What are some examples of successful gamified loyalty programs in different industries?

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Gamification is the use of game elements and mechanics to motivate and engage customers in non-game contexts. It can enhance the appeal and effectiveness of loyalty programs, which are designed to reward and retain customers who make repeat purchases or referrals. In this article, we will explore some examples of successful gamified loyalty programs in different industries and how they leverage gamification to create value for both customers and businesses.

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Douglas Drouillard

Founder @ Shrine | Loyalty Programs | CX Software | University of Michigan
Zsuzsa Kecsmar

International Loyalty Personality of the Year 2024 // Powering loyalty programs with tech. Proud co-founder and Chief…
Susan Walsh ? Certified Loyalty Expert?

Loyalty Director - Operations & More 2 Marketing Podcaster

1 Retail: Sephora Beauty Insider

Sephora, a global beauty retailer, offers a gamified loyalty program called Beauty Insider, which allows customers to earn points for every dollar spent, redeem rewards, access exclusive events and perks, and unlock different tiers of membership. The program uses gamification elements such as badges, levels, challenges, and rewards to create a sense of achievement, progression, and personalization for customers. Customers can also use the Sephora app to scan products, view tutorials, and try on virtual makeup, enhancing their engagement and loyalty.

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2 Travel: Marriott Bonvoy

Marriott Bonvoy is a loyalty program for Marriott International, a leading hotel chain, that rewards customers for staying at any of its properties across the world. Customers can earn points for every stay, redeem them for free nights, flights, or experiences, and enjoy benefits such as free Wi-Fi, late checkout, and room upgrades. The program uses gamification elements such as points, tiers, badges, and leaderboards to create a sense of status, recognition, and competition for customers. Customers can also use the Marriott Bonvoy app to check in, chat with staff, and access personalized offers, enhancing their convenience and loyalty.

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Douglas Drouillard

Founder @ Shrine | Loyalty Programs | CX Software | University of Michigan
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The beautiful thing about offering a loyalty program travel space is that customers are open to experience-based perks, and there is no cap to how unique or awesome an experience can be. It is also a mature industry, which means customers have already been educated on the nature of the programs. Two successful loyalty programs in travel space are Delta Sky Club and Spirit Airlines Savers Club. They are examples of good program alignment. Delta is a premium provider. So, its program perks align with a more luxurious experience. SkyClub, seat upgrades and upgrades with companies like Hertz are the core of their program. Spirit is a price leader. Their Savers Club program benefits are focused on cheap, exclusive fares and saving on fees.

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3 Education: Duolingo

Duolingo, a popular language-learning platform, offers a gamified loyalty program that rewards customers for completing lessons, practicing skills, and reaching goals. Customers can earn points called lingots, which can be used to buy items such as power-ups, outfits, or bonus skills. They can also earn streaks, which show how many consecutive days they have used the app, and join clubs, which allow them to compete and chat with other learners. The program uses gamification elements such as points, streaks, badges, and clubs to create a sense of accomplishment, motivation, and socialization for customers.

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4 Health: Fitbit

Fitbit, a leading fitness tracker brand, offers a gamified loyalty program that rewards customers for being active, tracking their health, and achieving their goals. Customers can earn points for every step, minute, or hour of activity, redeem them for discounts, products, or services, and access personalized insights and tips. They can also join challenges, which allow them to compete and collaborate with other users, and earn badges, which show their milestones and achievements. The program uses gamification elements such as points, challenges, badges, and feedback to create a sense of fun, challenge, and feedback for customers.

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Zsuzsa Kecsmar

International Loyalty Personality of the Year 2024 // Powering loyalty programs with tech. Proud co-founder and Chief Strategy Officer at Antavo (Gartner & Forrester Recognized Vendor) // Click FOLLOW #loyalty and #tech
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adiClub is another great example. It is a comprehensive membership program that offers a wide range of benefits, both transactional and non-transactional. It ensures high member engagement by providing various opportunities to collect points. These rewards aren’t limited to shopping; members earn points for various sporting activities they enjoy, not just running. The program also emphasizes community involvement by welcoming sports enthusiasts through non-transactional entry points and promoting various charities for members to support. By offering experiential rewards that are truly unique, the brand aims to create an exceptional experience for its members. Furthermore, it’s paving the way for the future of Web3 loyalty programs.

