What retail and entertainment brands can learn from gamified digital experiences

The new age of industry is broadly marked by two changes; gamification and digitisation. We see more and more stores and markets “going online.”

The change is not specific to any industry. Super markets are just as likely to turn to the digital space as retail shops and entertainment brands. But what sparked such a shift in the culture?

Digital Technology and Gamification

The growing interest in digital technology certainly played a role. There are very few people in the United Kingdom who are not connected to the world wide web. The internet makes access to retail and entertainment a whole lot easier than ever before. Even casinos have gone digital. Online casinos like Karamba Casino for UK players offer the thrill of traditional gaming; a major reason for their rising success.

What many might have noticed in both entertainment and retail is the trends towards gamification. Businesses are attempting to emulate video game-esque tropes in order to keep their customers engaged. That is the main concern of this article. We are going to explore what retail shops and entertainment brands can learn from the gamified digital experience.

Reward Points and Returning Customers

Every business is well aware of the value of a returning customer. The goal is to satisfy any person who walks through the door; be that a physical door or a proverbial online one. But the true reason that businesses try so hard to satisfy their clients is because they want them to return another day. That is why they try everything in their power to keep the shopper satisfied.

Retail brands are no different from any other business in that department. That is why many have looked towards video games for inspiration. Rewards and a point system have created a competitive edge in gaming. Gamers are looking for ways to outdo themselves and each other each time they start a new game. Retail markets play on that very drive by introducing point-based reward systems.

Shoppers might be given reward points based on the amount of products that they’ve bought or the size of their bill. These reward points are incredibly useful for loyal shoppers. But they don’t do much for one-time customers. The point-based rewards create incentive for clients to return to the shop that issued them. That way they can get discounts or free samples based on the amount of points they’ve accumulated.

Variable Rewards and the Focus on Chance

Don’t think that retail shops have only taken inspiration from video games proper. Many are also inspired by the gambling market. That is where the concept of variable rewards comes from. The idea is that a retail shop might issue a reward to a customer upon their return. It all comes down to random chance. There is no guaranteed reward in this situation. It all comes down to luck.

Variable rewards play to the human desire to take risks. It is the same psychological drive that leads many to test out online casinos and other games of chance. The idea that Lady Luck is guiding them to the right destination is a powerful one; and it is that very idea that retail brands are taking advantage of with variable rewards.

The concept of variable rewards is especially popular among younger generations; who are also more likely to visit online casinos. But the concept of brand loyalty is dying among the generation that also brought about the concept of self-gifting for Christmas. Retail shops have to work twice as hard to keep Millennials and Gen Z members interested if they want to stay afloat.

Progression Systems Feel Like Leveling Up

The concept of leveling up has always been present in video games; from the earliest arcades to complex modern RPGs. Seeing that number go up gives the player a sense of progression. It makes them feel as if they’ve truly accomplished something in the game. Progression is a staple of video games; so it shouldn’t be a surprise that it is also very important to gamification.

Retail brands are using tier systems to emulate a sense of progression. We have plenty evidence of stores offering a “gold tier” membership to customers. The membership may come with some special perks and bonuses that are not available to the average customer. But it is not always a single tier. There are usually other levels like silver or platinum to inspire clients to come back and “level up” so to speak.

Progression systems are also popular in online retail shops; where shoppers can earn badges and unlock new achievements with each purchase. The number of badges is usually proportionate to the number of purchases or the amount of cash spent at the website. Leveling up is a simple and fun way for retail brands to keep customers engaged and loyal to the brand.

What to Consider for the Future?

Many may see gamification as a passing fad. Video games were not always the dominant force in culture; and it is unlikely that they will hold on to that title for a long time. New entertainment platforms will spawn and turn people away in a couple of decades. But that does not mean that the techniques that retailers can learn from video games are ineffective.

Point systems and loyalty programmes might be more common today because of gamification. But they are not a new concept entirely. Small town shops are likely to give discounts to friends and family members based on a feeling of loyalty. Tiered memberships existed before video games made them more popular. All of these trends are staples of retail that have now just been grouped under the same category.

The success and popularity of video games may be a passing fad. We can’t really say how entertainment will change in the next decade or two. But the concept of gamification is very much an industry-altering one. The retailers who’ve embraced it sooner are far more likely to remain at the top of the food chain than those who are obstinate towards it.