was purely for fun, the digital version has become a marketing tool for brands that want to get to know their target audience better. All the while offering them a personalised and captivating shopping experience.

Here are the different ways in which a personality test can optimise a marketing strategy.

1. Refine your customer knowledge

The main purpose of a personality test, for the person completing it, is to learn more about themselves. For the brands that distribute them, this format serves the same purpose: to collect data on the preferences, needs and aspirations of their customers.

The advantage of a personality test over a traditional data collection format is that it provides specific insights. The retailer will be able to segment its audience finely and qualitatively (in terms of purchase intentions).

Example: ASOS shares a personality test in the form of a Quiz ‘What is your ideal wardrobe?’. The aim of this mechanism is to find out its customers’ fashion preferences in order to offer them selections of items. The brand was able to segment its users according to their style (casual, business, sportswear).

2. Boost brand awareness and generate new leads

The personality test is an interesting mechanism because of its viral potential. Users are inclined to share their results on social networks, boosting the visibility of the brand’s campaign.

The latter can capitalise on this reputation to generate traffic on its platforms (digital or physical), collect email addresses (via a test access form), etc. It’s a powerful tool for fuelling nurturing campaigns and expanding your database.

Example: On Valentine’s Day, the Qui Veut du Fromage brand launched a personality test to promote Caprice des Dieux, giving the brand high visibility. Integrated into a global campaign (TV, digital and in-store), the game engaged customers and prospects, while stimulating sales. It was also used to recruit qualified leads for retargeting campaigns.

Qui Veut du Fromage - mobile personality test

3. Convert new customers, online or in retail (drive-to-store)

A well-designed personality test can be used to guide participants towards products or services that match their needs. The results of the test will be used to make highly targeted product recommendations, increasing the chances of conversion.

This format (distributed via media campaigns on social networks) can enable brands to redirect users to their sales channels. Depending on their strategy, they can direct them to their e-commerce site or in-store as part of a drive-to-store strategy. This marketing game can be used as a lever for upselling/cross-selling when it is shared post-purchase (in the order confirmation email).

Example: Altarea Cogedim launched the Summer test campaign to energise its shopping centres during the summer sales period. The aim of this personality test was to generate traffic and stimulate purchases. At the same time, it engaged the community and boosted the brand’s visibility. The result was the recruitment of new fans, leads and opt-ins. All of which contributed to enriching the database and maximising the impact of the summer highlight.

Altarea Cogedim - personality test sales

4. Customer satisfaction and loyalty: strengthening long-term relationships

Finally, the personality test extends the interaction between the brand and its customers, reinforcing their commitment beyond the act of buying. This fun format enhances the value of users by enabling them to identify their needs, sharing resources (advice, ebooks, etc.) and personalised discounts.

In this way, brands improve customer satisfaction and loyalty by offering them an enriching experience.

Example: With its ‘Which series character are you? test, the VOD platform Netflix was able to create a fun interaction and engage its subscribers. All this while gathering data on their content preferences to refine its recommendations and increase satisfaction.

Our tips to create a personality test

To create an impactful personality test, it’s important to design a campaign that’s tailored to your objectives. Here’s our advice on how to optimise this format and turn it into a more effective marketing tool!

1. What results and objectives to aim for with a personality test

The first step is to identify the objectives that the brand wants to achieve (data collection, visibility, improving conversion rates, etc.). Depending on these objectives, the questions asked and the channels through which the test will be distributed will not be the same. For a conversion objective, the mechanics will be more important in-store on an interactive kiosk or integrated into the purchase path on the brand’s e-commerce site/application.

2. How to personalise a personality test?

Pour qu’un test soit impactant, il doit s’intégrer dans l’univers de la marque et répondre aux attentes de son audience. Il est important de bien :

Personnaliser les questions : en adaptant la thématique et la tonalité afin que le format soit immersif et engageant ;
Offrir des résultats sur mesure : proposer des profils personnalisés qui correspondent aux catégories d’utilisateurs ciblés. La marque peut associer chaque résultat à une recommandation.
Adapter le design de la mécanique en respectant la charte graphique de l’entreprise pour garantir une expérience cohérente avec son image de marque.

