By Mario Pérez, CEO of MENATech

Generation Z is expected to make up more than 30% of the global workforce by 2030, positioning them as a powerful force in shaping the future of brand engagement and digital culture. Born between 1997 and 2012, they have grown up immersed in technology and creativity. They are curious, expressive, and eager to engage with brands in meaningful, interactive ways. As a result, gamification has emerged as a compelling tool for companies looking to build authentic, lasting relationships with this forward-thinking generation.

Who Are the Gen Zs?

Gen Z is the first generation to be raised entirely in the digital era. They are tech-savvy, socially conscious, and highly engaged in online communities. According to a McKinsey report, this generation values transparency, inclusivity, and personalization from the brands they support.

Spending an average of 10.6 hours online each day, Gen Z consumes media in ways that differ significantly from previous generations. They gravitate towards dynamic, visually rich, and interactive content. They trust creators, value authenticity, and seek connection through platforms that encourage self-expression and collaboration.

For Gen Z, meaningful experiences often outweigh material possessions. They are drawn to brands that reflect their values and offer opportunities for creativity, contribution, and community. From social causes to digital innovation, Gen Z supports brands that resonate with their identity and provide room for them to engage, learn, and express themselves.

They are deeply connected to gaming, virtual spaces, and creative platforms, making them particularly responsive to experiences that are immersive, rewarding, and interactive. Gamified experiences speak directly to their preferences by blending fun with function.

Gamification and Generation Z

Gamification involves incorporating game-inspired elements such as rewards, challenges, and interactive feedback into non-game environments. It is a way to make everyday tasks more enjoyable and engaging. When used strategically and thoughtfully, gamification enhances the overall brand experience and nurtures long-term loyalty.

For Gen Z, gamification aligns naturally with their digital-first lifestyles. According to GGTech’s survey, 65 percent of Gen Z play games for more than three hours each day, and 70 percent prefer games that allow interaction with friends or other players. They are drawn to platforms that recognize their progress, celebrate their achievements, and encourage social connection. Whether it’s earning points, unlocking new content, or joining digital challenges, gamified elements empower them to engage in ways that feel personal and rewarding.

Today, many brands are using gamification to build stronger connections with younger audiences, creating meaningful value and lasting brand affinity.

Case Studies

Nike has been a frontrunner in gamification through its Nike Run Club (NRC) app, which incorporates challenges, badges, and social leaderboards to foster a sense of community and motivation. A study published in Administrative Sciences found that elements such as immersion, achievement, and social interaction significantly enhanced the consumer experience, leading to increased brand engagement and stronger brand loyalty.These interactive and rewarding user experiences contributed to Nike’s digital revenue, which accounted for 24 percent of its total brand turnover in 2022.

Coca-Cola’s “Chok! Chok! Chok!” campaign in Hong Kong featured a mobile app that synced with the audio signal of a TV commercial, prompting users to shake their phones to collect virtual bottle caps and win prizes. Within just 15 hours, the app became the number one free app in Hong Kong, reaching 300,000 downloads in the first three weeks. The activation significantly boosted engagement and purchase intent, showcasing how playful and interactive experiences can elevate brand perception.

Costa Coffee, a Coca-Cola Company brand, partnered with GGTech to launch an immersive entertainment strategy in Mexico. As part of a collaboration with UNIVERSITY Esports and GAMERGY Mexico, the brand introduced an exclusive Costa Coffee-themed map in Fortnite. This custom experience toured Mexican university campuses, where students participated in pop-up events under the slogan “Bufea tu Día.” The activation invited them to enjoy their favorite coffee and win surprise goodies, effectively combining gamification with on-ground engagement to strengthen brand affinity.

How Brands Can Level Up

In the UAE, brands that embrace gamified marketing have seen engagement rise by up to 47 percent. With growing interest in AR, VR, and Web3 technologies, the future of gamification in the region looks promising.

To engage Gen Z through gamification, brands must create experiences that feel purposeful, rewarding, and authentic. They should offer real value through exclusive content, recognition, or meaningful rewards that reflect what matters to users. A smooth user experience also plays a key role. Visual appeal, easy navigation, and mobile-friendly design help capture and keep Gen Z’s attention, as they interact primarily through their phones.

Brands can boost engagement by building community features that encourage collaboration, competition, and shared progress. They must stay true to their identity, ensuring that gamification aligns with their voice and mission. Gen Z recognizes sincerity and supports brands that show it. By collecting insights with transparency and consent, brands can better understand user behavior and improve future experiences.

Generation Z has changed how brands engage with audiences. They look for connection, creativity, and experiences that reflect their identity. When brands use gamification thoughtfully, they create more than just an interactive feature. They build a strong foundation for lasting relationships with this dynamic and influential generation.