Deep dive #1: Gamification

(WARNING: This is a deep dive—feel free to skip if you prefer TL;DR’s)

Let’s get one thing straight—gamification is not new. Brands have been using it for ages. From loyalty points and raffle drops to the classic “stand a chance to win” campaigns, these are all forms of gamification. But what is new is the way it's evolved over the last 5 years—mobile-first, game-like experiences accessible on your mobile browser. That’s the game-changer.

Why mobile? Because your phone isn’t just a device—it’s a supercomputer in your pocket that you have on you at all times. Today, web-based experiences can deliver smooth, high-fidelity game experiences we couldn’t have imagined five years ago. Back when we started creating web-based games, the biggest hurdles were connectivity (4G wasn’t enough), hardware limitations, and under-optimized web tech. But that's all behind us now. You no longer need an app to deliver an immersive, game-like experience.

The app-less era.

Let's put this into perspective: Your brand now has the potential to engage users in a way that was previously only possible on consoles, desktop or in-app. With mobile web, you're cutting out the friction—no downloads, no waiting. It's instant engagement. This allows brands to create gamified experiences that are not only fluid but also frictionless.        

The 3 Core Elements of Gamification for Brands

Like any process, it's good to have a guide that steers you in the right direction. When we start ideating a game for any brand, there are three key elements we live by, and they have proven time and time again to deliver great results. These form the backbone for us to birth exceptional game experiences.

#1 Game Design ??

#2 Engagement Loops ??

#3 Aesthetics ??

#1 Game Design

Let’s start with the basics. Game design is not just about creating something fun—it’s about how the user experiences the game on a fundamental level. What style of game are you delivering? What type of mechanics drive the gameplay? If you're thinking of incorporating a game into your brand, this is where you need to start.

Look to the Past

One of the most powerful strategies in game design is nostalgia. Bringing back classic games can forge an emotional connection with consumers. Nostalgia taps into something deep—it sparks emotion and, often, impulsive behavior. Think about a game from your childhood: Pac-Man, Minesweeper, or Pinball. Now, imagine a brand delivering that experience back to you after years of not playing it. It’s hard not to engage. Why? Because these games remind us of simpler times, and that emotional trigger is incredibly effective for brands.

You might be thinking:

But what about Gen Z? They didn’t grow up with those games.

Here’s the interesting part: even though they are digital natives, Gen Z has a strong pull towards older generational trends. They didn’t live through them, but they relate to the pop culture and counter-culture movements tied to them. Look at their fashion—it’s full of Y2K vibes. So even if they haven’t played a game like Pac-Man, they still crave that aesthetic and emotional connection. That’s the magic of nostalgia—it transcends generations.

When in doubt, KISS!

When it comes to game design for brands, the KISS principle—"Keep It Simple, Stupid"—is a solid approach. The term was popularised by the U.S. Navy in the 1960s, emphasizing that designs should be simple to avoid unnecessary complexity. In game design, keeping it simple doesn’t mean making it dull; it means crafting an experience that’s intuitive and easy for users to engage with right from the start. While it’s tempting to add complexity, a straightforward, well-executed game is more likely to capture and maintain attention. Of course, if complexity adds real value, don’t shy away from it—just remember, when in doubt, KISS!

Here are 3 examples of effective game mechanics that brands have explored:

1. Clicker/Tap Games ??

2. Match-3 Games ??

3. Endless-Runner/Flyer Games ??♂?

Give me a Challenge

I know I said keep it simple, but let’s be clear—simple does not mean easy.

One of the core principles of game design is incorporating challenge. A game without obstacles? It’ll lose players fast. But here’s the thing—challenges don’t have to be overwhelming; they just need to be present. Why? Because humans are wired to seek progress. We crave the feeling of accomplishment, of overcoming barriers.

Challenges fuel that drive. Whether it's completing a task, earning points, or leveling up, they give players something to aim for. A game without this sense of progression quickly becomes stale.

The key is balance: challenges should push players without frustrating them. When done right, the game becomes rewarding, and your brand transforms into the goal they’re striving for. That’s when true loyalty is born.

Be Brave

While I find that simple game mechanics can effectively engage audiences, I believe brands should be bold in exploring innovative elements of gamification that are often overlooked. Incorporating features like multiplayer modes, first-person shooter (FPS) mechanics, and expansive virtual worlds can create dynamic and immersive experiences that captivate users in ways they might not expect. A recent example is NARS' virtual experience, Maison Explicit.

#2 Engagement Loops

Now, let’s talk about the engine that keeps players coming back—engagement loops. These are the mechanics that keep users hooked and converting, creating a cycle of;

action → reward → purchase

Without them, even the most well-designed game will lose momentum or become just a "nice to have".

What are engagement loops?

