Research shows that the majority of brands will be integrating games into their campaigns as a way to attract and retain consumers within the next three years.

The noun ‘gamification' is yet to be acknowledged as an official word in the Oxford dictionary, but it's already a trending topic among brands and marketers. PSFK's recently published Future of Gaming report supports the research which declares ‘gamification' to be simply the application of game concepts to other areas of life. For example, a company might promote its brand with a treasure hunt, like UK pharmacy chain Boots did with its pop-up store in London. Some companies might choose to gamify their websites in order to make them more interactive and engaging, like what this NHL team did.

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