3. What types of questions should be included in a personality test?

To ensure user engagement, it is advisable to vary the question formats:

Single or multiple choice questions to collect product preferences;
Rankings or associations to measure tastes or purchasing behaviour;
Open-ended questions to incorporate more specific opinions (optional).

4. How to manage prizes to boost participation?

The prizes on offer play a key role in boosting participation in the test. Think about :

Choose rewards that correspond to the target audience and are in line with the brand’s universe or the marketing highlight;
Opt for automatic distribution to make prize management easier. With Adictiz, it is possible to configure the delivery of rewards (promotional codes, vouchers), which makes the user experience much smoother;
Establish clear rules for participants, such as session limits per person, winning conditions, etc.

5. Can I track and analyse the results of my campaign?

Yes, most tools, like Adictiz, include a reporting module that allows you to :

Real-time monitoring of the data collected
Analyse shared responses to refine customer knowledge.
Export the data to your CRM (via a suitable connector) for future marketing actions: personalised emailing sent from the same platform, targeted advertising on social networks, etc.

6. Can someone take charge of my campaign?

Companies that lack the time or expertise to design and manage their marketing campaign can outsource it to a specialist team. At Adictiz, our team can take care of :

Design of the marketing game (questions, results, graphics).
Putting the campaign online and setting its parameters;
Publicising and publicising the campaign;
Performance monitoring and analysis.

7. How to ensure the success of a personality test?

Pour finir, voici quelques conseils pour maximiser l’impact du test de personnalité.

Diffuser le test sur plusieurs canaux (site web, réseaux sociaux, newsletters).
Privilégier un message clair et un parcours utilisateur simple pour inciter à la participation.
Mesurer les performances et ajuster la campagne si nécessaire.

Conclusion

Online personality testing is a powerful marketing tool that will enable your company to engage its audience at every stage of the customer journey. With a solution like Adictiz, you have the tools and expertise you need to design high-impact campaigns that are tailored to your needs and memorable for your users.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

Serious games: the new tool for HR strategies

by sarah Biteau | May 27, 2025 | Audience engagement, Engagement

Games are a powerful tool for engaging, raising awareness and training employees. By transforming learning (and the transmission of information) into playful experiences, serious games encourage team motivation and performance.

Discover the benefits of creating serious games for your organisation and the keys to implementing them, turning every challenge into an opportunity for growth.

SUMMARY

Definition: what are serious games?
What are the objectives of serious games?
How can serious games be integrated into your HR strategy?
3 tips for creating serious games

Definition: what are serious games?

A serious game is a game designed for purposes other than entertainment. For an HR strategy, it is an interactive tool that uses mechanics to
achieve educational, information or skills management objectives.

Serious games are an engaging way of learning, training and raising awareness
by encouraging interaction and problem-solving. They are used to :

simulate certain situations (such as an interaction with a difficult customer),
updating skills,
run a prevention campaign
or raise its teams’ awareness of social and environmental causes.

What are the objectives of serious games?

The aim of a serious game in the field of human resources (HR) is to develop skills, train and assess employees in a fun and interactive way.

In contrast to traditional training and skills management methods, serious games encourage commitment. Enabling immersive learning while retaining a serious, educational dimension.

These are the objectives that serious games can help to achieve.

Skills development
: Serious games are designed to develop employee skills such as leadership, decision-making, communication and conflict management. By immersing participants in realistic scenarios, the organisation helps them to practise in a safe and caring environment.
Improving commitment and motivation.
The fun aspect makes training attractive, which increases motivation to learn and improve skills. Serious games help to create a dynamic learning experience.
Skills assessment.
A serious game can be used as an assessment tool to measure employees’ skills in specific areas. It enables HR to identify employees’ strengths and areas for development.
Change management.
Companies can undergo organisational changes
(mergers, hybrid work organisation, digitalisation, etc.). Serious games help to prepare employees for these transitions by immersing them in these contexts with tools to help them adapt.

How can serious games be integrated into your HR strategy?

Gamification and serious games are tools that support companies in their HR strategy. Integrating these playful experiences into various strategic areas, from corporate communication to CSR, not forgetting training.

