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, directly impacting churn rates, which can reach 90% in the 30 days after download, according to a Quettra survey.
To tackle this challenge, Brazilian companies have invested in dynamics like rewards, rankings, missions, and progression systems to encourage continuous platform use. ‘Through challenges and achievements, we transform routine actions into engaging experiences. This generates real engagement and extends app usage 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 uses gamification mechanics to encourage interactions and rewards. ‘Virtual currencies, cumulative bonuses, and daily missions are very common. This trend is set to grow in Brazil as local brands recognize the potential of these tools to boost screen time and repeat purchases,’ explains the entrepreneur.
The strategy is especially adopted by apps focused on education, fitness, 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, directly impacting loyalty rates. ‘Gamification creates a cycle of continuous motivation. When users see progress, they feel encouraged to keep going,’ 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 and phone memory space,’ Franco points out. According to him, features like loyalty programs create effective barriers against app deletion. ‘When there’s accumulated points or coupons, deleting the app feels like a loss. It’s an efficient exit barrier.’
Success stories 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 community. Meanwhile, DuoLingo leverages instant feedback and learning paths to encourage continuous education,’ details the CEO of Alphacode.
For him, combining gamification with artificial intelligence will further amplify results. ‘With AI, challenges can be tailored 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, health, and fintech sectors. Among recent projects are platforms that merge gamification with data-driven recommendation systems. ‘A functional app isn’t enough. It needs to be interesting and relevant in users’ daily lives. Gamification is one of the most efficient ways to ensure that,’ concludes Rafael Franco.
