By Paula Fernández, New Business Director at etermax Brand Gamification™
Scrolling is the new channel zapping. The digital era has reshaped how we consume content, compressing minutes of attention into mere seconds before we move on to the next post—often while juggling multiple screens at once. As capturing attention becomes increasingly challenging and audiences grow more discerning, a critical question arises: How can brands stand out and foster genuine engagement in a sea of sameness?
The answer may lie in a powerful tool: interactive entertainment. By offering rewarding experiences, brands are finding innovative ways to transform how they interact with audiences, turning campaigns into invitations to connect through immersive experiences.
More Than Just a Game: A Strategic Approach
Digital entertainment, being participatory and rewarding, provides brands with unique opportunities to invite their audiences to play, interact, and be part of memorable experiences. According to Newzoo, gaming has grown to become the second-largest entertainment industry in the world, reaching nearly 190 million people.
Beyond delivering fun, gaming connects with players on an emotional level. This deep bond between users and content is exactly what brands aim to replicate. Through strategic partnerships or gamified experiences in non-playful contexts, brands can craft high-impact strategies that drive audience engagement and loyalty.
Brands, Influencers, and Shared Experiences
At etermax, we’ve introduced two new programs designed to enhance how companies engage with their communities.
The first initiative combines edutainment with the popularity of Trivia Crack®, leveraging its potential to strengthen bonds with audiences and boost brand recall. These custom campaigns use gaming and entertainment to create a greater impact. This type of collaboration between brands and gaming is a winning formula—especially when guided by experts—delivering authentic content that resonates with audiences.
The second initiative brings gaming into the world of influencers. Trivia Crack® for Creators allows influencers to design personalized trivia challenges tailored to their communities’ interests. This approach not only drives engagement but also fosters creativity and learning within a playful framework.
The Real Challenge: Delivering an Immersive Experience
Marketing strategies that incorporate interactive tools and personalized content are the ones that will excel in engagement and brand recall. It’s not just about following trends or doing something “different”—it’s about embracing technology through entertainment. Success requires meticulous planning to deliver a seamless, gratifying experience from start to finish.
So, the key question for brands isn’t just what to communicate but rather how to make users part of the experience. To create true value and avoid becoming just another post in the feed, brands need to step up their game—and take it to the next level.
