Immersive Experiences


How gamification can level up your metaverse marketing

Aug 21

Julien Palliere

Don’t approach gamification like a side quest

A 2022 report found that the gamification marketing industry is projected to reach a whopping $58.8 billion value by 2028, up from $11.5 billion in 2021. Gamification in marketing is especially popular in web3 spaces where brands can tap into digital landscapes that ignite genuine engagement. When gamification is done right, it can transform mundane marketing experiences into fully immersive and unforgettable journeys.

But it’s also no secret that gamification often gets a bad rap in advertising. In fact, a 2022 study found that the overall perception of gamification in online shopping is negative. People can tell when they encounter uninspired marketing, and when they do, they often prefer to take a different path.

Don’t write off gamification and head back to the drawing board just yet, though. Brands embracing the immersive power of gamification — and committing to crafting genuine gamified experiences — can unlock brand love on an unprecedented scale.

So let’s talk about how brands can enter the metaverse with inspired gamification techniques that turn boring ads into engaging quests.

The nuts and bolts of games

It’s wise to equip yourself with the base knowledge and skills of game-making before you jump headfirst into the metaverse. Essentially, three components make up every good game: engagement, immersion, and rewards.


From snowy mountains in mythical landscapes to colorful puzzles in a candy-filled world, good games draw players in with unique opportunities for engagement. Gamification in marketing often fails to engage because campaign creators underestimate how willing players are to get involved.


Effective gamification offers players suspension of disbelief, letting them disconnect from reality and instead dive into a new and exciting experience. With platforms like Roblox specializing in immersive experiences where brands and audiences can interact together, immersion is key in understanding how brands can enter the metaverse with good gamification.

66M users log onto Roblox every single day.


Secret treasure. Extra lives. Power-ups. Rewards take many forms across games, but they have one thing in common: Their value is proportional to the effort it took players to get them. And with the promise of even better rewards hiding just around the corner, players will want to return over and over again.

Gamification in action

Free AI generated burritos, just right click + save

Want to visualize how these gamification basics translate into metaverse marketing? Look no further than immersive experiences on Roblox like Chipotle’s Burrito Builder experience.

In Burrito Builder, users roleplay as workers in a Chipotle restaurant. They change into Chipotle uniforms and serve in-game food exclusive to the Roblox experience. Users earn in-game currency that’s exchangeable for real-world rewards, like a free burrito ordered through the Chipotle app. A leaderboard measures how users stack up against each other, creating competitive energy that drives them to play longer and engage more.

Burrito Builder is a great example of how brands can enter the metaverse and connect gamified engagement with real-world, measurable results. With this experience, Chipotle positions itself as cool, attuned, and exciting. The resulting engagement isn't hard to believe.

10 minutes: the average time a Roblox user spends in Burrito Builder

Source: “Marketing in the Metaverse with Candice Beck - Director of Social, Influencer and Web3 at Chipotle,” November 2022, Into Meta Media

Get ready to gamify

So you know how brands can enter the metaverse and translate gamification strategies into a real campaign. But how do you apply those strategies to your own journey? You’ve got several options to make your gamified experience feel like a dream.

Options like:

  • Customization: Unlockable avatar items, like clothing or unique hairstyles, to encourage personalized engagement
  • Storytelling: Dialogue delivered by interesting or existing characters in your IP draws audiences who want to see how it’ll play out
  • Achievements: Completed tasks populate a checklist — and difficult tasks may deliver unique rewards
  • Competition: Leaderboards encourage repeat visits to the same experience, creating more opportunities for engagement
A good gamification strategy is like a lucid dream: it’s a surreal experience the audience controls.

Co-op marketing done right

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