Types of gamification in marketing
Gamification isn’t one-size-fits-all. Different mechanics suit different campaign goals:
Points and progress bars – great for loyalty schemes.
Instant wins and sweepstakes – deliver the thrill of chance.Quests and challenges – guide desired behaviours (e.g. multiple purchases).Leaderboards – create competition and social buzz.Badges and achievements – reward milestones.Unlockables – build anticipation and keep audiences coming back.
Gamification marketing examples
Starbucks Rewards
Gamification as behavioural design
The Starbucks app doesn’t just reward purchases – it shapes them. Personalised challenges (“buy three iced lattes this week”) use scarcity and urgency to nudge specific behaviours, while tiered rewards keep customers climbing towards the next level. For marketers, it’s a masterclass in how gamification can guide purchasing patterns as much as reward them.
Sephora Beauty Insider
Gamification as loyalty currency
Sephora’s Beauty Insider programme uses points, tiers, and exclusives to make loyalty feel like a game. Customers unlock higher-value rewards as they move up levels – but the real brilliance lies in making points a currency. Shoppers can “spend” them on exclusive products or experiences, turning engagement into aspiration.
McDonald’s Monopoly
Gamification as seasonal engagement
McDonald’s Monopoly has become a cultural fixture because it combines instant wins with a long-term collectible mechanic. Customers keep coming back, chasing the missing piece of a property set. It shows how gamification can build anticipation and repeat visits across an entire season.
Heineken UEFA campaigns
Gamification as community play
Heineken leverages its UEFA sponsorships with gamified predictors and trivia challenges. Fans compete against friends on match outcomes, earning rewards and bragging rights. It’s not just engagement – it’s community-building, where the brand becomes part of the conversation around the sport itself.
Domino’s “Piece of the Pie Rewards”
Gamification as competitive edge
Domino’s made headlines by rewarding customers for scanning any pizza box – even from competitors. It’s a bold twist on loyalty gamification, using points and instant wins not just to drive purchases, but to steal share of mind from rivals.
Want more inspiration? Check out our ultimate guide to gamification for even more examples!
Gamification marketing strategy
The most effective gamified campaigns don’t bolt mechanics on at the last minute. They start with strategy. Before you choose which type of campaign to run, ask yourself these sorts of questions:
What behaviour am I trying to encourage?
More frequent purchases, longer dwell time, social shares, data capture? Clarity here shapes everything else.
Which mechanic best fits that behaviour?
Points and tiers drive loyalty. Instant wins create buzz at scale. Challenges nudge people towards repeat actions.
Is it simple to understand?
The best gamification explains itself in a second. If you need to spell it out, it’s probably too complex.
Does the reward feel worthwhile?
It doesn’t have to be big – exclusivity, recognition, or a clever surprise often outperform discounts.
How will it live across channels?
Tie your digital activation into retail, events, or social media to maximise reach.
How will I measure success?
Go beyond vanity metrics. Track replay rates, dwell time, opt-ins, and the uplift in sales or brand preference.
Gamification works best when it’s a natural extension of your brand strategy – not an afterthought.
Seasonal gamification: winning at Christmas
The festive season is a marketer’s busiest battleground. Audiences are overwhelmed with ads, offers, and distractions, and attention spans are short. That’s where gamification shines. Interactive experiences like advent calendars , digital spin-to-win wheels, or festive quizzes give people a reason to return, day after day.
For brands, Christmas gamification delivers two key wins:
Repeat engagement during a busy period – daily unlocks and challenges build anticipation, keeping your brand top of mind.Valuable first-party data – interactive games incentivise sign-ups, giving you consented insights you can use well into the new year.
Well-executed festive campaigns don’t just boost Q4 sales – they set the tone for long-term loyalty by leaving audiences with positive brand memories.
Fancy exploring further? Learn about Christmas game campaigns or grab your free copy of our guide: 12 Christmas Game Campaign Ideas for Consumer Brands , with tried-and-tested concepts you can put into play immediately!
