According to data from ABEMF (Brazilian Association of Loyalty Market Companies), the sector recorded a revenue 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 ofLoyalme, startup that was born within Cuponeria to offer loyalty solutions, gamification is a powerful practice among loyalty strategies for engaging your audiences, once it drives sales making businesses thrive
With the aim of generating a win-win, the companies that use the strategy have a goal to be achieved, what can be to retain him, and with that the client can gain an exclusive benefit after executing it. Gamification is an important ally to reward any type of user, given that, incentive campaigns can be applied to different markets through a transformative approach that makes customers even more loyal, points Thiago
Thinking about demystifying misconceptions that involve strategy, the CEO highlights myths and truths about the gamification market. See below
- Gamification can be used in different areas
Truth. One of the main reasons for the widespread use of the solution is the adaptation according to the needs and objectives of each context. The applied strategy offers a 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 examples
- The solution boils down to instinctive games
Myth. Incorporate game elements, how instant rewards and points are 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. "Besides the tangible rewards, gamification creates an emotional connection with the brand, achieving concrete results and gaining a sense of accomplishment, says the CEO
- Gamification can help retain and attract new customers
Truth. Customer loyalty is one of the fundamental pillars for the success of any company. Keeping customers satisfied and engaged can increase revenue, in addition to strengthening the brand's reputation and reducing the costs of acquiring new."Keeping customers is as difficult as retaining new ones", gamification is a great tool to increase engagement and participation of the target audience, Thiago states
- Short-term loyalty strategy
Myth. In addition to provoking a sense of accomplishment, gamification introduces competitive elements, like rankings and challenges, that stimulate healthy competition among the participants. She can increase the engagement and motivation of those involved to achieve higher long-term goals
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 trend is that gamification is far from being a passing phenomenon". The transformative approach tends to evolve as new strategies are leveraged to retain and reward customers, finalizes the CEO
