Apps like DuoLingo, Strava, and Fitbit have consolidated a model that goes beyond entertainment. Gamification—the use of typical game elements in non-playful contexts—has become a relevant user experience (UX) strategy, with a direct impact on reducing abandonment rates, which can reach 90% within 30 days after download, according to a Quettra survey.
To tackle this challenge, Brazilian companies have invested in dynamics such as rewards, rankings, missions, and progression systems, aiming to encourage continuous platform usage. ‘Through challenges and achievements, we transform routine actions into engaging experiences. This generates real engagement and increases app retention time,’ says Rafael Franco, CEO of Alphacode, a company specialized in developing digital solutions for major brands.
According to Franco, the model is already established in Chinese super apps like Temu, an e-commerce platform that adopts gamification mechanisms to encourage interactions and stimulate rewards. ‘The use of virtual currencies, cumulative gifts, and daily missions is very common. This trend is expected to gain traction in Brazil as local brands recognize the potential of these tools to increase screen time and repurchase rates,’ explains the entrepreneur.
The strategy is especially adopted by apps focused on education, physical activity, productivity, and well-being. A study by the Health Enhancement Research Organization shows that users who participate in group challenges are 50% more likely to maintain an exercise routine, a factor that directly impacts loyalty rates. ‘Gamification creates a cycle of continuous motivation. When users perceive progress, they feel encouraged to continue,’ adds the executive.
Beyond boosting engagement, these features also enhance user retention. ‘The biggest challenge today isn’t attracting downloads but keeping the app installed. It’s a battle for screen space and phone memory,’ Franco notes. According to him, functionalities like loyalty programs create effective barriers against app deletion. ‘When there’s an accumulation of points or coupons, deleting the app represents a loss. It’s an efficient exit barrier.’
Success cases have encouraged startups and large companies to replicate this 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 knowledge paths to encourage continuous learning,’ details Alphacode’s CEO.
For him, the combination of gamification and artificial intelligence is likely to further amplify results. ‘With AI, challenges can be adapted to each user’s profile, offering a smoother and more personalized experience.’ According to Franco, behavior analysis integrated with design and automation makes apps more responsive to user needs.
Alphacode is responsible for developing apps for brands like Madero, China In Box, and Domino’s, with over 20 million monthly users across delivery, healthcare, and fintech sectors. Among recent projects are platforms integrating gamification with data-driven recommendation systems. ‘Having a functional app isn’t enough. It needs to be interesting and relevant in users’ daily lives. Gamification is one of the most effective ways to ensure that,’ concludes Rafael Franco.
