Apps like DuoLingo, Strava, and Fitbit have cemented a model that goes beyond entertainment. Gamification, the use of typical game elements in non-gaming contexts, has become a relevant user experience (UX) strategy, directly impacting the reduction of abandonment rates, which can reach 90% within 30 days of downloading, according to a Quettra survey.
To address this challenge, Brazilian companies have invested in dynamics such as rewards, rankings, missions, and progression systems, aiming to encourage continued use of the platforms. “Through challenges and achievements, we can transform routine actions into engaging experiences. This generates real engagement and increases the time spent on the app,” he states. Rafael Franco, CEO yes Alphacode, a company specialized in developing digital solutions for major brands.
According to Franco, the model is already well-established in Chinese super apps like Temu, an e-commerce platform that uses gamification mechanisms to encourage interactions and rewards. “The use of virtual currencies, cumulative gifts, and daily missions is very common. This trend is expected to gain traction in Brazil as well, as local brands recognize the potential of these tools to increase screen time and repeat purchases,” explains the entrepreneur.
The strategy is particularly 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 see progress, they feel encouraged to continue,” adds the executive.
In addition to increasing engagement, these features also help with 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 assesses. According to him, features like loyalty programs create effective barriers to app deletion. “When points or coupons accumulate, deleting the app becomes a loss. It’s an effective exit barrier.”
Success stories have encouraged startups and large companies to replicate this approach in sectors such as food, mobility, and healthcare. “Strava, for example, uses rankings and weekly goals to foster a sense of community. DuoLingo, meanwhile, uses immediate feedback and knowledge trails to encourage continuous learning,” explains Alphacode’s CEO.
For him, the combination of gamification and artificial intelligence tends to further enhance results. “With AI, it’s possible to adapt challenges to each user’s profile, offering a more fluid and personalized experience.” According to Franco, behavior analysis integrated with design and automation makes apps more responsive to audience needs.
Alphacode develops apps for brands such as Madero, China In Box, and Domino’s, with over 20 million monthly users across delivery, healthcare, and fintech. Recent projects include platforms that integrate gamification with data-driven recommendation systems. “It’s not enough to have a functional app. It needs to be engaging and relevant to the user’s daily life. Gamification is one of the most efficient ways to ensure this,” concludes Rafael Franco.