1. Raising awareness and involving teams in a CSR approach

Gamification and serious games help companies raise employee awareness of sustainability issues
and responsible practices. In a fun way, without making employees feel guilty, by sharing with them the levers of commitment that are anchored in their daily lives.

Internal challenges will be a way of encouraging and rewarding eco-responsible behaviour
(waste reduction, soft mobility, energy savings, etc.). Serious games are used to simulate ecological transition and crisis management scenarios. Employees will be trained to manage these challenges. The company’s values will be passed on to them in a caring way.

Example: DPD offered its employees a Quiz
designed to raise awareness of the need to reduce waste. The aim of the serious game was to tackle this sensitive subject in a fun, low-key way. Thanks to this initiative, participants could win prizes, reinforcing the commitment to this internal awareness-raising campaign.

DPD - zero waste quiz - corporate communication

2. Optimising in-house training and skills management

Serious games are used to train employees in key skills for their role.
Online role-playing games can be used for training in project management, negotiation or public speaking. Employees can learn to work together more effectively in problem-solving scenarios.

The advantage of serious games is that they make it easier to share feedback in real time
and tracking progress. Using a system of points, levels or badges, the organisation can track progress, personalise its support and keep its teams motivated.

Example: Pro BTP has launched an interactive quiz campaign in response to its legal duty of care. This educational tool, which focuses on raising awareness of road safety, was able to effectively engage participants thanks to its game mechanics.

3. Boost your internal communications

HR games can be used to boost internal communication.
This is an effective format for celebrating the organisation’s successes. A system of virtual rewards or leaderboards can be set up for achieving performance targets and participating in internal initiatives.

Serious games can also encourage employees to take part in creative challenges
or to propose innovative solutions. The company can organise
a Survey or set up a Customizer
. These formats help to stimulate creativity and generate new ideas.

Example: At Adictiz, we deployed a Customizer as part of the Pimp Your Cup campaign.
. The aim of this operation was to motivate our employees and
involve them in a joint project
: the creation of a reusable cup. As well as boosting our QWL (Quality of Life at Work) approach and our CSR commitments, this serious game helped to strengthen team cohesion by inviting our talents to work together to create a unique object.

3 tips for creating serious games

Creating a serious game for your company requires strategic, creative and technical thinking
. Here are 3 tips for designing a game that will achieve the desired objectives.

Define clear and measurable objectives. Before starting to develop the game, it is essential to define the objectives to be achieved. Whether for training,
CSR awareness, performance management or internal communication, the game must have a specific purpose.
Design an immersive and engaging experience.
A serious game must be fun and stimulating to capture the attention of users. The company can incorporate storytelling elements to immerse participants in realistic situations.
Measuring impact and gathering feedback to improve your serious game.
Once the game has been deployed, it is important to measure its effectiveness in order to improve the experience. The organisation will need to set performance targets and integrate feedback-gathering tools to adjust the game experience. It will also need to add new challenges, revise the pedagogical elements, etc.

Conclusion

Serious games, and gamification in general, are powerful levers for making your HR strategy more dynamic. Whether you want to optimise your CSR approach, improve employee training or boost your internal communications,
our HR games will help you make your employees’ experience more immersive and fun.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

How marketing gamification meets the challenges of the telecoms sector

by sarah Biteau | May 20, 2025 | Branding, Captivate the audience

In a constantly evolving telecoms sector, where innovation and customer engagement are paramount, operators must constantly explore new telecoms marketing strategies to improve their services and win new market share.

One of the marketing strategies that is gaining the most ground in this vertical is gamification. By incorporating elements traditionally associated with games into a non-game context, this approach offers organisations significant competitive advantages. In particular, they can stand out from the crowd, better capture and engage their audience, and also devise innovative loyalty levers that will effectively reduce their churn rate (i.e. the percentage of customers lost over a given period).

In this article, we’ll look at how gamification is helping to meet the marketing challenges currently facing the sector. We will also look at 4 examples of gamified campaigns that have enabled operators to achieve their objectives (prospecting, brand awareness, engagement, etc.).

