Gamification goes mainstream: why you can no longer ignore game-based engagement

When you hear the word gamification, what's the first thing that comes to mind - gimmick or a seven-fold increase in organisational profitability?

While branded mobile games might have started out as a fun form of customer interaction, today they've gone mainstream and are considered key external and internal engagement drivers, connecting companies' customers and employees to the heart of their businesses and brands.

In this new paradigm, gamification incorporates game-design elements into non-gaming environments (like customer touchpoints and the workplace) to motivate people to achieve certain goals. Gamification maximises people's inherent desires to win, achieve success and be recognised.

As an industry, it has exploded over the past 10 years, and is currently worth $15.43 billion. By 2029, it's forecast the gamification sector will be worth more than $48 billion¹.

The two areas where gamification is delivering the biggest returns are customer service and employee engagement.

A new level of personalised brand engagement

Gamified campaigns can increase a brand's user engagement by a massive 100%-150% compared to traditional marketing approaches³.

This engagement has a knock-on effect: businesses with gamified loyalty programmes such as virtual badges, points or exclusive perks see around a 22% increase in customer retention, driving repeat purchases and sustained brand loyalty⁴.

What makes gamification so effective, beyond its competitive nature, is the emotional bond it forges between brands and their customers. It opens up an entirely new conversation between the two, stimulating meaningful engagement and rewarding customers for their time and attention.

Gamification is like traditional marketing, only it works smarter to achieve the same objectives, not harder.

The real game changer going forward is going to be AI. In the same way AI allows for the personalisation of customer experiences, so it is paving the way for individualised gamification engagement.

By analysing user data such as browsing history and behaviour patterns, AI can predict the kind of games a user is most likely to interact with. It can use natural language processing to adjust communication styles within games, and only show users content that reflects their interests. This ensures that gamification is deeply personalised and thoroughly engaging.

At a more advanced level, AI can instantly adjust game difficulty levels to keep challenges exciting but not frustrating, helping users stay engaged.

According to global marketing and production agency, Rhapsody Media: 'If a leaderboard seems too far out of reach, AI might tweak the scoring system to keep it competitive and rewarding. Similarly, AI can generate fresh content, like unique game scenarios or rewards, right as users play, keeping everything feeling new and exciting.

It even tracks emotional responses by analysing clicks or time spent on tasks, adjusting the experience on the fly to maximise enjoyment. This seamless blend of personalisation and adaptability is how AI takes gamified marketing to a whole new level.'

Other advancements will include gamification's integration with AR/VR for certain games, and with mobile wallets or instant digital vouchers to further instant gratification.

Gamification makes for happier employees

Companies are fast recognising the value of gamification in engaging existing and new employees.

Just look at these figures quoted recently by AmplifAI²:

• 90% of employees say gamification makes them more productive at work
• 83% of employees who have gamified training feel motivated, while 61% of those who get regular training with no gamification feel bored
• With the correct gamification elements, leaders witness a 50% rise in workforce productivity and a 60% increase in employee engagement
• Gamification in the recruiting process makes 78% of the job applicants more motivated to work for your company 

There's no end to the uses for gamification in the workplace, but the most popular applications include employee onboarding, training, coaching, feedback, and aligning employees with corporate culture and organisational goals.

Corporate gamification can be implemented at individual employee level, team level or organisational level. Everyday activities such as completing learning, achieving a sales target, closing a sale or even not being off sick are turned into challenges that enable employees to compete with each other in a constructive way.

The result? Employees are totally engaged as they set out to not only complete their tasks properly, but prove themselves to colleagues and attain status in the office.

Numerous studies have concluded that corporate gamification is highly beneficial. They confirm that gamification significantly influences employees' levels of job satisfaction, motivation and company loyalty, and signals vastly improved long-term success prospects for organisations.

Blue chip real-life successes include:

• A Microsoft programme aimed at increasing productivity in contact center service agents led to a 12% drop in absenteeism, a 10% increase in calls per shift, and nearly 80% of agents felt more empowered to do their jobs.
• IBM implemented a digital badge pilot programme that saw a 226% increase in course completions after badges were introduced, and a staggering 694% increase in the passing of end-of-course exams.
• For its Leadership Academy, Deloitte implemented games using missions, badges and leaderboards, including unlocking secret levels along the way. There was a 47% increase in users returning to the site each week.

Tokens, tiles and leaderboard titles

There are thousands of gamification campaigns out there, but only a set number of gaming types that all these campaigns follow.

The primary game types include:

• Flip-to-win tiles: Users flip a digital tile/card to reveal instant prizes, points or access to leaderboards. The key drivers are the instant gratification factor and visible social competition.
• The 'catching' mechanic: Users 'catch' falling or moving objects (i.e. coins, tokens, branded items) within a time limit. Key drivers are the exciting quick play and the potential for branded experiences.
• Block busting, colour blocking and matching: Based on the classic Tetris game, users bust blocks or match blocks or colours to win. Key drivers are the challenge to beat the game and the chance for repeat play.

Games that rely on bragging rights and measuring progress to compel participation include elements such as:

• Leaderboards: Users must complete challenges to get onto and climb a leaderboard. Key drivers are the lure of visible competition (rankings are seen in real time) and the opportunity to beat competitors.
• Progression and streaks: Users are rewarded for consecutive days of play, levelling up or completing challenges. Key drivers are maintaining unbroken winning streaks and the rewards offered.

Gamification is a powerful ally in keeping customers and employees motivated, especially as attention spans drop and digital fatigue increases.

Professional approach a necessity

Despite its overwhelming potential, Gartner says as much as 80% of gamification efforts fail due to poor design and execution.

This highlights the importance of working with experts who know not only how to create a game that suits both your brand and customers, but implement it as well.

¹ Mordor Intelligence: Gamification Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

² AmplifAI 25+ Gamification Statistics You Need to Know in 2025

³ AmplifAI 25+ Gamification Statistics You Need to Know in 2025

⁴ Snipp: The Power of Gamification: Participation, Engagement Loyalty