Gamification helps in increasing retention within applications

One of the most valuable resources for conversion is to capture the attention of the public amidst so much offer, especially when taking into account the digital universe. This has become a hotly contested element, especially in the mobile application market, which has more than 3 million options available in major stores, such as Play Store and Apple Store. To stand out in this scenario, many companies are betting on gamification as a strategy that engages and loyalty its users.

Experts agree that the ability of video games to generate focus and determination naturally inspires this new planning model. While challenging tasks like writing or organizing finances can seem complicated, games turn challenges into captivating experiences. 

According to Rafael Franco's, CEO of Alphacode, a company specialized in the development of financial applications, gamification, which applies game design elements in contexts not related to games, has proven efficient to create interactive experiences and that engage more.“By means of rewards, challenges, competitions and leaderboards, applications can transform everyday actions into engaging journeys, stimulating continuous use and promoting greater loyalty of users”, he explains. 

In addition, it generates a sense of accomplishment and belonging, factors that contribute to increased length of stay and interactions in the application. “To retain and engage the user, it is essential to offer experiences that connect it to the purpose of the application. Gamification allows you to create this cycle of continuous motivation”, he adds.

Gamification in favour of the brand.

Recent data demonstrate the importance of strategies like this. A Quettra survey reveals that an Android application can lose up to 77% of its daily active users in just three days after installation. This number grows to 90% after 30 days. Therefore, creating products that motivate the user to be part of that app helps keep you longer interacting with the brand.

Successful examples such as DuoLingo, Fitbit and Strava show that gamification increases engagement and encourages positive word of mouth, as well as improving retention rates. These apps use game mechanics to motivate users, whether learning languages, achieving fitness goals or competing in sports activities”, Rafael concludes.