Loyalty Gamification: 10 Examples of Gamified Loyalty Programs

Everyone loves a good game. And when your loyalty program taps into that instinct – offering missions, milestones, and experiential rewards – you create more than just stronger brand loyalty. You create emotional investment.

Gamification turns existing customers into players, goals into habits, and rewards into motivation. In a world where loyalty is harder than ever to earn, it can be your best loyalty strategy to drive real engagement, data collection, and higher customer lifetime value.

Let's explore the top 10 examples of gamification in loyalty programs. Discover how leading brands are transforming customer loyalty by making their programs not only rewarding but also genuinely enjoyable.

What is loyalty gamification?

Gamification means incorporating game mechanics into loyalty programs to get loyalty members involved. With the rise of mobile devices, the gamification market is growing fast. Social media platforms also drive its growth by providing users with a quick and easy way to share experiences. Gamification is especially popular in loyalty programs as they are based on tracking and rewarding customer achievements.

Gamification drives engagement in loyalty programs by tapping into basic human psychology and making the experience feel like a game. People love instant gratification, so quick rewards or game-like elements give them a burst of satisfaction that keeps them motivated to participate. They also enjoy seeing their progress toward a goal, like leveling up or reaching a new tier, which feeds their sense of achievement and encourages them to keep going.

A little friendly competition through leaderboards or challenges generates user engagement and pushes customers to engage more as they try to outdo others (or even themselves). And of course, it’s fun: incorporating gamification elements turns what could be a boring loyalty program into an enjoyable, game-like experience that customers actually want to interact with.

Why gamification works for loyalty programs?

Gamified reward programs outperform traditional ones by combining rewards with fun, challenge, and progress. Here's what happens when you gamify:

• Retention rises: Deeper emotional connection and goal pursuit = more repeat purchases and continued engagement.
• Acquisition accelerates: Leaderboards and social sharing drive FOMO and viral growth.
• Engagement deepens: Customers return not just to buy, but to play.
• Costs drop: You can encourace customer behavior and increase customer engagement without big discounts.

Top gamification strategies for loyalty programs

You might be wondering if gamification is the right strategy for all business verticals, and the answer is yes. Any business can benefit from loyalty program gamification to some degree. Take a look at the following game mechanics that increase customer engagement listed from the easiest to hardest to implement and manage. Keep in mind that it's the interconnection of different gamification features that gives the best results for consistent engagement.

1. Reactive messaging & instant feedback

You don’t need to launch a full-scale gamified loyalty experience right away – start small with reactive messages seamlessly integrated in the user journey. While not traditional gamification, these real-time notifications respond to user behavior (like cart abandonment or spend milestones) and motivate users to take action. For example, trigger a message offering bonus points or a limited-time perk when a customer is close to a reward tier, to keep them engaged and moving forward.

2. Tiered progression (levels)

Tiers are a simple yet powerful way to gamify reward programs. Like in RPGs, customers are motivated to “level up” by unlocking better perks as they spend more. Start with 2–3 levels, each offering increasingly valuable rewards, and clearly show customers how close they are to the next tier to keep them engaged and striving forward.

3. Points system

In gamified loyalty programs, members earn points not just for purchases but also for engaging in fun, brand-driven activities. These points become a type of "currency" that can be spent on rewards, discounts, or exclusive offers. The more customers interact with the brand, the more points they accumulate, creating a game-like experience. This keeps customers motivated to keep playing, earning, and redeeming, while reinforcing their loyalty through ongoing engagement.

4. Branded loyalty currency

Points work, but branded loyalty currency takes it further. By customizing your currency to match your brand (think stars, shells, beans), you create a more memorable and playful customer experience. It’s low-effort to implement and helps build emotional connection, boosting brand loyalty and customer lifetime value. After all, it’s more fun to collect stars than generic points.

5. Progress bars

Progression is key to what makes games addictive – and the same goes for reward programs. A simple progress bar shows customers how close they are to their next reward, making the journey feel real and achievable. This visual cue boosts motivation, encourages repeat purchases, and keeps them coming back to level up.

6. Quizzes & trivia

Quizzes and trivia games solve two major problems: gathering customer data and improving personalization. They're fun, low-effort, and highly engaging – like those quirky "What type of baguette are you?" quizzes we all take. By using these games, you can collect zero-party data that helps personalize products, services, and promotions. Plus, quizzes encourage social sharing, boosting your program's visibility.

To stand out, make your quizzes more interactive and visual. Instead of traditional text-based questions, think Tinder-style swiping to ask about product preferences.

