If you describe features or actions as gimmickry, you mean they are not necessary or useful, and their only purpose is to attract attention or publicity.
[disapproval]
The company shuns the hype and gimmickry of its competitors.
gimmickry in American English
(ˈgɪmɪkri)
US
noun Informal
1.
gimmicks collectively
2.
the use of gimmicks
Also ˈgimmickery (ˈgɪmɪkəri)
Examples of 'gimmickry' in a sentence
gimmickry
Weird whistles and other sound effects add atmosphere but not gimmickry.
The Sun (2009)
The two main problems are blandness and gimmickry.