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5 Gaming: Xbox Live Rewards

Xbox Live Rewards is a loyalty program for Xbox, a gaming console brand, that rewards customers for playing games, watching videos, or buying content on the Xbox Store. Customers can earn points called Microsoft Rewards, which can be used to buy gift cards, subscriptions, or sweepstakes entries. They can also earn achievements, which show their skills and progress in games, and join quests, which challenge them to complete specific tasks or goals. The program uses gamification elements such as points, achievements, quests, and rewards to create a sense of reward, mastery, and exploration for customers.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Susan Walsh ? Certified Loyalty Expert?

Loyalty Director - Operations & More 2 Marketing Podcaster
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Two stand outs for me: Rip Curl: Apart from the standard point earn model, their loyalty program also contains the ability to earn points for every wave you surf! Connect your device and let the waves roll.... La Place: In these restaurants they have AR in their app - for example, allowing kids at Easter to search for eggs in the restaurant.

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Nikita Sharkov

I Build Digital Marketing Strategies That Follow The Rule of 40 | ex-Google | Dog Lover
(已编辑)
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Banking: BBVA Game BBVA: BBVA, a Spanish multinational banking group, introduced a gamified financial education platform called "BBVA Game." The platform uses gamification to teach customers about financial concepts, such as budgeting, saving, and investing. Users earn points, badges, and virtual rewards for completing educational modules and achieving financial goals. Source: https://www.bbva.com/en/innovation/bbva-receives-bank-innovation-award-gamification-platform-bbva-game/

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Nikita Sharkov

I Build Digital Marketing Strategies That Follow The Rule of 40 | ex-Google | Dog Lover
(已编辑)
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Hiring: Solve, McKinsey’s assessment game (it's not loyalty program but could be related to the topic) In 2016, McKinsey partnered with Imbellus to create Solve, a digital assessment game for candidates. Solve aimed to enhance the candidate experience and allow them to showcase their skills in an engaging way. The game featured tasks instead of multiple-choice questions, providing insights into problem-solving approaches. McKinsey focused on developing a game that appealed to diverse backgrounds, using a natural environment theme instead of traditional business cases. The game required no prior preparation or studying. Source: https://www.mckinsey.com/careers/meet-our-people/careers-blog/mck-problem-solving-game-team

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Nikita Sharkov

I Build Digital Marketing Strategies That Follow The Rule of 40 | ex-Google | Dog Lover
(已编辑)
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Food: Starbucks Rewards Starbucks Rewards is a popular gamified loyalty program that incentivizes customers to make repeat purchases at Starbucks. Members earn stars for each purchase, and as they accumulate stars, they can unlock different tiers of rewards and benefits, such as free drinks, birthday treats, and personalized offers. The program also includes challenges and promotions to encourage further engagement. Source: https://www.starbucks.ie/rewards

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Nikita Sharkov

I Build Digital Marketing Strategies That Follow The Rule of 40 | ex-Google | Dog Lover
(已编辑)
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Mobile gaming: Candy Crush Saga Candy Crush Saga, a widely played mobile puzzle game, incorporates a gamified loyalty program through its daily spin wheel and in-game events. Players can spin the wheel once a day to earn rewards such as boosters, extra lives, or in-game currency. The game also regularly hosts limited-time events, challenges, and competitions, where players can earn special rewards and climb leaderboards. Source: https://community.king.com/en/candy-crush-saga/kb/articles/2369-why-cant-i-see-the-candy-crush-all-stars-event

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What are some examples of successful gamified loyalty programs in different industries?

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1 Retail: Sephora Beauty Insider

2 Travel: Marriott Bonvoy

3 Education: Duolingo

4 Health: Fitbit

5 Gaming: Xbox Live Rewards

6 Here’s what else to consider

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