Why Every Tamagotchi Should Have a Brand Strategist
If you were a kid in the 90s, chances are you nearly flunked a maths test because your Tamagotchi needed feeding. That frantic beeping from your pocket? A marketing lesson wrapped in a pixelated shell.
I’ve spent the last week obsessing over digital pets. Not because I’ve reverted to childhood, but because they are perfect case studies in user obsession, design systems, and brand intimacy. Tamagotchis weren’t just devices. They were relationships. You gave them names, checked in constantly, and yes, cried a little when they died. It was marketing without the noise—we were deeply engaged, and no one needed a push notification to remind us.
Now fast forward to today’s loyalty apps and brand engagements. They often scream for attention but live in the background, emotionally vacant. Why was a plastic egg from 1997 more effective at behaviour change than most loyalty platforms in 2024? The Tamagotchi had a feedback loop so tight it squeaked. Immediate reaction. Clear consequences. A sense of co-creation. Imagine applying that philosophy to your next app, onboarding campaign, or even a newsletter. Treat the user like someone with a heartbeat, not a wallet.
I’m not suggesting we all build digital animals (although…). I’m saying we take our campaigns seriously enough to nurture them. Make branding sticky in the truest sense: emotionally relevant, interaction-rich, and just alive enough to keep someone coming back. Good branding isn’t a logo, it’s a living system. Preferably one that poops on the hour.
I’ve spent the last week obsessing over digital pets. Not because I’ve reverted to childhood, but because they are perfect case studies in user obsession, design systems, and brand intimacy. Tamagotchis weren’t just devices. They were relationships. You gave them names, checked in constantly, and yes, cried a little when they died. It was marketing without the noise—we were deeply engaged, and no one needed a push notification to remind us.
Now fast forward to today’s loyalty apps and brand engagements. They often scream for attention but live in the background, emotionally vacant. Why was a plastic egg from 1997 more effective at behaviour change than most loyalty platforms in 2024? The Tamagotchi had a feedback loop so tight it squeaked. Immediate reaction. Clear consequences. A sense of co-creation. Imagine applying that philosophy to your next app, onboarding campaign, or even a newsletter. Treat the user like someone with a heartbeat, not a wallet.
I’m not suggesting we all build digital animals (although…). I’m saying we take our campaigns seriously enough to nurture them. Make branding sticky in the truest sense: emotionally relevant, interaction-rich, and just alive enough to keep someone coming back. Good branding isn’t a logo, it’s a living system. Preferably one that poops on the hour.