Through the ongoing Covid-19 pandemic there have been significant challenges that have emerged regarding how to best keep our customer engaged. With life moving onto a mostly virtual platform, we need to find ways to capture the attention of our customers and keep them interested. Enter the concept of ‘Gamification’ for business applications. Below we look at what exactly gamification refers to, what are the best practices around implementing gamification, and whether gamification truly can improve our customer engagement.


Gamification Definition


Much like how people feel about their favourite video games, we want our customers to feel as interested and engaged with our brand. Saputra & Rahmatia, (2021) refers to gamification as the process wherein game design is applied to non-gaming contexts- making the experience more fun and interactive. This is done with the intention of increasing engagement with customers and potentially employees depending on how it is utilised.


Best Practices for the implementation of Gamification


When implementing gamification, we aim to use what we know about the human psyche and create positive experiences that the customer will associate with our brand. Eonx, (2021) Identifies five best practices that will assist in this process, making the gamified process or app an enjoyable and satisfying experience.


1. Define Success

As humans, we love rewards. Getting rewarded activates dopamine pathways which make people feel good, no matter what the rewards may be. When gamifying your app, it may be beneficial to create set rewards at certain milestones with easy-to-understand instructions relating to how to earn rewards, how to earn achievements, and how to level up in the ‘game’. This will help build customers’ trust and excitement as well as associate positive emotions with your brand.


2. Keep it simple

When creating rules for your ‘game’ try not to overcomplicate it. Eonx, (2021) suggests keeping the rules behavioural, transactional, locational or social. Sometimes, if the reward is perhaps logging in daily, the process may even fall into their everyday routine. More difficult tasks or time-consuming may make the ‘game’ undesirable and it may lose its initial intrigue.


3. Make scoring and winning transparent

When you’re giving customers a set of tasks to complete to achieve rewards, ensure communication is clear, regarding what the rewards are and what tasks are required to earn them, especially when these tasks require slightly more effort. A customer who is expecting something big or free may be disappointed if the rules suddenly seem to change mid their interaction.


4. Playtest Everything

You want to ensure your ‘games’ are fun, exciting, and enjoyable. In order to do this, remember to test the ‘game’ out before releasing it to the public. As an organisation, you need to ensure all your feature’s work, that the ‘game’ itself is functional, and that the ‘game’ is easy and makes logical sense as you play through it. If you cannot progress through or complete the ‘game’, it’s likely your customers won’t be able to either.


5. Link to your business’ messaging, products, or services

Ensure that your game links to your organisation’s branding. It does not help your brand at all if the customer thoroughly enjoys your game but is unable to connect it to your company and brand. Connect the in-game communications with the communications your organisation generally uses and try as much as possible to link the ‘game’ to in-person interactions where the customer comes face-to-face with your organisation. This should assist in helping the ‘game’ create positive emotions and having those emotions connect to your organisation’s brand.


Gamification and the future of CX


Gamification seems to be a popular tactic in engaging and attracting customers to your organisation. It is entertaining and fun, and if done correctly, it may even generate more business through word of mouth. It also has the potential to collect insights from your customers. Depending on the customer’s preference, it may be possible to track which tasks customers are more likely to complete allowing you to gain a new understanding of who your customer is and what they like and need. Overall, it is a fun, new way to increase customer engagement in a world where interactions are gradually becoming more virtual.





In conclusion, Gamification has been around a while but does seem to be a new way to consider and improve your customer engagement. After considering what gamification is, how to best implement it and the impacts it may have on customer engagement in the future, it seems like a good way to engage customers and potentially draw in a new customer base as well.


Eonx. (2021). 5 Best practices for gamification. Eonx. 5 Best practices for gamification | EonX.

McLain, R., (2022). Using Gamification To Create A More Engaged, Passionate And Innovative Team. Forbes Technology Council. Forbes.

Saputra, A.D. & Rahmatia, A., (2021). Gamification Model as a Business Strategy for MSMEs in Indonesia. Journal of Accounting and Strategic Finance. JASF Vol 4 No 1.