Apps like DuoLingo, Strava, and Fitbit have established a model that goes beyond entertainment. Gamification, the use of typical game elements in non-gaming contexts, has become a significant user experience (UX) strategy, with a direct impact on reducing the abandonment rate, which can reach 90% in the 30 days following download, according to Quettra's survey.
To face this challenge, Brazilian companies have been investing in dynamics such as rewards, rankings, missions, and progression systems, with the aim of encouraging continuous use of the platforms. "Through challenges and achievements, we manage to turn routine actions into engaging experiences. This generates real engagement and increases the time spent on the app," he states.Rafael Franco, CEO yesAlphacodecompany 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. "It is very common to use virtual coins, cumulative rewards, and daily missions. This pattern is also expected to gain strength in Brazil as local brands recognize the potential of these tools to increase screen time and repurchase," explains the businessman.
The strategy is especially adopted by applications 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 the user perceives progress, they feel encouraged to continue," the executive adds.
In addition to increasing engagement, the features also contribute to user retention. "The biggest challenge today is not attracting downloads, but keeping the app installed." Franco evaluates. According to him, functionalities like loyalty programs create effective barriers to app exclusion. "When there is an accumulation of points or coupons, deleting the app begins to represent a loss. It is an effective exit barrier."
Success stories have encouraged startups and large companies to replicate the logic in sectors such as food, mobility, and health. "Strava, for example, uses rankings and weekly goals to create a sense of community. DuoLingo, on the other hand, adopts immediate feedback and knowledge trails to encourage continuous learning," explains the CEO of Alphacode.
For him, the combination of gamification and artificial intelligence tends to further enhance the results. With AI, it is possible to adapt challenges to each user's profile, offering a more seamless and personalized experience. According to Franco, behavior analysis integrated with design and automation makes apps more responsive to the needs of the public.
Alphacode is responsible for developing applications for brands such as Madero, China In Box, and Domino’s, with over 20 million monthly users in the delivery, health, and fintech sectors. Among the recent projects are platforms that integrate gamification with data-driven recommendation systems. "It's not enough to have a functional app. It needs to be interesting and relevant in the user's daily life. Gamification is one of the most effective ways to ensure this," concludes Rafael Franco.