SUMMARY

The challenges of telecom marketing
The benefits of gamification for telecom marketing
4 gamified campaigns for 4 marketing objectives in the telecoms sector

The challenges of telecom marketing

The telecommunications sector is facing a number of marketing challenges, linked in particular to ever-increasing competition, rapid technological and regulatory change, and new consumer expectations.

Stand out from the crowd in an intensely competitive environment and price war

With the arrival of new players known as MVNOs (or mobile virtual network operators), traditional operators are having to revamp their offerings to make them more attractive to consumers (particularly the younger generation): commitment-free, customisable, flexible and offering better value for money.

Building loyalty among customers who are increasingly volatile and whose expectations have changed

The churn rate is particularly high in the telecoms sector. Customers move easily from one operator to another, taking advantage of number portability to take advantage of the best offers and occasional promotions. Organisations also have to meet growing expectations in terms of speed of service, personalised experiences, connectivity and customer service.

Communicate its values and reassure consumers about the impact of its services

Although the roll-out of 5G is a major marketing argument, it also raises a number of concerns (linked to cost, coverage and environmental impact). Operators therefore need to communicate the sustainability of their offering and show that they are making the transition to equipment and services that are less harmful to the planet.

Migrating to a more digital offering

Operators must also embrace the digital transition by diversifying their offering and the way they interact with their customers. As well as integrating new services (cloud, streaming, digital security), they must also multiply the points of contact with their audiences by deploying an omnichannel communications strategy.

The benefits of gamification for telecom marketing

Gamification provides relevant and appropriate solutions to the various marketing challenges faced by telecoms operators. By introducing fun, interactive elements to their communications media, companies can achieve a number of objectives.

Better brand differentiation.
Gamification enables telecommunications companies to differentiate themselves in an increasingly saturated market. Competitions improve brand awareness and their viral potential attracts a wider audience. It’s also a good way to position yourself as an innovative, customer-focused brand.
Increased customer engagement.
Gamified mechanisms can make even the most mundane tasks (such as paying bills or optimising data management) more enjoyable. Operators can guide users through the customer journey in a fun way. By offering rewards for completing these tasks (such as loyalty points), they are also better able to motivate and engage them effectively.
Improved loyalty. Gamification fosters a sense of achievement among customers, encouraging them to stay with the same operator. Multi-level loyalty programmes keep consumers interested by giving them the chance to win gifts as a reward for their loyalty, via a competition reserved for customers, for example.
Better customer knowledge and simplified personalisation. Competitions are also excellent ways of collecting customer data, so you can better understand the expectations and preferences of your audience. On the basis of this data, the operator can then propose targeted offers to its customers and prospects, significantly increasing its conversion rate.

4 gamified campaigns for 4 marketing objectives in the telecoms sector

Many operators are now using marketing games to achieve their commercial objectives. Here are 4 concrete examples of games-based campaigns run by companies in the telecoms sector.

1. Boost brand awareness and generate leads

Games can be used to stand out from the competition, boost the visibility of your brand and generate new leads. This is the strategy used by Orange for its Club Privé game campaign, which aimed to promote the launch of a new smartphone model.

By taking part in a Memory game personalised for the occasion, players had the chance to win a free smartphone. To generate as much visibility as possible, the campaign was promoted using Adictiz Ads (supported by social ads and email marketing).

The result: over 15,000 registrations and almost 20,000 games played.

Orange - jeu club privé - marketing telecom

2. Redirect prospects to your digital catalogue

Once they have captured the attention of new prospects, operators need to redirect them to their website, and in particular their digital catalogue. To do this, they can once again use gamification, taking inspiration from the campaign run by SFR.

Via a Slicer (broadcast during the Christmas period in the form of a playable ad), the company invited users to cut up fruit while avoiding the catalogue if they didn’t want to get a malus. This Playable Ads then sent players to an end page with 3 personalised redirections to the e-catalogue.

Result: 2.1 million impressions for interactive advertising and a click-through rate of 1% (compared with 0.46% for the traditional display format).

