Gamification - your win-win way to drive sales and increase customer loyalty

Whether it’s a Stone Age survival instinct or the result of some complex brain chemistry, we all instinctively want to win.[1]

Gamification – the use of game mechanics to engage and motivate people[2] – taps into this evolutionary trait by rewarding consumers with a dopamine boost when they interact with a campaign.

It’s a compelling technique that can reap dividends across multiple marketing channels, from prize draws to loyalty and reward schemes.

At MRM we know the return on investment that can be achieved through gamification, which delivers even greater success on all kinds of campaigns.

From apps and online ads, to on-pack promotions like ‘peel and reveal’ prizes, we can help you to up your game – quite literally.

Why gamification matters in 2025

Gamification has gained pace in recent times as one of the top trends shaping the global consumer loyalty segment. Last year, the Global Loyalty Organisation listed it alongside themes like AI and sustainability as “transformative trends”.[3]

The report, Global Loyalty Predictions 2024,[4] included insights from 26 industry experts. Many cited gamification as having significant potential, alongside related methods like offering tailored and personalised rewards.

Katarina Mescal-Pevzner of Mastercard told the organisation: “Gamification will increase engagement by rewarding member interactions beyond spending habits… Interactive experiences increase overall engagement, keep customers a part of a brand and drive that long-term value through each interaction.”

Danielle Colla, senior manager of customer experience excellence product at Amadeus, added: “With Gen Z purchasing power increasing, we see that gamification will continue to be a must. It can be around rewards and getting to these new customer segments.

“It could be around the dynamic value of points and tiers driving that purchase experience and driving that stickiness.”

All of this is a natural fit for retail promotional campaigns, by incentivising shoppers with the most purchasing power to engage with a particular retailer, brand or product.

Rapid retail-driven growth on the horizon

Across all sectors, gamification is seeing skyrocketing investment as a marketing method. According to a report from Mordor Intelligence,[5] the global gamification market is worth an estimated $29.1 billion as of 2025.

This is forecasted to grow at a blistering CAGR of over 26% to more than triple the size of the market by 2030, taking it to a value of over $92.5 billion.

Retail holds the largest share of this market, as retailers look to a marketing strategy that “not only adds entertainment, but also cultivates positive behaviours”.

One way to do this is by displaying progress charts to inform customers of their achievements on gamified goals ranging from past purchases to friend referrals.

“By striking a balance between ‘wins’ and ‘rewards’, retailers can engage their audience and drive tangible commercial benefits, ensuring customers keep coming back for more,” the report asserts.

Choosing a level of gamification

Gamification itself can take many forms, and does not necessarily involve a literal ‘game’ in the traditional sense; rather, it is about rewarding consumers for taking an action to achieve a stated goal.

Loyalty midway games

Loyalty apps can integrate ‘midway’ games such as lucky dips, randomised rewards and ‘spin to win’ mechanics, both to require interaction from the user and to present a small discount or coupon as a ‘prize’.

Missions and milestones

Shopping itself can be gamified through the use of milestone targets and tiered rewards, e.g. a £1 discount when buying 5 bakery items, increasing to a £2.50 discount on 10 bakery items. This incentivises shoppers to try to reach the higher goals, with a greater sense of reward for doing so.

Gamified prize draw entry

Even existing traditional competitions like prize draws can be gamified. The most common current example is by incentivising social sharing by giving more draw entries to contestants who share the details of the prize draw with their social sphere.

The type and level of gamification can be used to drive towards a specific outcome. In the examples listed above, that might be repeated engagement with a loyalty app, increased spending in a specific product category, or social sharing of a limited-time competition.

Current best practices for gamification

Beyond deciding on the type of gamification to employ, there are certain best practices to adopt for maximum effectiveness. Mastercard Data & Services outlined some of these in August 2023.[6]

Grounded in goals

As with any marketing strategy, set out your goals initially and then plan your campaign around those end-goals. Examples might include an increase in app downloads and installs, repeated use of a loyalty app, or social shares of a prize draw or promotion. This not only increases the chances of a successful strategy, but also gives you measurable outcomes by which to judge that success.

Repeat the rewards

The best way to encourage long-term engagement is to reinforce desired behaviours through repeated rewards. For example, a prize draw could take place weekly or monthly, instead of as a one-off competition. Daily and weekly wheel spins keep loyalty app users logging back on, creating familiarity and forming habitual behaviours.

Connect with conversions

Use your gamification features to drive your marketing conversions. For example, your prize draw entry page could encourage entrants to register for your email newsletter. Competition landing pages on your website could include a QR code or link to install your mobile app. Just make sure you comply with relevant legislation and rules, for example by allowing entrants to participate without signing up to receive marketing communications.

MRM’s competition handling, judging and fulfilment services are fully compliant with the CAP Code for non-broadcast advertisements, sales promotions and direct marketing communications,[7] giving you peace of mind when embarking on gamified prize draws or incorporating contests into loyalty apps.

How are retail brands using gamification?

Finally, let’s look briefly at some recent examples of gamification in the retail sector and how these campaigns engage with consumers, usually also rewarding brand loyalty.

ASDA Scan to Win

ASDA Scan to Win[8] is a ‘treasure chest’ promotion that launched on the ASDA Rewards loyalty app on May 1st 2025 to celebrate the 60th anniversary of the supermarket’s name.

Customers who spend more than £5 online or in-store receive one Scan to Win entry per day. This is redeemed by tapping on a treasure chest in the app, with prizes ranging from a 60p coupon off a future shop, to a £6,000 top-up to the winner’s ASDA Rewards Cashpot.

The promotion follows previous gamified incentives from ASDA, including Christmas 2023’s ‘Open The Present’ and a similar gnome-themed minigame that tied in with the supermarket’s 2024 Christmas ad campaign.[9]

Tesco Clubcard Unpacked

Tesco Clubcard Unpacked[10] is a campaign that contacts members in the run-up to Christmas and New Year to give them information about their shopping habits, based on their Clubcard purchases over the previous 12 months.

It’s focused on favourites – the items customers bought the most – and includes insights that border on gamification, like: “Out of over 10 million possible combos, no one else shared the same favourite Meal Deal.”

The campaign offers customers good transparency about the type of data their Clubcard is collecting about them, demystifying some of the doubts they might have about tracking their shopping activity, and instead rewarding them with some quirky insights at the end of the year.

Maybelline Lifter Gloss Candy Drop

An example of gamification taken literally is the Maybelline Lifter Gloss Candy Drop campaign,[11] which took place in August to September of 2023 in partnership with Activision Blizzard Media.

The campaign included playable ads based on the popular mobile game Candy Crush Saga, but with Maybelline theming. It achieved a 98% engagement rate, with over 12 million plays of the mini game, and delivered a 552% increase in website traffic.

Blair Burke, senior marketing manager for Maybelline Lip, said: “We were excited to create an out-of-the-box activation while reaching new and younger consumers and building unique creative to engage users.”

Up your game with MRM’s experts

Finally, let’s look briefly at some recent examples of gamification in the retail sector and how these campaigns engage with consumers, usually also rewarding brand loyalty.

Our services are code-compliant, driven by data and provide you with actionable insights based on the outcomes of your sales promotion or competition.

To find out more, contact MRM today to speak to a member of our team of promotional marketing experts.