Gamification in companies: know 4 myths and truths

According to data from ABEMF (Brazilian Association of Loyalty Market Companies), the sector recorded a turnover of R$ 5.2 billion in the first quarter of 2025 (Growth of 13.6% compared to the same period of the previous year.For Thiago Brandao, CEO and co-founder of Loyalmea startup that was born within the Couponeria to offer loyalty solutions, gamification is a powerful practice among loyalty strategies for engaging its audiences, as it drives sales making business thrive.

In order to generate a win-win, companies that use the strategy have a goal to be fulfilled, which can be to retain it, and with this the customer can gain an exclusive benefit after executing it. “O gamification is an important ally to bonus any type of user, since incentive campaigns can be applied to different markets through a transformative approach that makes customers even more loyal”, points out Thiago.

Thinking about demystifying misconceptions involving strategy, the CEO highlights myths and truths about the gamification market.

1. Can gamification be used in different areas?

Truth. One of the main reasons for the wide use of the solution is to adapt according to the needs and objectives of each context. The strategy applied offers the unique opportunity to differentiate the brand from the others, providing personalized and memorable experiences, generating engagement, motivation and rewards. Education, health, marketing, human resources and sustainability are some of the examples.

1. Does the solution come down to instinctive games?

Myth. Incorporating game elements such as scores and instant rewards are important to making the consumer experience richer and more attractive.

For Brandao, the essence of gamification consists in creating engaging and meaningful experiences for users. “In addition to tangible rewards, gamification creates an emotional connection with the brand, achieving concrete results and conquering the sense of accomplishment”, says the CEO.

1. Gamification can help you retain and attract new customers

Truth. Customer loyalty is one of the fundamental pillars for the success of any company. Keeping satisfied and engaged customers can increase revenue, as well as strengthen brand reputation and reduce the costs of acquiring new customers.“Mainter customers is as difficult as retaining new ones, gamification is a great tool to increase engagement and participation of the” target audience, says Thiago.

1. Short-term loyalty strategy

Myth. In addition to provoking a sense of accomplishment, gamification introduces competitive elements such as rankings and challenges that encourage healthy competition among participants.

Gamification solutions also incorporate mechanisms to collect data and feedback from users. This provides valuable insights into customer behavior and preferences, enabling companies to make continuous adjustments more effectively.

“The trend is that gamification is far from being a passing thing.The transformative approach tends to evolve as they leverage new strategies to retain and reward” customers, concludes the CEO.