3. Promote these new offers

SFR has used the mechanics of the One-Armed Bandit in an interactive display format to give visibility to its tariff offer. By relying on playable advertising, the operator has succeeded in capturing the attention of its audience and, above all, keeping it for longer in order to present the content of its package in a fun way.

The elements scrolled through the One-Armed Bandit, aligning themselves with each click.

Result: 2 million impressions and 18 seconds of interaction with participants (compared with 3s for traditional display).

SFR - bandit manchot - marketing télécom

4. Engaging your customer community at a special event

The main aim of SFR Caribbean’s Mother’s Day campaign was to raise brand awareness while engaging its audience during this key commercial period.

Result: The interactive campaign (a Match 3 supported by Adictiz Ads media coverage) was a success, with remarkable levels of engagement. Each participant spent an average of 11 minutes on the game.

SFR Caraïbes - jeu fête des mères marketing télécom

Conclusion

Gamification offers concrete, effective solutions for telecoms marketers. Sharing interactive campaigns will enable you to boost your brand awareness, generate new leads or better engage and retain your customers. Discover our playable advertising mechanics and adapt them to your brand universe and strategic objectives.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

Drive to web campaigns: how gamification boosts traffic and conversion

by sarah Biteau | May 19, 2025 | Audience engagement, Engagement

Online consumer spending grew significantly, reaching 43.1 billion euros, this represents an increase of 12% on the previous year. Given this dynamic, it is essential for companies to attract users to their website or application.

That’s the whole point of drive-to-web strategy : this means finding new channels for engaging and guiding your audiences. In this article, we’ll be focusing on gamification, i.e. integrating fun and interactive elements into your campaigns. We’ll look at how you can use gamification to transform an interaction or advertisement into an engaging and memorable experience.

SUMMARY

Drive-to-Web: Definition and Challenges

Gamification: a powerful Drive to Web strategy

Our recommendations for a successful gamified Drive-to-Web campaign

Drive-to-Web: Definition and Challenges

Drive-to-Web refers to marketing strategies aimed at redirecting customers from a physical channel to a virtual one (shop, event, billboard, etc.) to a website or mobile application. The aim is to encourage consumers to continue their online experience, to find out more about the brand, discover its exclusive offers or complete a purchase.

Why is a Drive-to-Web strategy essential?

If Web-to-Store transforms an online shopper’s interest into an in-store visit, Drive-to-Web does the opposite. It converts a physical contact into a digital interaction (and conversion).

The objectives of Drive-to-Web are as follows:

Strengthening a brand’s digital presence
by transforming physical visitors into engaged internet users. They can become subscribers to the brand’s Instagram account, have a customer account or place an order online.

Collect customer data to understand your audience and personalise future campaigns.

Increase online conversions through offers that encourage purchases on your e-commerce site or app.

Classic Drive-to-Web levers

Retailers have several tools at their disposal to transform IRL (In Real Life) prospects into online customers:

In-store QR Codes: Displayed on POS (point of sale) advertising, a till receipt or a product label. They provide access to an online catalogue, exclusive promotions or customer reviews.

Interactive terminals : these devices offer the possibility of exploring more products, or even ordering online if an item is out of stock.

Offline-to-Online advertising campaigns. Billboard campaigns (in public transport), TV, radio or print ads can include call-to-actions to a website (e.g. “Go to online store for more info”).

Connected physical events : brands can organise events during which they encourage participants to interact with their site or app (online competitions, newsletter sign-ups, etc.).

Digital loyalty cards. This digital alternative to the physical card encourages customers to create an online account to benefit from advantages.

Gamification: a powerful Drive to Web strategy

As part of a drive-to-web strategy, brands are looking to maximise the interaction between their physical points of contact and their digital platforms. Among the levers available (QR codes, offline-to-online advertising, connected events, etc.), gamification stands out for its versatility and effectiveness. It will boost the impact of all these communication media, making them more interactive and engaging.

Why ? Because a game offers an immersive and memorable experience. Here we take a look at how it compares with the other classic Drive-to-Web levers.

