Gamification means leveraging game-playing tactics or fun elements into areas where they might not be expected in order to give users a more interactive experience, resulting in a greater added value. Gamification ultimately seeks to improve customer retention (lower churn/attrition rates).

When implemented into loyalty programs, gamification includes any fun element meant to strengthen client loyalty. Game-based points systems are a good example.

Many wellness and training apps use gamification. For instance, a running app might offer rewards (often virtual) each time a user beats his or her time on a 10k race.

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