Online platforms are turning loyalty into a game. Literally.
Game-based loyalty programs use challenges, badges, points, and other game mechanics to keep users hooked.
And it’s working.
According to MarketsandMarkets, the gamification industry will hit $30.7 billion in 2025.
Why? Because humans love games. And when platforms add rewards to the mix, we keep coming back, boosting customer engagement.
Let’s explore how online platforms use game-based loyalty programs to increase customer loyalty, along with the best examples.
Why Game-Based Loyalty Programs Work
Game-based loyalty programs are addictive (in a good way). They use psychology and game mechanics like:
- Points
- Levels
- Leaderboards
- Achievements
- Daily streaks
These elements trigger dopamine and create habit loops. It turns everyday tasks into fun mini-games, increasing customer engagement further.
Gamers already understand this concept. Platforms are just repackaging it to drive customer loyalty, clicks, and conversions.
According to Propellocloud, gamification can increase brand loyalty by 22%. It’s no wonder that companies prefer to use it to build loyalty programs.
How Gamification and Bonus Codes Drive Deeper Engagement
Game-based loyalty programs have achieved something great themselves. By tapping into the psychology of rewards, they’ve created high customer engagement from passive users.
Platforms use gamification to enhance retention and foster brand loyalty, from earning points to unlocking achievements.
A great example is how betting platforms integrate codes, like when bet365 offer incentives for completing challenges or milestones, bridging traditional loyalty perks with interactive, game-like experiences.
Benefits of Game-Based Loyalty Programs
Here’s why brands love game-based loyalty programs:
- Higher retention – People come back daily to earn more.
- More time on the platform – Gamification increases session duration.
- Free marketing – Users brag about their status or rewards.
- Data collection – Each interaction gives companies valuable insights into data analytics.
And now, let’s dive into the coolest examples out there.
Duolingo: Daily XP and Streaks
Duolingo is the boss of gamification and personalized rewards.
It uses XP points, leaderboards, streak counts, challenges and missions, spin-to-win games, and achievements to motivate learners.
Missing a day? You’ll lose your streak—unless you use a “streak freeze.”
With over 74 million monthly users, Duolingo proves how game-based loyalty programs can build strong daily habits. They promote their loyalty programs using different loyalty strategies.
You can find information on their gamification program on their mobile app, social media, website, and other places.
Lego VIP Program: Missions and Rewards
LEGO’s VIP program feels like a quest.
You complete missions, such as watching a video or referring a friend. Each task gives you points, which can be exchanged for exclusive products, discounts, or digital art.
The more loyal you are, the more LEGO “secrets” you unlock. It’s a perfect example of game-based loyalty programs that reward playfulness.
Starbucks Rewards: Stars and Tiers
Starbucks lets users earn Stars in their Starbucks Rewards loyalty program for every purchase.
But here’s the twist: you can earn bonus Stars by completing challenges.
For example: “Buy two iced drinks this week and earn 20 bonus Stars.” It feels like a side quest in an RPG.
There are also tier levels, with more perks as you rank up. It’s a loyalty system built like a mobile game.
Khan Academy: Badges and Mastery Levels
Khan Academy gamifies learning for students of all ages.
You earn badges, energy points, and avatars for finishing lessons or mastering skills. The platform also tracks your mastery progress across subjects, much like leveling up in a skill tree.
It makes education feel like an open-world experience.
Xbox Game Pass Quests
Xbox Game Pass gives players Quests—special tasks like “Play 3 different Game Pass games this week” or “Get 1 achievement.”
Xbox Live Rewards offers quests that allow for a personalized customer journey to earn Microsoft Rewards Points, which can be used to purchase gift cards, receive game discounts, or enter sweepstakes.
It rewards you just for gaming. That’s peak loyalty through play.
Fitbit: Badges for Steps and Distance
Fitbit turns health tracking and fitness wearables into a game.
You earn badges and achievements for reaching specific goals, such as daily step goals (walking 10,000 steps) or climbing 100 floors. There’s even a leaderboard competition with friends you can find on their mobile application.
Some users compete for daily top spots. It’s fitness meets multiplayer.
LinkedIn: Skill Endorsements and Streaks
Even LinkedIn uses game-based loyalty programs.
Users are encouraged to post regularly to maintain a content-creation streak. They also earn profile badges, skill endorsements, and top voice labels.
It feels like building your character sheet. More activity = more clout.
Sephora Beauty Insider: Tiers and Challenges
Sephora’s Beauty Insider program levels up as you shop.
The more you spend, the higher your tier (Insider → VIB → Rouge). Each tier offers exclusive challenges, early access, and seasonal game-based rewards like spin-the-wheel promotions.
It gamifies beauty shopping and creates a fear of missing out (FOMO).
Habitica: Gamify Your Life
Habitica turns your real life into a role-playing game.
You set personal goals, and when you check off tasks, your avatar gains XP, gold, and items. You can join guilds, fight bosses, and stay productive—all within an 8-bit fantasy world.
It’s the most literal example of a game-based loyalty program.
Final Thoughts
Game-based loyalty programs are more than gimmicks.
They work.
They reward consistency, build habits, and make routine interactions feel exciting.
Whether it’s fitness, language learning, shopping, or gaming, incorporating game mechanics boosts user engagement and encourages people to return for more.
If you’re building a platform or just love seeing gamification in action, watch this trend closely—it’s only getting bigger.
Author bio:
Nikola Pantic is a Partnerships Manager at uSERP, connecting with partners and nurturing those partnerships through mutual collaboration, and a seasonal writer who helps shape various industries through the written word.
