In a crowded on-trade environment, standing out isn’t about shouting louder—it’s about being more playful. For fun-forward brands, gamification offers a dynamic way to drive trial, boost visibility, and spark word-of-mouth. Bright colours, interactive POSM, and nostalgic formats like board games tap into a powerful emotional driver: joy. According to Deloitte, brands that infuse play into the consumer journey see engagement rise by up to 48%, especially among younger drinkers who crave experiences over transactions. Gamified POSM—like spinner wheels, color-coded cups, or coasters that double as game tokens—transforms ordering a drink into a moment of participation. These assets extend dwell time at the bar and create shareable, memorable experiences. Research shows that on-trade activations using interactive elements can increase sales by 25% and boost brand recall by over 40%. Color is another critical cue. Bright, energetic palettes signal fun and help build brand recognition fast. When deployed across POSM—from bar runners to menu inserts—they create a cohesive visual identity that’s impossible to miss. This kind of visual saturation is essential in on-trade spaces where attention spans are short and options are endless. The result? A brand that doesn’t just sit on the shelf—it plays in the room. By leaning into fun and turning the bar into a gameboard, brands can go from niche to known, becoming the go-to choice when the vibe is high and the music’s loud. Because when drinks become play, everyone wants a turn.