1. Boost brand awareness in an engaging way

Compared with QR codes and static ads, a game arouses curiosity and prompts action. A game mechanic like a Jackpot , a Quiz or a Contest boosts brand visibility. It’s also a lever for virality, as it encourages sharing on social networks (and therefore word-of-mouth).

Example: La Roche Posay’s marketing campaign via Showroomprivé was designed to give visibility to the brand’s 4 new serums. At the same time as recruiting new qualified leads with an affinity for the product and the brand. Thanks to an addictive mechanism ( Click&Win), it generated over 42K new visits to the brand’s website.

2. Refine customer knowledge and qualify leads

Unlike traditional advertising, which reaches an audience that is not always qualified, a game enables data to be collected (emails, opt-ins, purchasing preferences and frequency, etc.). Because of their interactive nature, games encourage voluntary interaction that is less intrusive than a lead capture form. Thanks to the insights they gather, brands can qualify their leads, refine their segmentation and personalise their campaigns.

Example:
Its gamified Drive-to-Web campaign enabled La Roche Posay to qualify prospects by offering them the chance to choose their favourite serum at the start of the game. The brand was able to understand the needs of its audience. Thanks to the opt-ins collected, it will be able to carry out retargeting in future campaigns.

3. Boost conversion through greater engagement

Static advertising simply transmits information (a new product, information about a current promotion), whereas a marketing game creates an incentive to discover a product or an offer. In exchange for taking part, the player can obtain a discount voucher, a sample, VIP access… incentives that make it easier to make a purchase. By adding a time factor (such as a deadline for taking advantage of a discount), the drive-to-web game generates a sense of urgency and scarcity.

Example: Casino used game marketing (a Scratch-off) and the expertise of Adictiz Ads to recruit customers. By offering discount vouchers to be won, the Drive-to-Web operation generated traffic on the site and increased sales.

4. Improve customer loyalty through more targeted communication

Unlike one-off promotional offers, a game builds loyalty over the long term by incorporating a dimension of pleasure and reward. It strengthens the connection with the brand and encourages frequent returns to its website or application, facilitating campaign segmentation and more targeted communication. Gamified Drive-to-Web campaigns can also be integrated into the loyalty programme to encourage ongoing, omnichannel engagement with the brand.

Example: Leroy Merlin’s “Renovation” campaign led to the creation of new customer accounts. Each user was qualified using the Swiper, the brand was able to send out offers tailored to the needs of each participant, depending on their renovation project and purchasing intentions (kitchen, bathroom, decorating preferences). The brand was able to send offers tailored to the needs of each participant.

Our recommendations for a successful Drive-to-Web gamified campaign

Here are 3 tips to maximize the impact of a gamified drive-to-web campaign.

Choosing the right game mechanics according to the objective: the type of game must be in line with users’ expectations and the brand’s objectives. An instant win will be ideal for generating leads, while a personality test will facilitate the collection of customer data.

Optimise distribution to boost reach. The campaign must be designed to facilitate the redirection of physical leads into digital customers. Paid advertising (social ads and retargeting) will be essential to target the right audiences and follow up prospects who have already interacted with the brand without completing their conversion journey.

Simplify the user journey to maximise post-game conversion. An effective game should not be a dead end, but a springboard to conversion. It is therefore important to reduce the number of stages as much as possible and to focus on the immediate rewards, which speed up the act.

Conclusion

A successful Drive-to-Web campaign is based on a strategic choice of format, well thought-out distribution and a fluid user experience. The game becomes a powerful lever for turning every interaction into an opportunity to engage, convert and build loyalty. For powerful interactive campaigns, all you have to do is choose between our marketing game mechanics!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

How to create a One-armed Bandit online? Examples and tips

by sarah Biteau | May 13, 2025 | Animation, Captivate the audience

Le bandit manchot est l’un des jeux marketing les plus célèbres. Cet instant gagnant s’inspire des machines à sous de casino et invite les participants à tenter d’obtenir trois visuels identiques alignés sur le rouleau.
Liée à une récompense immédiate, cette mécanique est efficace pour booster la visibilité et l’attractivité d’une marque. Elle permet aux enseignes mettre en avant leurs lots et de dynamiser leurs stratégie de recrutement de leads et de conversion.
Dans cet article, nous partageons les objectifs marketing à poursuivre en créant un Bandit Manchot en ligne. Notre tutoriel vous aidera à concevoir et optimiser votre campagne, étape par étape.

