Why and how marketing gamification in retail works, plus 7 examples from retail brands to spark your creativity.
As a retail marketer, you’re often looking for new, exciting or different ways to engage shoppers and keep your brand top of mind, whether that’s to ultimately drive engagement, sales or long term loyalty.
Let’s say the company you work at sells kitchen appliances.
Now, imagine your ideal customer walking into a store, browsing for a waffle maker. While they’re checking out the products, they notice a sign next to one of the items. It’s a QR code, inviting them to play a virtual wheel of fortune game with the chance to win a 20% discount.
Curious, they scan the code and land on a fun, branded game. Quick and easy to play, they engage with it for a few minutes. If they win, great—they’ll get and use the discount. If not, the game was still entertaining, and now that brand sticks in their mind the next time they need to buy something for their kitchen.
This is a very simplistic example of retail gamification. For marketers, gamification goes beyond just fun and games, and with a strategic approach can be so impactful —it’s about creating campaigns that build interest, encourage interaction and drive action. And in today’s competitive retail landscape, offering something memorable can make all the difference.
This blog post covers everything you need to know about gamification in retail.
Get inspired for your retail marketing campaigns and learn how gamification can help you engage shoppers and build loyalty!
Marketing gamification in retail is the process of incorporating game elements into your marketing strategy to attract, engage, and retain customers. It’s not just about having fun—it’s about turning ordinary shopping experiences into exciting journeys that keep customers coming back for more.
In an industry where challenges like price competition, cart abandonment, and driving repeat purchases are everyday hurdles, retailers need to think outside the box. Something more than running a big sale or lowering the price on certain items is needed. This is where gamification comes in. By tapping into natural human motivations like competition, curiosity, and the desire for rewards, gamified campaigns have proven to deliver impressive results for many retail brands.
Retailers use gamification in many creative ways. In-store, it could be a QR code leading to a scratch-and-win game, or a video quiz game to educate on product choices. Online, it might be a gift finder featuring your products, or an advent calendar inviting people to return every day to unlock surprises.
Whether you’re running an in-store activation or an exclusively digital campaign, there’s plenty of room to find what matches your goals and resonates with your audience. When done right, gamification can transform passive store visitors into paying customers who are loyal to your brand. In fact, the fun element of gamified campaigns leads to a whopping 100%-150% jump in user engagement (!) compared to traditional marketing approaches! Keep reading to learn how to achieve such results.
Did you know that nearly 90% of retailers are considering gamification? And it’s no surprise why! Gamification can help you achieve key goals, including:
Gamification works because people naturally love to compete, be challenged, and have fun—especially when there are rewards involved. And retail customers are no exception. Whether your shoppers are impulse buyers, brand loyalists, or value-seekers, there’s one thing that brings them all together: the excitement of playing a game and the opportunity to win something.
In retail, gamification works by engaging customers through fun games while offering rewards like discount codes, free shipping, or the chance to enter a draw for bigger prizes. However, it’s not just about the reward itself—it’s the thrill of the game, the sense of accomplishment, and the anticipation of winning that keeps shoppers hooked.
The secret to a truly successful retail gamification campaign is offering an experience that resonates with your audience. When it comes to the prize, ensure it’s enticing enough to motivate your audience to engage with the game.
Let’s draw inspiration from 7 exceptional marketing gamification campaigns from retailers.
The popular Irish makeup brand successfully used gamification to drive sales during Easter with a simple yet engaging drop game. Players had 30 seconds to collect points, motivated by guaranteed prizes like a 15% discount code or free shipping, and the chance to enter a £200 prize draw. This fun experience boosted sales and encouraged repeat visits.
Gamification with discount codes is particularly powerful when you consider that 49% of U.S. consumers say they would switch brands for a coupon or discount. Gamification not only captures attention but also strengthens brand loyalty. By offering discounts, prizes, or exclusive rewards through gamified campaigns, you’re more likely to convert casual shoppers into loyal customers—and maybe even draw them away from competitors.
Smaralind, a shopping mall in Iceland, used a digital wheel of fortune displayed on screens throughout the mall and promoted by influencers on Instagram. Participants had the chance to win various prizes, such as 10% discount in various stores throughout the mall, movie tickets, and gift certificates. This method effectively converts passing footfall into curious and engaged shoppers.
People love in-store games – over 70% of customers said they would attend a game or competition organized by physical stores. This provides retailers with a golden opportunity to engage shoppers on the spot!
During a fan convention, the Icelandic IT and electronics retailer ELKO launched the engaging “ELKO Space Game,” where players could collect points and enter a draw for a gift card. This campaign successfully drew customer attention, increased brand interaction, and drove customer engagement at the event.
Costcutter created an Easter-themed landing page featuring a “Shoot the Eggs” game, holiday recipes, and ideas for Easter activities at home. The fun, festive content not only enhanced online engagement but also increased foot traffic to physical stores, boosting sales during the holiday period.
Orion Pharma, a Finnish pharmaceuticals company, used a swipe it game to collect preferences towards different healthcare-related topics. After answering the questions, participants had the chance to participate in a raffle and win products. They would also get a list of recommended products based on their preferences. This campaign didn’t just lead to higher sales but also provided Orion Pharma with valuable customer data to personalize future marketing efforts.
Are you struggling with data enrichment? You are not alone! A staggering 35% of marketers say poor data quality impacts their ability to target consumers effectively. That’s where gamification can help. Creating an engaging game with enticing prizes encourages players to willingly share their preferences in exchange for fun and rewards.
The Finnish electronic retailer launched a wheel of fortune game, offering prizes like 5, 10, 25, or 50€ discount codes, as well as a grand prize raffle for an Xbox Series X. Since customers could play once per day, the game encouraged multiple visits, keeping shoppers engaged with the brand over time.
The large Danish retailer Kop & Kande partnered with Stelton, Danish tableware designer, to develop a digital “Christmas Calendar” game. The campaign aimed to increase Shelton’s product visibility both online and in Kop & Kande physical stores. Gamification helped generate interest, boost foot traffic, and collect email permissions, achieving all of these goals.
Read the full case study about Kop & Kande!
When your brand launches a gamification campaign, it’s not just your customers who win. You win big as well!
Inviting shoppers to earn rewards goes beyond the traditional approach of sending discount codes through emails, or simply stating your current sales on your homepage. Gamification taps into people’s natural desire to play, compete, and achieve, creating a more dynamic and engaging shopping experience—both in-store and online. Gamification turns the act of shopping from a routine task into an exciting journey, making it more memorable and rewarding for your customers.
Book a demo with Playable today and discover how we can help you create successful retail campaigns.