As brands seek to strengthen customer loyalty, gamification is emerging as an important mechanic shaped by technology and changing consumer preferences to engage and retain consumers. By making interactions more fun, rewarding achievement and encouraging participation, gamified loyalty helps improve brands’ key performance indicators while deepening brand advocacy.
Delivery
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Key findings
Levelling up loyalty: When data plays the game
When guided by deep analytics, gamification can be tailored to each sector’s unique customer/ member habits and preferences. Insights from sentiment, engagement and platform activity highlight which game-like features deliver the strongest, long-term results. This data-driven design transforms loyalty programmes from simple reward systems into interactive experiences that sustain customer interest, competitive drive and connection.
Transforming passive members into active customers with gamification
Gamification boosts loyalty programme conversion by turning member interactions into goal-driven, engaging experiences. By combining challenges, progression and rewards, it creates a cycle that drives repeated actions and accelerates transactions. This approach helps transform passive members into active, high-value participants, directly increasing conversion and long-term programme impact.
Beyond points: Gamified engagement and experiences as the new currency
Consumers now value loyalty programmes to be interactive, fun and deeply personalised, delivering real-time value tailored to their needs. True success comes from interactive experiences with consumer-facing metrics extending beyond points to track engagement, community growth and lifetime value. Brands embracing this approach capture attention and build lasting, meaningful loyalty.
Why read this report?
Key findings
Gamification: A key component of the Next-Gen Online Storefront
Gamification in focus
Why gamification is essential in loyalty programmes
Putting experience first: The core of gamified loyalty
Gamified loyalty: Underrated today but poised for future growth
The power of participation: Loyalty features that resonate with users
Gaining traction: Market opportunities in 2025
From silent to engaged: Reigniting inactive members
Ahead of the curve: Video games shape consumer expectations
Designing gamified loyalty on the back of sentiments and preferences is essential
The consumer perspective on game-like experiences
Gamification across sectors: Retail takes the lead
Driving deep engagement: How SHEIN and adidas set the loyalty benchmark
Foundational game-like features in loyalty
McDonald’s UK: From the app to the adventure with Side Missions
Nike After Dark: Turning leaderboards into an ecosystem of loyalists
Making payments engaging with virtual stamps
Santander Chile: Creating financial habits through gamified spending
PizzaExpress Club: Levelling up with progression tiers
Quizzes for care: Transforming pet health into an engaging experience
Marriott Bonvoy: The race for one million points
Tactics that work
Technological innovations reshape the future of gamification
Disney’s next chapter in collectibles: The NFT era
e.l.f . Beauty meets Roblox
CIG: Referrals reimagined - gamifying social sharing to build loyalty
Tesco: Digital activity skyrockets through gamification
Recommendations/Opportunities for growth
Evolution of gamified loyalty
Questions we are asking
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