5 gamification ideas for your loyalty scheme

Five practical ways to make your loyalty scheme more engaging, with examples from real brands.

Loyalty schemes share a common problem. It takes too long to earn enough points to redeem, so people lose interest before they get anywhere.

Gamification fixes this. Adding play, challenge and quicker rewards speeds up the whole scheme and gives people a reason to stay involved.

Why gamification works

Gamification adds a fun element to a loyalty scheme. It leans into our competitive spirit and our habit of chasing rewards. Four things happen when you add it:

• People stay engaged. Extra points and instant rewards give them a reason to come back sooner.

• They interact with your brand more often, which builds awareness.

• You get more customer data. Fun gets shared, and sharing brings in new people.

• You attract a wider range of guests. Gamification appeals to younger generations in particular.

Here are five ideas to get you started.

1. Run challenges

A limited-time chance to win something gets people involved. Monthly or seasonal challenges are the most cost-effective and time-efficient gamification tool for a loyalty scheme.

Simple examples:

• Online quizzes

• Guessing games

• Tag and share competitions

More involved examples:

• A competition to create your next summer cocktail

• Naming a new menu item

• Seasonal challenges, like dressing up for Halloween

Tip: online challenges grow your database fast, so ask for contact details on entry.

2. Mix online and in-venue games

This idea connects offline and online interaction. Treasure hunts work well: hide clues across your socials, your website and the venue itself.

Tip: while people search, you get the chance to point them at other things you offer, or other venues you run.

To fill quieter hours, try a secret code word on your socials. Anyone who mentions it in the venue gets a freebie or a discount.

3. Use badges, awards and leaderboards

The most widely used gamification examples are badges, awards and leaderboards. People get recognised for interactions and milestones, and the rewards can go beyond transactions. You can tie them to completing a profile, engaging on social media or leaving a review.

These work because they give people something to aim for, and a way to compare their progress with others.

BrewDog's Beer Visa is a good example. Customers collect a stamp for visiting every bar in one location, and finish with a special pin badge.

Tip: leaderboards also make it easy to spot your most loyal and engaged customers.

4. Build tiered membership levels

A tiered scheme encourages people to spend and engage more to move up the ranks. Each tier brings benefits that increase in value, which makes the experience feel more exclusive and more personal.

Tiers also give you ready-made audiences for personalised email campaigns.

Well-known examples include Starbucks and PizzaExpress.

5. Add mini online games

Arcade-style games are highly engaging, but they need some form of app integration, which puts them at the more involved end of gamification.

A successful example is KFC's loyalty app game Rewards Arcade. Customers can play after each purchase and win instant food rewards.

Pick one and start small

You do not need all five. Choose the idea that fits your venue and your team, and run it alongside a loyalty scheme that already tracks stamps, points and rewards. Stampede loyalty gives you the base, so the game sits on top of data you already collect.