Why Brands love gamification so much?

I remember the time when in childhood I used to collect chocolate wrappers of a particular chocolate brand. The long term goal was to exchange these wrappers, when collected 50, with a toy.

The idea of getting a toy served me as the single most motivation to keep buying the chocolate of that brand.

What I didn't know that I was into a game devised by the chocolate brand.

Yes, Brands have been using this strategy called gamification to build a follower army around its brand. These days several apps have been using this gamification to make consumers stick to its platform.

Google Pay Gamification

Everyone was engulfed with the celebration of Diwali but back in their head, there was something that was making them check their smartphones constantly.

With Diwali being the occasion of friendly bets and gambling, Google had a crazy idea of utilizing this opportunity to tap the exchange of money on one of its platform.

Google designed a game around its platform, Google Pay, where one has to collect 5 Diwali stamps, by transferring money, recharging, or paying bills or business, and they will be awarded Rs. 251 once collected all, and a chance to win Rs.1 lakh.

This spread like a wild-fire with people bargaining for stamps on social media apps, so much so that every social media's newsfeed was full of it.

So, Why do we love games so much?

Single sentence answer - Consciously, we all love rewards.

But there are a lot of things that go into our minds subconsciously.

• Sense of achievement

• Competitive nature

• Motivation (Reward) factor

• Survival of the fittest theory

It is one of the customer retention strategies where the highest level of customer loyalty can be achieved.

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