According to data from ABEMF (Brazilian Association of Loyalty Market Companies), the sector recorded revenues of R$5.2 billion in the first quarter of 2025 — a 13.6% growth compared to the same period the previous year. For Thiago Brandão, CEO and co-founder of Loyalme, a startup born within Cuponeria to offer loyalty solutions, gamification is a powerful practice among loyalty strategies for engaging audiences, as it boosts sales and helps businesses thrive.
To create a win-win scenario, companies using this strategy have an objective to fulfill, which may be customer loyalty, and in return, the customer can earn an exclusive benefit after completing it. “Gamification is an important ally for rewarding any type of user, as incentive campaigns can be applied to different markets through a transformative approach that makes customers even more loyal,” says Thiago.
To demystify misconceptions surrounding the strategy, the CEO highlights myths and truths about the gamification market. See below:
- Can gamification be used in different areas?
True.One of the main reasons for the widespread use of the solution is its adaptability to the needs and objectives of each context. The applied strategy offers a unique opportunity to differentiate the brand from others, providing personalized and memorable experiences that generate engagement, motivation, and rewards. Education, healthcare, marketing, human resources, and sustainability are some examples.
- Is the solution limited to instinctive games?
Myth.Incorporating game elements, such as scores and instant rewards, is important to make the consumer experience richer and more attractive. However, the strategy is not limited to just that.
For Brandão, the essence of gamification lies in creating engaging and meaningful experiences for users. “Beyond tangible rewards, gamification creates an emotional connection with the brand, delivering concrete results and fostering a sense of achievement,” says the CEO.
- Can gamification help retain and attract new customers?
True.Customer loyalty is one of the fundamental pillars for any company’s success. Keeping customers satisfied and engaged can increase revenue, strengthen brand reputation, and reduce the costs of acquiring new ones. “Retaining customers is as challenging as winning new ones; gamification is a great tool to increase engagement and participation from the target audience,” says Thiago.
- Short-term loyalty strategy
Myth.In addition to fostering a sense of achievement, gamification introduces competitive elements like rankings and challenges, which stimulate healthy competition among participants. It can increase involvement and motivation to achieve higher long-term goals.
Gamification solutions also incorporate mechanisms to collect user data and feedback. This provides valuable insights into customer behavior and preferences, allowing companies to make continuous adjustments more effectively.
“The trend is that gamification is far from being a passing fad. The transformative approach tends to evolve as new strategies emerge to reward and retain customers,” concludes the CEO.
