By Mario Pérez, CEO of MENATech Entertainment

Today’s consumers are tech-savvy, and with brands vying for attention in an increasingly competitive landscape, the key to standing out lies in engagement. Businesses are seeking new avenues to connect with their customers — interactivity and immersion are all the rage.  Enter gamification—an approach that integrates game-like elements into marketing strategies to create immersive and rewarding experiences.

As technology continues to weave itself into our daily lives, gamification is shaping up to be the next big thing in marketing, offering businesses a dynamic way to build stronger loyalty with their audiences.

What is gamification in marketing?

Gamification in marketing is the process of applying game design elements—like points, badges, and challenges—into brand interactions to boost customer engagement. It turns routine experiences into fun and interactive activities, making customers feel more connected to a brand. Highly engaged customers are 90% more likely to buy more frequently and spend 60% more per transaction.

For example, a retailer might introduce a rewards program that grants points for purchases, encouraging repeat business. Or, create a social media competition where participants earn badges for completing specific tasks. In fact, the global gamification market is projected to grow from $61.30 billion by 2030. 

Studies show that gamification enhances brand engagement across emotional, cognitive, social, and behavioural dimensions. It also strengthens brand attitude, loyalty, awareness, and even purchase intent. By integrating game mechanics into marketing, brands can drive sales, increase website visits, and encourage positive word-of-mouth.

Why should brands implement gamification?

Gamification also plays a crucial role in fostering customer loyalty. Brands with gamified loyalty programs see an average 22% increase in customer retention. The ability to earn a discount or exclusive reward often pushes customers towards repeat purchases and long-term brand commitment. A simple reward system can be the deciding factor in converting a casual buyer into a loyal customer.

Interactive experiences provide brands with valuable consumer insights, from purchasing habits to product preferences. This data allows companies to refine their marketing strategies and offer personalized customer experiences. The more engaged a consumer is, the more willing they are to share information, helping brands optimize their future campaigns.

People also love to share achievements, and gamified campaigns with leaderboards, competitions, and exclusive rewards encourage customers to talk about brands online. A great example is KFC Japan’s “Shrimp Attack” campaign, for a new menu item, which involved a video game where players earned discount vouchers. The campaign generated 800,000 plays and a social media buzz so big that KFC had to end the campaign early as the product sold out!

How can brands integrate gamification into their strategies?

Gamified loyalty programs are one of the most effective ways to create long-term engagement. By offering points-based systems, achievement tiers, and personalized rewards, brands can develop a sense of progress and exclusivity, making customers feel rewarded for their loyalty. Interactive social media campaigns also provide a great way to drive engagement. Challenges, quizzes, and contests encourage participation and user-generated content, fostering a deeper connection between the brand and the consumer. Brands are also leveraging augmented reality (AR) in social media by creating interactive filters and virtual try-ons, making it easier for customers to engage with their products in a fun and immersive way.

Many brands now integrate daily streaks, achievement badges, and milestone rewards into their apps, driving daily engagement and increasing retention rates on their mobile apps.  Meanwhile, e-commerce platforms are gamifying the shopping experience with spin-the-wheel discounts, scratch cards, and referral-based incentives, motivating users to return for more deals and offers. These approaches help ensure a more dynamic and personalized interaction, leading to stronger customer relationships and brand loyalty.

Regional success stories

The challenge for businesses in the Middle East is transitioning from transactional to emotional loyalty. One of the UAE’s leading banks Emirates NBD successfully addressed this by creating a fitness app and integrating gamification into it, rewarding users for staying active. Customers can sync their fitness trackers with a savings account, and when they achieve their daily fitness goals, they earn interest rewards of up to 2%. This innovative approach encourages both financial responsibility and a healthy lifestyle while deepening customer engagement with the bank.

At the Arabian Travel Market (ATM) 2023, Dubai’s Department of Economy and Tourism (DET) introduced the “Dubai Landmarks Challenge”, a ‘Where’s Waldo-style’ interactive game. Participants searched for hidden attractions on a digital map, unlocking fun facts and insights about Dubai’s cultural and entertainment spots. The campaign was a hit, increasing time spent at their booth at the event, driving engagement, and enhancing visitors’ knowledge about Dubai as a top travel destination. 

What’s next?

Gamification is bringing a shift in brand marketing by transforming traditional customer interactions into engaging, rewarding, and immersive experiences. Its ability to enhance engagement, loyalty, and brand awareness makes it a powerful tool for modern businesses.

With 55% of the MENA population under 30, younger generations are reshaping digital consumption. The most engaged segments in gaming are Gen Alpha and Gen Z (over 90% of them interact with games). Additionally, 67% of Gen Z consumers in the UAE and Saudi Arabia prioritize personalized brand experiences. Brands that leverage gamification to create tailored, interactive, and rewarding engagements will have a competitive edge in the years to come.

As the global gamification market surges, brands that adopt game mechanics in their marketing strategies will not only capture audience attention but also drive long-term success.