One of the most valuable resources for conversion is being able to capture the attention of the audience in the midst of so many offers, especially considering the digital universe. This has become a highly contested element, especially in the mobile app market, which has over 3 million options available in major stores like the Play Store and Apple Store. To stand out in this scenario, many companies are turning to gamification as a strategy that engages and fosters user loyalty.
Experts agree that the ability of video games to naturally generate focus and determination inspires this new planning model. While challenging tasks like writing or organizing finances may seem complicated, games turn challenges into captivating experiences.
According to Rafael Franco, CEO of Alphacode, a company specializing in the development of financial apps, gamification, which applies game design elements to non-game contexts, has proven to be efficient in creating interactive experiences that engage more. “Through rewards, challenges, competitions, and leaderboards, apps can turn everyday actions into engaging journeys, encouraging continuous use and promoting greater user loyalty,” he explains.
Furthermore, it generates a sense of accomplishment and belonging, factors that contribute to increased time spent and interactions in the application. “To retain and engage the user, it is essential to offer experiences that connect them to the purpose of the application. Gamification allows creating this cycle of continuous motivation,” she adds.
Gamification in favor of the brand.
Recent data demonstrates the importance of strategies like this. A study by Quettra reveals that an Android app can lose up to 77% of its daily active users in just three days after installation. This number grows to 90% after 30 days. Therefore, creating products that motivate the user to be part of that app helps to keep them interacting with the brand for longer.
“Success examples, like Duolingo, Fitbit, and Strava, show that gamification increases engagement and encourages positive word of mouth, as well as improving retention rates. These apps use game mechanics to motivate users, whether it’s learning languages, achieving fitness goals, or competing in sports activities,” Rafael concludes.
