For Big Players: We’re Glad to Be Part of This Trend.
Because Gamification Is Playing a Bigger Role Than Ever.
Playful, interactive elements take advertising messages to the next level. But why should brands “play” with potential customers? Because it makes sense — with Digital Signage.
The advantage of digital signage is that customers are reached right where they’re most receptive to buying: in front of or inside the store. But how do you increase their dwell time at the point of sale? The key to success is gamification. Playful, interactive solutions spark curiosity — and deepen brand engagement. Digital Signage is the ideal touchpoint for a wide range of gamification projects.
Time to Play — It Always Has Been.
Play is likely the oldest cultural technique known to humans. Long before we could speak, read, or write, we became Homo ludens — the playing human. Play brings joy. It frees the mind and offers a brief escape from the everyday. When we play, we lose track of time and become fully immersed in the moment.
Play may seem inefficient — but it serves a purpose. It fosters creativity. It helps us navigate life in an increasingly complex world.
What Role Does That Play in Advertising?
A big one. Differentiating products by price or quality alone is becoming harder for brands. Playful elements help build emotional connections with customers.
Fun is a valuable currency in customer communication. Advertising is more readily accepted when paired with entertainment. Gamification elevates emotional marketing and encourages greater brand interaction. When our inner gamer is activated, content enters our minds more easily and sticks.
Gamification x Digital Signage.
Here are three inspiring examples that caught our attention.
Keeping “Sparefroh” on His Toes.
For Erste Bank, DMS brought the iconic Sparefroh character to digital life. As passersby approach the storefront, Sparefroh waves from the screen — addressing viewers directly and prompting them to mimic certain movements. With over 13 custom animations, Sparefroh responds to user gestures, turning the shop window into a fully interactive communication tool.
Let’s Dance at McDonald’s.
To celebrate 50 years of the Big Mac, McDonald’s launched a digital signage dance party in Colombia. Passersby in Bogotá were challenged to mimic dance moves shown on a screen. Those who matched the steps successfully were rewarded with a McCoin, redeemable for a Big Mac.
Kick It Like Messi.
Back in 2014, Pepsi created an interactive football challenge using digital signage and a vending machine to mark the FIFA World Cup. The concept: “Show us your football style.” Players had to keep a virtual ball in the air for 30 seconds by moving in front of the screen. An animated avatar mimicked their movements via motion sensors — and the reward? A free drink.
Digital Signage Makes It Possible.
Motion sensors detect approaching passersby, allowing digital signage to actively engage users and invite interaction. The interaction is controlled entirely through gestures, captured by an integrated camera. The content then responds in real time. Compared to touchscreens, this setup keeps users at a distance, creating the illusion of a virtual counterpart — like Sparefroh, waving and reacting from behind the glass.
And Now — Let’s Play!
Interactive technologies are highly effective at grabbing attention. Creative, gamified solutions turn digital signage into an enhanced customer experience — one that actively engages and involves shoppers. Using gesture control, camera-based systems follow the customer and respond to their movement. This gives users a playful entry point into the brand world. The focus here is on customer experience. Our conclusion: an excellent tool — it’s time to play!
