How Gamification Increases Brand Loyalty Without Feeling Too Pushy

Gamification is rapidly becoming one of the most reliable methods to build brand engagement across countless sectors. Despite the fact that the gamification of businesses does not try to obscure the reality that the game-like activities exist in order to draw people into the brand and increase customer retention, they still do this consistently well.

There are a myriad of reasons why gamification is a highly effective strategy for brands, but a lot of it comes down to human psychology and the dopamine-related joy we get from playing and winning all manner of games. We are often drawn to low-stakes gaming as a way to wind down while still keeping our brains engaged, and this enjoyment is further increased if we have a chance to win something tangible for our efforts.

One only has to look at the success of sweepstakes on regulated sites to understand how rewarding engaging with games can feel. Unlike regular casino sites, but like the gamification often seen in businesses, these sweepstake platforms do not require their users to make real money wagers in order to engage with the casino games they offer. That being said, by playing the games, they can earn sweep coins that they can trade in for prizes with real-money value.

This same idea is often seen in the gamification of brands when they allow customers to engage in games of chance, such as spinning a wheel or scratching a card, for the opportunity to win prizes or discounts with the brand itself. This works because it gives customers rewards without needing them to put anything at risk.

Another way the gamification of brands increases brand loyalty, yet doesn’t appear too pushy or on the nose, comes from the fact that including game-like content can actually make a brand appear more ‘down-to-earth.’ Brands that make use of gamification strategies are able to appear more informal and connected to their customers, creating a warm and fun-filled environment that people actively want to return to.

Since the gamification of a business often leads to brands giving out products or deals to their customers for free, it also shows that they have a genuine care for those who use their business and that the brand wants them to feel welcome and comfortable while engaging with their content. Customers get the sense that they, as an individual, are respected by the brand and that the time they spend engaged with it is genuinely appreciated.

On top of this, when brands use gamification in their business and marketing strategies, they are much more likely to become more popular and well-known across wider communities. This is because, as mentioned, humans like winning, but we also like talking about our wins. If someone has been rewarded for engaging with a brand, they are incredibly likely to pass this on to other people, who, in turn, are likely to also engage with the brand in hopes of securing a win themselves. This brings more people to a brand and is also likely to increase customer retention when new customers do get a win.