Gamification is transforming how brands connect with audiences, making interactions more engaging, memorable, and fun. From reward programmes that feel like an adventure to apps that keep customers coming back, businesses everywhere are using game mechanics to drive loyalty and engagement. In this episode, Kenny Lum, Chief Gamification Officer at Gameka, shares insights on how gamification works, why it’s capturing marketers’ attention, and the opportunities and challenges it presents for businesses around the world.

Gamification is transforming how brands connect with audiences, making interactions more engaging, memorable, and fun. From reward programmes that feel like an adventure to apps that keep customers coming back, businesses everywhere are using game mechanics to drive loyalty and engagement. In this episode, Kenny Lum, Chief Gamification Officer at Gameka, shares insights on how gamification works, why it’s capturing marketers’ attention, and the opportunities and challenges it presents for businesses around the world.

Marketing Mojo examines the dynamic world of branding and marketing strategies. We explore the latest trends, share expert insights, and uncover innovative tactics to help you ignite your brand's spark and captivate your audience. Get ready to drive your brand (and sales) to new heights with Marketing Mojo!!

Marketing Mojo

Marketing XP: Unlocking Gamification's Power

Bold marketing grabs attention but how do you turn that into actual sales?

In a fragmented attention economy, where consumers are constantly switching between platforms and messages, standing out is harder than ever. Amy Gan, Vice President of Marketing at Etika Group, shares how bold, unconventional campaigns can cut through the noise… and more importantly, how they translate into real demand.

Drawing from Etika’s experience managing challenger brands, Amy breaks down what it really takes to move beyond safe marketing and create impact that shows up on the shelves.

We explore:




Why playing safe may be the biggest risk for brands today.


What “bold marketing” actually means in practice.


How guerrilla tactics and timing create outsized attention.


The role of availability, visibility, and accessibility in converting demand.


Where to draw the line between bold and reckless.


This episode of Marketing Mojo was brought to you by BFM Brandfest. This event is happening on the 22nd and 23rd July at Nexus Bangsar South.

Bold marketing grabs attention but how do you turn that into actual sales?In a fragmented attention economy, where consumers are constantly switching between platforms and messages, standing out is harder than ever. Amy Gan, Vice President of Marketing at Etika Group, shares how bold, unconventional campaigns can cut through the noise… and more importantly, how they translate into real demand.Drawing from Etika’s experience managing challenger brands, Amy breaks down what it really takes to move beyond safe marketing and create impact that shows up on the shelves.We explore:<ul><li>Why playing safe may be the biggest risk for brands today.</li><li>What “bold marketing” actually means in practice.</li><li>How guerrilla tactics and timing create outsized attention.</li><li>The role of availability, visibility, and accessibility in converting demand.</li><li>Where to draw the line between bold and reckless.</li></ul> This episode of Marketing Mojo was brought to you by BFM Brandfest. This event is happening on the 22nd and 23rd July at Nexus Bangsar South.

Why Playing Safe Is Riskier for Brands Today

Is your brand still visible if no one clicks anymore? As AI reshapes how people discover information, Jonathan James of Similarweb APAC joins us to unpack the shift from search to answers, and why traditional SEO may no longer be enough. We explore how brands risk disappearing from AI-generated decisions, and what it takes to win in the age of Answer Engine Optimisation (AEO).


Tune In To Find Out:




The “Zero-Click Reality”: Why more users are getting answers without ever visiting your website, and what that means for your traffic and ROI.


From SEO to AEO: How search isn’t dying but quietly evolving into a new game of being cited, not just ranked.


The Visibility War: Why your biggest competitor isn’t ranking above you but being chosen by AI instead.


The Attribution Black Hole: How AI is breaking traditional tracking and why marketers may be flying blind.


The AI-First Playbook: What brands must fix internally (from FAQs to data structure) to even stand a chance of being surfaced.



This episode of Marketing Mojo was brought to you by BFM Brandfest. This event is happening on the 22nd and 23rd July at Nexus Bangsar South.

Is your brand still visible if no one clicks anymore? As AI reshapes how people discover information, Jonathan James of Similarweb APAC joins us to unpack the shift from search to answers, and why traditional SEO may no longer be enough. We explore how brands risk disappearing from AI-generated decisions, and what it takes to win in the age of Answer Engine Optimisation (AEO). Tune In To Find Out:<ul><li>The “Zero-Click Reality”: Why more users are getting answers without ever visiting your website, and what that means for your traffic and ROI.</li><li>From SEO to AEO: How search isn’t dying but quietly evolving into a new game of being cited, not just ranked.</li><li>The Visibility War: Why your biggest competitor isn’t ranking above you but being chosen by AI instead.</li><li>The Attribution Black Hole: How AI is breaking traditional tracking and why marketers may be flying blind.</li><li>The AI-First Playbook: What brands must fix internally (from FAQs to data structure) to even stand a chance of being surfaced.</li></ul>This episode of Marketing Mojo was brought to you by BFM Brandfest. This event is happening on the 22nd and 23rd July at Nexus Bangsar South.

AI Is Eating Search: The New Rules Of Visibility

Is your marketing strategy optimised for an old TikTok behaviour? As two-thirds of Gen Z abandon traditional search engines for TikTok, brands relying on "viral lottery" tactics are facing a structural relevance crisis. Dulya Wijeratne of Cult Creative joins the show to reveal why the era of the "commercialised" platform is ending and how the shift to “visual proof” is redefining consumer trust. 



Learn More About: 




The Visual Proof Pivot: Why Dulya thinks that Google is losing the trust war and how TikTok’s "social proof" from real people is replacing traditional SEO for high-intent queries.


The Resonance Metric: Why views and likes are now considered "hygiene factors" and how to optimise for the three discovery metrics that actually indicate long-term brand equity.


The Lottery Trap: Why achieving a viral moment is a "wasted win" without a pre-planned “value capture strategy” to change audience behaviour within a 14-day window.


Beyond the Trend: How to move from "trend-heavy" to "intent-heavy" content by identifying the specific emotional triggers that drive 95% of B2B and B2C decision-making.


The Creator Moat: Why polished brand advertisements are failing to build authority and how to leverage a "pool of trusted creators" to speak on behalf of legacy brands.

Is your marketing strategy optimised for an old TikTok behaviour? As two-thirds of Gen Z abandon traditional search engines for TikTok, brands relying on "viral lottery" tactics are facing a structural relevance crisis.&nbsp;Dulya Wijeratne of Cult Creative joins the show to reveal why the era of the "commercialised" platform is ending and how the shift to “visual proof” is redefining consumer trust.&nbsp;Learn More About:&nbsp;<ul><li>The Visual Proof Pivot: Why Dulya thinks that Google is losing the trust war and how TikTok’s "social proof" from real people is replacing traditional SEO for high-intent queries.</li><li>The Resonance Metric: Why views and likes are now considered "hygiene factors" and how to optimise for the three discovery metrics that actually indicate long-term brand equity.</li><li>The Lottery Trap: Why achieving a viral moment is a "wasted win" without a pre-planned “value capture strategy” to change audience behaviour within a 14-day window.</li><li>Beyond the Trend: How to move from "trend-heavy" to "intent-heavy" content by identifying the specific emotional triggers that drive 95% of B2B and B2C decision-making.</li><li>The Creator Moat: Why polished brand advertisements are failing to build authority and how to leverage a "pool of trusted creators" to speak on behalf of legacy brands.</li></ul>

Marketing XP: Unlocking Gamification's Power

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