According to data from ABEMF (Brazilian Association of Companies in the Loyalty Market), 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 Brandão, CEO and co-founder of loyalme, a startup that was born within the cuponeria To offer loyalty solutions, gamification is a powerful practice among the loyalty strategies to engage its audiences, since it boosts sales by making business thrive.
In order to generate a win-win, companies that use the strategy have an objective to be accomplished, which can be to retain it, and with that the customer can gain an exclusive benefit after performing it. “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 the strategy, the CEO highlights myths and truths about the gamification market. See below:
- 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 applied strategy 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.
- Is the solution just for instinctive games?
Myth. Incorporating game elements such as instant scores and rewards are important to make the consumer experience richer and more attractive. However, the strategy is not just that.
For Brandão, the essence of gamification is the creation of engaging and meaningful experiences for users. “In addition to tangible rewards, gamification creates an emotional connection with the brand, achieving concrete results and gaining a sense of accomplishment,” says the CEO.
- Gamification can contribute to retaining and attracting new customers
Truth. Customer loyalty is one of the fundamental pillars for the success of any company. Keeping customers happy and engaged can increase revenue, in addition to strengthening the brand’s reputation and reducing the acquisition costs of new ones. Thiago.
- Short-term loyalty strategy
Myth. In addition to provoking a sense of accomplishment, gamification introduces competitive elements, such as rankings and challenges, which stimulate healthy competition among the participants. It can increase the involvement and motivation of those involved to achieve higher goals in the long term.
Gamification solutions also incorporate mechanisms to collect data and feedback from users. This provides valuable insights into customer behavior and preferences, allowing companies to make continuous adjustments more effectively.
“The tendency is for gamification to be far from a passing thing. The transformative approach tends to evolve as new strategies are leveraged to retain and reward customers,” concludes the CEO.