SUMMARY

What are the different objectives of an online One-Armed Bandit?

6 tips for programming a One-Armed bandit game

What are the different objectives of an online One-Armed Bandit?

Savez-vous pourquoi cette mécanique marketing s’appelle ainsi ? Historiquement, les machines à sous possédaient un bras articulé qui permettait d’enclencher le rouleau. Étant donné qu’elles n’en avaient qu’un, on considéraient qu’elles étaient “manchot”.

Aujourd’hui, le Bandit Manchot ne se joue pas qu’au casino et peut être intégré, sous un format digital, aux campagnes de marketing en ligne. Ce jeu leur permet d’engager et d’activer les consommateurs à chaque étape de leur parcours client , de la découverte de l’enseigne à la réalisation d’un achat.

1. Brand awreness and lead generation with an original one-armed bandit

Le Bandit Manchot est très lié à la récompense et au gain. A ce titre, c’est un instant gagnant efficace pour capter l’attention de son audience et maximiser son engagement. La promesse d’une récompense et la possibilité de découvrir si l’on a gagné ou non sont deux facteurs qui permettent à l’enseigne de gagner en visibilité et de générer de nouveaux leads (via un formulaire d’inscription au début ou à la fin du jeu).

Exemple : Eurotunnel a mis en place une stratégie de Wait Marketing (soit la gestion de l’attente), en diffusant une campagne gamifiée auprès des conducteurs. Ceux-ci pouvaient participer au Bandit Manchot pendant la traversée du tunnel après avoir renseigné un code inscrit sur leur titre de transport. Ce jeu captivant a permis à l’entreprise de recruter des leads de qualité (5K nouveaux inscrits via Adictiz Ads) tout en renforçant sa communication auprès de son public cible.

2. Promoting your brand community and points of sale

Bien connu du grand public, le Bandit Manchot peut être un bon format pour animer sa communauté de marque en ligne (sur les réseaux sociaux ou sur son application) comme en physique (dans des points de vente, via une borne interactive). L’enseigne maximise le temps passé avec son public en misant sur une mécanique addictive ainsi que des dotations attractives.

Exemple : Pour la Fête des Mères, les Galeries Lafayette ont proposé un Bandit Manchot 100% gagnant dans leurs points de vente via une borne interactive, installée pendant 3 jours dans 6 magasins en France. L’objectif était d’animer les points de ventes pendant le temps fort. Les résultats ont dépassé les attentes, avec une participation en magasin au-dessus de la moyenne. Le temps de jeu moyen d’1 minute 20 secondes a démontré un réel intérêt pour l’animation, confirmant le succès de cette initiative.

L’animation Bandit Manchot était disponible en ligne via un QR code affiché en magasin. Cette stratégie omnicanale a permis de booster l’engagement de l’audience et la portée de la campagne. Permettant à l’enseigne d’animer tous les magasins. Cette opération en co-branding a permis de collecter des opt-ins pour Galeries Lafayette et sa marque partenaire, Rosemood.

Boost your conversion rate and generate sales by creating a One-Armed Bandit

Pour finir, le Bandit Manchot en ligne est une mécanique pertinente pour booster ses ventes et augmenter son taux de conversion. Les dotations mises en jeu sont des bons de réduction que les participants pourront utiliser sur leur prochain achat. Très facile à personnaliser, cette mécanique permet de présenter ses produits de manière originale en les transformant en symboles sur le rouleau de la machine à sous.

Exemple : La campagne Crazy Days, qui prenait la forme d’un Bandit Manchot en ligne, a permis à Showroomprivé d’attirer des clients tout en donnant une forte visibilité à la marque lors d’un temps fort commercial, celui des soldes. Le jeu était ici utilisé comme générateur de ventes, avec l’objectif de stimuler la conversion grâce à la distribution de bons d’achats. La campagne Crazy Days de Showroomprivé a affiché d’excellents KPI’s d’engagement avec 27k dotations distribuées, soit autant de possibilités de ventes sur le site de l’enseigne.

