Gaming the System: Can Virtual Interaction Drive Loyalty ‘IRL?’

Written by Jordan Tyler

“Gamification” has become a buzzword in education as a strategy for engaging Generation Alpha—the oldest of which is currently just 13—in the classroom. Research and experience both show promise for the use of gamification in educational settings. But could it also be a marketing tool? 

First, let’s explore the concept of game-based learning and how video games have helped shape our culture through clever examples in both education and marketing. 

What is Game-Based Learning? 

Game-based learning, known as GBL among the research community, is where educational concepts like math, reading, and science are met with game mechanics to create an integrated, interactive learning experience. Gamified learning leverages leaderboards, levels and points, challenges, storylines, avatars, and other game-based tactics to engage young learners. 

Because Gen Alpha (along with members of Gen Z) are digitally native, research suggests employing game mechanics in education could foster social, emotional, and cognitive development and actively engross learners in the topic at hand simply by making it fun. According to a meta-analysis of existing game-based learning research, this approach can teach problem-solving, social skills like communication, cooperation, empathy, and emotional regulation, as well as reinforce memory and attention. 

A more recent review of scientific literature exploring the power of game-based learning with Gen Alpha found that this approach has many benefits. These include improved engagement with the content, enhanced motivation, better knowledge acquisition, social skills development, and improved self-confidence. 

Researchers noted game-based learning “could play a transformative role in primary education, making it more engaging and aligned with the behavioral and cognitive traits of Generation Alpha.” 

In addition, gamified learning is a valuable tool for teachers, allowing them to deliver knowledge in a variety of formats that cater to a diverse range of learning styles.  

Not Just for Kids 

Gamification has been used successfully to engage adult learners, too. Take DuoLingo for example. (I know I’m not the only one religiously maintaining a streak on Duolingo, and this is exactly my point.) By turning language learning into a game by attaching points, badges, and leaderboards to the lessons—and the chance to compete against your friends—we’re incentivized to keep playing (and, as a result, keep learning). 

This extends beyond learning and into the marketing realm, as evidenced by Chili’s BurgerTime© game launched to promote its Big Smasher burgers, introduced in the summer of 2024 to convert fast-food fans to the restaurant chain amid rising drive-thru prices. Game play resembled the original Donkey Kong game of the 1980s, and players could compete to win “free burgers for life.” 

So, why gamify? The use of games in learning and marketing hinges on their universal accessibility. Have you ever heard the phrase, “Everyone laughs in the same language?” Emotions like joy and happiness transcend language, culture, space, and time. The joy of gaming—whether educational or purely recreational—can have the same effect. 

Purina Enters Roblox 

So, why am I—a pet food industry journalist and analyst—telling you about this? Because popular pet brands are beginning to realize the power of gamification not only in connecting and educating younger cohorts but in marketing to them as well. 

Purina has launched its first game on Roblox, a creation gaming platform similar to Minecraft. In creation gaming, users help build the world in which they play, making the experience even more interactive and engaging.  

The game is called Purina Arena Pet Racing. Players can “adopt, nourish and compete with their virtual furry friends in paws-out races.” So far, the game has had more than 8,500 users. Users can unlock exclusive racecourses, collect accessories, and strengthen bonds with their virtual fur babies as part of the gameplay. 

Anyone who plays this game will surely be exposed to—if not inundated with—Purina’s marketing, whether they realize it or not. Similar to Chili’s Big Smasher game, Purina Arena Pet Racing leverages a love for pets and games, marrying them in a powerful show of marketing. Because most Roblox users (58%) are younger than 16 years old, Purina could build a strong reputation among a sea of up-and-coming consumers. 

Game On 

Before too long, Gen Alpha will be the largest generation. How can you fine-tune your marketing efforts to meet these young consumers where they want to be met? 

According to the American Pet Products Association’s (APPA) State of the Industry Report presented at Global Pet Expo 2024, younger pet owners increasingly turn to social media platforms like TikTok, YouTube, Instagram, and Facebook to discover and learn about new pet products. These platforms offer brands a way to connect with pet parents visually, and we can only assume these trends will continue with Gen Alpha. 

“While brick-and-mortar is still a big driver of awareness of new pet products, social media is equally important among the younger generations,” said Ingrid Chu, vice president of insights and research at APPA, when she presented the data at Global Pet Expo 2024. “Gen Z looks to visual platforms like TikTok, YouTube, and Instagram to learn about new pet products, telling us that pet brands will need to consider more visual media to reach their younger audiences.” 

As younger generations age, gain buying power, and begin owning pets, establishing marketing channels that resonate with shifting consumer preferences and idiosyncrasies will be crucial for CPG brands to take note and pivot accordingly. Relying on word-of-mouth, your brand’s website, or store ads to drive product sales will not be enough. The consumer of the future is highly digital, and so must be your marketing! 

BSM Partners can help you stay on the cutting edge of generational marketing tactics to drive your brand to the forefront. Reach out to us today to learn how our full suite of expertise—from product development to consumer strategy and beyond—can help you understand, target, convert, and keep your consumers. 

About the author 

Jordan Tyler is the Director of Media at BSM Partners. She has more than five years of experience reporting on trends, best practices and developments in the North American pet nutrition industry. Jordan resides in Bentonville, Arkansas, with her husband and their four furry family members.