Apps like Duolingo, Strava, and Fitbit have solidified a model that extends beyond entertainment. Gamification, the use of game-like elements in non-game contexts, has become a relevant user experience (UX) strategy, with a direct impact on reducing abandonment rates, which can reach 90% within the 30 days following download, according to a Quettra survey.
To meet this challenge, Brazilian companies have been investing in dynamics like rewards, rankings, missions, and progression systems, aiming to encourage continued use of the platforms. "Through challenges and achievements, we transform routine actions into engaging experiences. This generates real engagement and increases time spent in the app," states [the source]. Rafael Franco's, CEO of Alphacodea company specializing in the development of digital solutions for major brands.
According to Franco, the model is already established in Chinese super apps like Temu, an e-commerce platform that uses gamification mechanisms to encourage interactions and reward users. "The use of virtual currency, accumulating rewards, and daily missions is very common. This pattern is likely to gain traction in Brazil as local brands recognize the potential of these tools to increase screen time and repeat purchases," the entrepreneur explains.
The strategy is particularly adopted by apps focused on education, physical activity, productivity, and well-being. A Health Enhancement Research Organization study shows that users participating in group challenges are 50% more likely to maintain an exercise routine, a factor that directly impacts loyalty rates. "Gamification creates a continuous cycle of motivation. When the user perceives progress, they feel encouraged to continue," the executive complements.
In addition to increasing engagement, the resources also act to retain users. "The biggest challenge today isn't attracting downloads, but keeping the application installed. It's a competition for space on the screen and in the phone's memory," evaluates Franco. According to him, features like loyalty programs create effective barriers to the app's deletion. "When there's an accumulation of points or coupons, deleting the application begins to represent a loss. It's an efficient exit barrier."
Success stories have encouraged startups and large companies to replicate the same logic in sectors like food, mobility, and healthcare. "Strava, for example, uses rankings and weekly goals to foster a sense of community. Duolingo employs immediate feedback and learning paths to encourage continuous learning," details the CEO of Alphacode.
For him, the combination of gamification and artificial intelligence tends to further enhance results. "With AI, it's possible to adapt challenges to each user's profile, offering a smoother and more personalized experience." According to Franco, integrated behavior analysis, design, and automation make apps more responsive to audience needs.
Alphacode develops applications for brands like Madero, China In Box, and Domino's, reaching over 20 million monthly users in the delivery, healthcare, and fintech sectors. Recent projects include platforms integrating gamification with data-driven recommendation systems. "A functional app isn't enough. It needs to be engaging and relevant to the user's daily life. Gamification is one of the most effective ways to ensure this," concludes Rafael Franco.