7. Leaderboards & personal bests

People love a little competition! Personal best tracking and leaderboards are great ways to boost interaction in your loyalty program. Customers can earn points and rise through the ranks by making purchases or sharing on social media. Leaderboards show them where they stand compared to others, motivating them to keep progressing, earn more rewards, and chase the top spot.

8. Flash quests & bonus missions

Even the best gamified loyalty programs can lose their spark without fresh activities and events. Your marketing team should regularly introduce new challenges or bonus tasks to keep the customer journey fresh.

Bonus activities not only drive specific behaviors but also encourage customers to explore new products or services. To make it even more exciting, add time-limited personalized rewards to create a sense of urgency and FOMO.

9. Badges & milestone achievements

Badges and challenges are a powerful way to gamify loyalty programs. They celebrate customer achievements and make them feel valued. Each badge represents a milestone, visually highlighting progress and membership status.

Rather than just offering points or discounts, which can become repetitive, badges recognize specific actions, keeping customers engaged. They also give your brand a unique voice, making your loyalty program stand out from the usual point-based systems.

10. Social interaction & community building

Many gamified loyalty programs include social elements, allowing clients to connect with others, share their achievements, and even compete or collaborate in challenges. This can enhance the sense of community and belonging, further increasing customer engagement and loyalty.

11. Spin-to-win/scratch-to-win

Instant-win mechanics bring a thrilling, game-like element to loyalty programs. Users can spin a digital wheel, scratch a virtual card, or engage in similar activities to instantly win prizes, from discounts to free products. This adds an element of chance, making the experience more exciting and unpredictable. The immediate reward and the excitement of winning foster greater customer engagement, driving repeated interactions and a sense of anticipation that keeps participants coming back for more.

10 examples of gamification in loyalty programs

1. Xbox (Microsoft Rewards)

The Xbox Rewards loyalty program (part of Microsoft Rewards) turns engagement into a game. Players earn points by completing various challenges – for example, unlocking achievements in games, making purchases in the Xbox Store, or taking quizzes. These points can be redeemed for a wide variety of rewards (Xbox gift cards, Game Pass subscriptions, sweepstakes entries, even charity donations), which caters to different user preferences.

Why it works?

Challenges tap into gamers’ natural drive for achievement and progression. Users feel a sense of accomplishment for completing tasks and see tangible rewards for their actions, motivating continued customer engagement. By broadening the ways players can earn and spend points, Xbox keeps members engaged across the ecosystem, boosting customer loyalty and time spent on the platform.

2. Sephora (Beauty Insider)

Sephora’s Beauty Insider loyalty program integrates fun quizzes and surveys. Customers can take beauty quizzes on the app/website, for example finding the right foundation shade or skincare routine – and earn points or tailored product recommendations.

Why it works?

The quizzes make the experience interactive and personalized, helping customers discover products in an enjoyable way (which increases customer satisfaction). This keeps the loyalty program fresh and fun, strengthening customers’ emotional connection and repeat engagement with Sephora.

3. Simply Be (Simply Be Perks)

Plus-size fashion retailer Simply Be uses gamified tactics in its “Simply Be Perks” loyalty program to make shopping engaging. They motivate members to perform social actions – for instance, share photos of themselves wearing Simply Be outfits or unboxing monthly subscription boxes on social media to earn rewards. The program also incorporates contests and friend referrals as ways to earn rewards, turning customer engagement into a friendly competition and community activity.

Why it works?

These elements encourage user-generated content and community building. Customers have fun showcasing their style for points, which doubles as word-of-mouth marketing for the brand. By rewarding social sharing and referrals, Simply Be increases brand exposure and creates a sense of belonging among members. The result is higher engagement and retention – customers feel celebrated and stay loyal because the program aligns with their interests and social interactions.

4. Victoria’s Secret PINK (PINK Rewards)

Victoria’s Secret’s PINK brand launched a gamified loyalty app that uses tiered membership levels. The PINK Rewards program has three levels – Member, Silver, Gold – which members unlock by spending more annually (e.g. $300 for Silver, $750 for Gold). Users earn points on purchases (even faster if using a VS credit card) and progress to higher tiers for bigger and exclusive perks.

Why it works?

The tier system creates a “level-up” motivation – much like advancing in a game – where customers strive to reach the next status for greater rewards and recognition. This drives higher spending and brand engagement, as loyal customers are rewarded for their loyalty with exclusive benefits at each tier.

5. KFC (Rewards Arcade, UK)

In the UK, KFC introduced the Rewards Arcade in its mobile app – a virtual arcade game that gives customers a chance to win free menu items with each visit. After making a purchase and scanning the app, members get an invitation to “have a go” at a quick game (like a spin or other arcade-style game) where they can instantly win a reward.