6 tips for programming a One-Armed bandit game

Pour atteindre ces objectifs stratégiques, il faut bien penser la conception et la diffusion de son Bandit Manchot en ligne. Voici 6 conseils à suivre pour booster l’impact de votre campagne.

1. How to customize the one-armed bandit online ?

La clé de la réussite d’un Bandit Manchot en ligne est de personnaliser la mécanique afin que les participants puissent s’immerger dans l’univers de la marque et associer cette expérience positive à l’enseigne.

Avec Adictiz, il est possible de personnaliser les graphismes de son jeu, des fonds en passant par les symboles qui vont s’afficher sur le rouleau de la machine à sous, sans oublier la poignée (ou le bouton Start). L’idée est d’uniformiser ces éléments graphiques afin de proposer une expérience cohérente.

2. How to set up a one-armed bandit online ?

La seconde étape consiste à configurer la mécanique afin que le parcours de jeu réponde aux objectifs stratégiques. Le Bandit Manchot est composé de 6 pages, auxquelles la marque peut ajouter des étapes et mécaniques.
Il peut s’agir d’une page d’accueil et de teasing pour mettre en avant ses produits. Mais le Bandit Manchot peut donner accès à un tirage au sort. Les gagnants remportent une première dotation et sont inscrits au tirage au sort pour remporter des lots conséquents.
Avec Adictiz, il est également possible de sélectionner :

Le nombre de participations autorisées (par jour, semaine, mois ou sur toute la campagne). On conseille une limite d’une participation par jour pour encourager les joueurs à revenir sur la campagne ;

Le nombre de dotation qu’un joueur peut remporter ;

Le nombre de rouleaux (jusqu’à 6).

L’enseigne peut ajouter des étapes supplémentaires à son parcours de jeu pour booster ses résultats en termes de collecte. Elle peut par ajouter une étape dédiée à l’optin (push optin) ou insérer un formulaire de collecte de données clients après le jeu, avant que le participant ne découvre son gain.

3. How to manage the prizes for a Bandit Manchot instant win?

Tout l’attrait du Bandit Manchot en ligne réside dans les dotations. Il est donc important de configurer les lots de sa campagne. Dans le cas contraire, tous les utilisateurs seront redirigés vers la page “Perdu”, car il n’y aura aucun lot à gagner.

Tips : il est possible de faire remporter des dotations en fonction des symboles qui s’afficheront sur le rouleau gagnant. Les visuels du Bandit manchot peuvent correspondre aux cadeaux à remporter.

4. What’s the checklist before sharing your One-armed Bandit?

Avant de publier sa campagne, il est recommandé de faire des vérifications. En cliquant sur la zone de jeu dans l’éditeur, il est possible de prévisualiser le jeu et ajuster son affichage (ses dimensions pour l’intégrer dans un environnement mobile).

Lorsque les versions Desktop et Mobile sont finalisées, l’enseigne pourra la tester afin de vérifier que la mécanique fonctionne. Il ne lui restera plus qu’à la publier sur son domaine personnalisé et à la diffuser auprès de son audience.

5. Can we take over my campaign?

Besoin d’aide pour créer une campagne marketing autour d’un Bandit Manchot en ligne ? Le studio de création Adictiz prend en charge toute la programmation de l’expérience gamifiée. De la conception du parcours de jeu à la mise en place de l’univers graphique. En passant par la configuration des dotations et la mise en ligne de la campagne.

6. How to boost the visibility of your gamification campaign?

Adictiz accompagne les marques dans la diffusion de leur Bandit Manchot via son Agence Média . Une équipe dédiée s’occupera de la conception et publication de la campagne. Ainsi que du ciblage de l’audience en passant par le tracking et l’optimisation des Ads ou séquences d’emailing.

Conclusion

Le Bandit Manchot est le format idéal pour booster la notoriété et les ventes de votre marque. Misez sur cet Instant Gagnant pour atteindre vos objectifs stratégiques et dynamisez vos campagnes marketing avec nos autres mécaniques de jeux interactifs !

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