Engagement loops (EL) are essential mechanics that, when paired with a solid game design, create a cycle of player engagement, encouraging continued participation and interaction with the game. They typically consist of three key components:

1. Action: The player performs a specific action within the game, such as completing a level, earning points, or achieving a goal. This initial engagement is critical for drawing players into the experience.
2. Feedback: After the action, the game provides immediate feedback, such as rewards, achievements, or notifications that acknowledge the player’s effort. This feedback reinforces the behavior and enhances the sense of accomplishment.
3. Reward: The player receives a reward, which can be in the form of points, in-game currency, new levels, or items. This reward serves to motivate the player to continue engaging with the game, as it creates a sense of progression and fulfillment.

At their core, ELs are about reinforcement. Every time a player completes a task, wins a reward, or progresses, it triggers a positive emotional response. This keeps them coming back for more, seeking that next win or reward. Think of it like a habit-forming cycle: complete a challenge, get a reward, feel satisfaction, and return to do it again.

Here are the critical points to consider as a brand:

Short feedback loops. 

Players don’t need to wait long to feel the impact of their actions. Whether it's earning points, leveling up, or unlocking content, quick rewards keep players engaged. The faster they see progress, the stronger the desire to continue.        

Variety.

Engagement loops don’t work when the experience becomes predictable. Small, unpredictable rewards—like surprise bonuses or random in-game events—create excitement and anticipation, which fuels repeat play.        

And here’s the kicker:

Engagement loops aren’t just about keeping people playing. They’re about building loyalty. When players feel that their actions are consistently rewarded, they start to associate that feeling with the brand. Your brand isn’t just part of the game anymore—it becomes something they want to engage with again and again.        

When done right, these loops create a relationship with the player—a cycle of action, reward, and connection that’s hard to break. And that’s the power of a well-crafted engagement loop.

Here are 3 examples of very powerful engagement loops (use at your own risk):

1. Variable Reward System – Inspired by psychological principles, this mechanic uses unpredictable rewards (like loot boxes or random bonuses) to keep players engaged through the anticipation of "what's next."
2. Gacha System – A mechanic, often used in mobile games, where players use in-game currency to randomly unlock characters, items, or bonuses, encouraging repeated play through the element of chance.
3. Endless Mode – A gameplay format where the game has no definitive end, allowing players to continually push for higher scores, rankings, or achievements.

#3 Aesthetics

Honestly, this is a personal favourite of mine. Think of aesthetics as the icing on the gamification cake you’re building. Without it, the game feels a bit bare, lacking that enticing finish that draws players in. But here’s the kicker: aesthetics isn’t just about making something look pretty. It’s a vital component that closely ties into your brand image and guidelines, offering consumers their first real interaction with your brand in a dynamic way.

A lot of the time, during our proposal stage, when we're whipping up the ideas, it's very common for us to already include UI that our clients come back to us saying:

"Woah, this looks like its good to go!"

This is because we understand that the secret recipe involves the combination of these key things.

Speak Your Language

First up is fusing your brand language visually in the UI. This means your game should reflect your brand’s identity in every pixel. When players engage with your game, they should instantly feel the essence of your brand. It’s not merely a logo slapped on a screen; it’s about the colors, shapes, and overall design language that embodies what your brand stands for.

Speak Their Language

Next, we have understanding the aesthetics that resonate with your target demographic. This is where you really need to step into your players’ shoes. What vibes and experiences do they connect with? What aesthetics get them excited? By answering these questions, you can create an immersive experience that feels tailored specifically for them.

Branding Made Functional

Finally, it’s all about integrating brand elements into the user experience. Your aesthetics should enhance the user journey, not just exist in a vacuum. This means ensuring that certain branding elements serves a functional purpose, guiding players through the game while reinforcing your brand identity. It could be your brand logo as part of the clickable button or a brand colour palette that is animated to indicate progress in game.

A brilliant game idea is just the beginning; it’s the way you bring that idea into the real world that will determine its long term success. This is where an action-based loyalty framework becomes your secret weapon.

Action-based loyalty rewards consumers not just for their purchases, but also for their actions. When it comes to games, this includes their high-scores, their repeated plays, specific in-game actions and a lot more.

This can be super tricky to track especially across all your different channels which is why a lot of brands do not leverage action-based loyalty, leaving future value on the table.

That's where SUPERFAN comes in. Our action-based loyalty platform that automates actions tracking and rewards delivery for all your experiences across all your channels. Transforming a one-time engagement into a loyal community.

If you’ve made it this far, I want to sincerely thank you for subscribing to this newsletter and for taking the time to explore the incredible world of gamification. I hope this deep dive inspires you, whether you're a brand owner or marketer, to create amazing game campaigns for your brand.

Of course, if you’d prefer to skip the hard work and let us handle the ideation for you—or if you want to learn more about SUPERFAN—feel free to reach out to me directly at [email protected].

With that, I wish you a fantastic weekend! Until our next deep dive, keep creating awesome digital experiences.

Cheers, Don

Co-founder, CONTEN.T