Why it works?

It offers immediate rewards and entertainment, which modern customers love. Unlike traditional points systems, the arcade provides instant gratification – you play right after your purchase and find out if you’ve won a free treat, creating a thrill with each transaction. KFC reports that this dynamic approach significantly boosted engagement: about 31% of customers started using the app more frequently, and 70% said they’d recommend it to others. By keeping loyalty fun and in-the-moment, KFC’s gamified approach drives repeat visits and builds customer retention in a competitive fast-food market.

6. Adidas (adiClub)

Adidas’s adiClub loyalty program uses a classic points-and-tiers gamification model with modern twists. Members earn points for a wide range of activities – not just purchases, but also writing product reviews or participating in fitness challenges. The program has four levels; as customers accumulate points, they “level up” to the next tier for access to greater perks and exclusive products. Adidas even runs special gamified campaigns like the “Run for the Oceans” challenge, where participants earned rewards (and contributed to a cause) by running to help Adidas clean up plastic waste.

Why it works?

adiClub engages customers on multiple fronts, creating a holistic loyalty experience. The points-and-levels system plays on the psychology of progress – much like leveling up in a game – which encourages members to keep interacting with the brand to reach the next tier. By rewarding not only spending but also community and fitness activities, Adidas keeps members involved even when they’re not shopping. This multiplatform engagement (shopping, reviewing, exercising) deepens loyalty.

7. McDonald’s (MyMcDonald’s Rewards)

McDonald’s launched its first nationwide loyalty program in 2021 and made it straightforward and game-like. Customers earn 100 points per dollar on purchases and can redeem these for free menu items, which are grouped in four reward tiers. This structure turns collecting points into a progression game – frequent diners quickly hit the 1,500-point tier and can aim for higher tiers to “unlock” their favorite treats.

Why it works?

McDonald’s gamified loyalty program is easy, fast, and gratifying. The low threshold for the first reward (just $15 spend for a free item) gives instant satisfaction, hooking customers early. Because the points accumulate across visits, it encourages repeat business – each purchase feels like progress toward the next free snack. McDonald’s has found this simplicity and quick reward cycle make the program enjoyable and habit-forming for users.

8. Costa Coffee (Costa Club)

Costa Coffee’s loyalty program uses a playful digital version of the classic punch-card. Every time a customer buys a drink, they earn a “Bean” in the app; after collecting 10 Beans, they get a free drink. This simple mechanic – buy 10, get 1 free – is framed like a little game of filling up a virtual coffee cup with beans. Each visit is rewarding because you visibly progress toward the next free beverage, and the app interface makes the experience fun and visual (“collecting beans”).

Why it works?

It makes everyday purchases feel like part of a fun routine. The clear goal of 10 beans for a reward keeps customers motivated to choose Costa for their next coffee fix. It’s an easy concept to grasp, and that predictability (“just two more to go!”) builds anticipation, increasing visit frequency. Additionally, Costa tied this loyalty program into its brand values – for instance, they emphasize sustainability alongside rewards.

9. Starbucks (Starbucks Rewards)

Starbucks Rewards has become a benchmark for gamified loyalty programs. The program regularly offers interactive challenges and games to keep members engaged. For example, members might get a challenge to make three purchases in a week or try different menu items to earn bonus “Stars” (points). Starbucks also runs seasonal mobile games (like spin-the-wheel contests or the annual “Starbucks for Life” game) where customers can play for chances to win bonus Stars or prizes.

Why it works?

Starbucks has proven that adding playful challenges drives frequency. Customers actively plan visits to complete challenges and get the rewards, which boosts purchase volume and app engagement.The variety of games and limited-time offers keeps the experience fresh so that the program never feels static. Notably, this approach increased Starbucks’ mobile app usage dramatically – by about 80% after introducing challenges and bonus-star incentives.

10. Shein (Shein Bonus Points)

Global fashion ecommerce leader Shein has a highly gamified app-based loyalty system. Users earn Shein Points through various mini-tasks: every day you log into the app and “check in” you get points, and you can accumulate more by doing things like posting product reviews, participating in outfit contests, or playing in-app mini games. These points convert into wallet credit (e.g. 100 points = $1) that can be used for discounts on purchases. The app often features countdowns, streaks for consecutive daily check-ins, and other game-like progress trackers to boost customer engagement.

Why it works?

Shein’s approach turns shopping into a habit-forming game. The daily rewards loop (come back each day to get points) keeps users returning frequently, increasing the time spent in the app. Because points directly translate to savings, customers are excited to earn them – it creates a win-win where users have fun completing simple tasks and are incentivized to buy with the discounts they earn.

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