How Gamification is Transforming Customer Loyalty

The world of ecommerce is awash with a new buzzword, with gamification fast becoming the future of securing the kind of customer loyalty that brands crave.

Here, we’ll look at how gamification is changing the landscape, and who is already perfecting the practice.

What is gamification?

Basically, it is making a game out of something that might otherwise not be so engaging. If you’re a parent, you’ll know all about turning just about every little event into a game.

“If you eat your greens, you’ll win an ice cream.”

But how does gamification pertain to customer loyalty in ecommerce?

Earning points with purchases that can be turned into redeemable offers, giving customers a survey which then returns them a product tailored to their responses, or simply dedicating a space on your website to a game that rewards your customers somehow – these are all examples of commercial gamification.

Who is using gamification well?

So, who is already attracting new customers, and keeping their existing ones, with gamification?


Any avid viewers that have caught the recent HBO series ‘McMillions’ will know what we’re talking about here.

Each year, the fast food giants run a series of promotions aimed at getting people to keep buying meals, in the hope of collecting enough tokens to maybe get a little more than a free milkshake.

Since 1987, McDonald’s Monopoly has had people coming back for yet another Big Mac in the hope that they’ll be peeling Pennsylvania Avenue off their carton of fries.

The game has also been an online feature for several years, attracting more and more people to the golden arches – although this has not been featured in the US since 2016.


Nike’s Run Club app encourages users to log their exercises and suggests challenges that people can take against their friends or other users.

There are near endless achievements to unlock, all the while keeping users on the app and engaged with constant Swoosh-emblazoned visuals.

It’s not just all pats on the back, however. The app will make recommendations to users to purchase products suited to the exercises being logged in the app – with access to the Nike Store embedded on the very same platform.


Probably the greatest example of gamification leading to a platform’s explosion in popularity.

eBay’s bidding system is classic gamification, building a crescendo of excitement as a listing enters its final few moments.

“Did I win? Did I win? Of course not, I got sniped AGAIN!”

eBay’s use of feedback also plays into its gamification angle. The more feedback you leave, the better your status. It’s classic RPG fundamentals that have made it the retail giant it is today.

How can I use gamification?

Gamification is swiftly becoming a priority for those looking to introduce their own loyalty programs for customers as it can enhance devotion to a brand, without the overt sales angle that other methods use.

It can open up lines of interaction with your customer base never before imaginable, especially if you are operating solely in an online space – that engagement is crucial to securing repeat custom.

Specialists like LoyaltyLion are experts in developing gamification strategies among a wealth of customer loyalty solutions which have seen them recognised as an industry leader.

How will you gamify your customer base and secure a loyal army of repeat buyers?

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