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.
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.
Strategy Briefings offer unique insight into emerging trends world-wide. Aimed squarely at strategists and planners, they draw on Euromonitor International’s vast information resources to give top line insight across markets and within consumer segments. Written by some of our most experienced analysts, they are designed as provocations for senior management to use in their own forum, allowing them to stand back and reflect on the behaviour and motivation driving global markets today and tomorrow
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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