Achievement unlocked: Improving customer loyalty with gamification

Roughly a 6 minute read by Matt

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Using gamification to level up engagement

Gamification is an effective strategy that leverages game elements and mechanics to enhance user engagement and motivation. By incorporating features like points, badges, leaderboards, and challenges into non-gaming contexts, businesses can create an immersive and interactive user experience. If you want to delve deeper into what gamification is, who should use it, and its benefits, check out our previous blog on Ctrl+Alt+Level Up: The benefits of gamification for next-level digital marketing.

This blog will explore various tips and techniques for utilising gamification to keep users engaged and loyal. From designing effective reward systems to fostering healthy competition, we will discuss strategies that encourage continued participation and create a sense of achievement.

By implementing these tips, you can build a loyal user base and cultivate an environment where users are motivated to interact with your product or service regularly. To learn more, check out our blog with our favourite gamification ideas and discover how it can transform your user engagement strategies.

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Gamification tips & examples to improve customer loyalty

By offering a gamified experience, you tap into the human desire for fun and accomplishment, creating a lasting impression that differentiates you from the mundane and predictable. Unlock the power of gamification to enhance customer loyalty with these expert tips and real-world examples.

1. Keep it simple

When it comes to gamification, keeping it simple is critical to improving customer loyalty. Avoid overwhelming users with complex rules or convoluted mechanics. Instead, focus on transparent and intuitive gameplay that is easy to understand and navigate. Streamline the user experience and eliminate unnecessary barriers or complexities that may deter engagement.

By simplifying the gamification elements, you make it more accessible and enjoyable for your audience, increasing the likelihood of their continued participation and fostering long-term loyalty. By improving the user experience through gamification, you can establish stronger relationships, encourage longer and repeated interactions, and ultimately drive greater conversions and brand loyalty.

2. Understand your audience

Take the time to study their preferences, interests, and motivations. Identify what drives their engagement and tailor your gamification strategies accordingly. By understanding their unique characteristics, you can design game elements, challenges, and rewards that resonate with their desires and aspirations. For example, if your audience is fitness enthusiasts, incorporating gamified fitness challenges and virtual rewards can fuel their motivation and foster loyalty.

3. Give rewards

Rewarding your customers is a powerful gamification tactic to improve customer loyalty. You create value and appreciation by offering tangible incentives, such as discounts, exclusive access, or virtual rewards. Rewards serve as a motivating factor, encouraging continued engagement and participation.

4. Encourage users to challenge others

By incorporating competitive elements into your gamified experiences, such as leaderboards, rankings, or head-to-head challenges, you tap into our innate desire for social interaction and competition. This fosters community and camaraderie among users, driving engagement and encouraging them to return for more. Creating opportunities for users to challenge their friends, colleagues, or other participants adds excitement and strengthens their emotional connection to your brand.

5. Shout about your campaign

Leverage the power of social platforms to create buzz and excitement around your gamified experience. Encourage users to share their achievements, high scores, or progress on their social channels, and provide them with easy-to-use sharing features. By amplifying the reach of your campaign through social media, you increase its visibility and tap into the social nature of gamification. Users sharing their experiences with their networks sparks curiosity and interest among their friends and followers, potentially attracting new participants.

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Our favourite activations and gamification examples

Some of our favourite gamification case studies exemplify the power of this strategy in different industries. One example is the “Score Predictor” for Mitchells & Butlers, effectively driving football fans into their pubs with a massive 638% increase in ROI! It allowed customers to participate and earn points and created an engaging experience for sports enthusiasts.

We stepped in when AEG came to us with a brief to build an exciting web game for seven key markets to drive website traffic and new email sign-ups. AEG’s “Snow Blaster” was the result, and it supercharged their power tools brand through gamification, generating 5897 new opt-ins. Users were encouraged to use AEG tools, earn points and compete for high scores. This innovative approach not only increased brand awareness but also showcased the effectiveness of their products.

Additionally, Jet2 Holidays utilised gamification with their “Easter Break the Egg” game, aimed at boosting sales. Customers were invited to smash eggs, with each egg revealing a unique holiday offer. This interactive game created excitement and motivated users to explore holiday options, resulting in increased sales - Who knew smashing a digital egg could be so addictive? This Easter smash hit generated 28.6 million plays and 80K new opt-ins!

These case studies highlight the versatility of gamification and its potential to drive engagement, brand loyalty, and sales across various industries.

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Ultimately, different types of games have the potential to relate and perform well with diverse audiences, catering to their unique preferences and interests. Quizzes and trivia games resonate with individuals who enjoy testing their knowledge, engaging in friendly competition, and showcasing their expertise in specific subjects.

On the other hand, puzzles and brain-teasers are captivating for audiences who thrive on problem-solving, critical thinking, and pattern recognition. These games attract individuals who love to unravel complex puzzles, exercise their mental agility, and derive satisfaction from discovering solutions.

That’s why analysing your audience is the key to keeping them loyal. At Engage, we can design you a bespoke gamification strategy your customers will love - get in touch today!