Starbucks is using gamification to reignite retail loyalty drop

Major retailers are turning more and more to gamification to ignite customer interest, as well as boost loyalty. Starbucks is a prime example of how gamification can be used to reinvigorate struggling sales as well, with their festive Merrython campaign taking customers on a virtual run across global cities.

Instant win prizes ranged from the infamous Glass Bearista Cold Cup to free coffees. The giveaways went viral, and resulted in one of their most successful social media campaigns to date.

A Renewed Focus on Digital Engagement

Starbucks’ renewed focus on digital engagement hasn’t just sprung out of thin air. Starbucks has been facing mounting pressure with its net earnings falling by 50% year-on-year at the start of 2025. Their seasonal campaign to end the year came as a result of a direct need for more app usage, customer retention, and footfall. 

An analysis showed that their new gamification campaign resulted in 68% of tweets referencing the festive launch, and with 34.3 million Rewards members in the US alone, the company experienced a significant uptick in sales.

By fusing physical rewards with digital interaction, customers weren't just earning points; they were able to engage more by earning physical items, and this reflects a broader shift in retail alone. Other retailers, like Nike, are following a similar blueprint. Nike Run Club and Nike Training Club use milestones, leaderboards, and gamified streaks to keep users engaged, with wearable tech helping to personalise the experience.

Since adopting a physical and digital blended ecosystem, they have experienced a 30% uptick in sales.

Retailers across the World are Adopting Similar Approaches

It’s not just US retail seeing an increase in gamification. Across the world, we are also seeing other companies adopt digital strategies. M&S Sparks uses prize-based incentives, including winning a shopping basket. ASDA Rewards also has several mission-based incentives that translate to getting money off physical products. 

Even though the concept of retail adopting gamification tactics is relatively new, the idea has been around for quite some time. Online casinos offer real cash winnings, bonuses, and payouts for digital gameplay, with the UK specifically generating a GGY of £16.8 billion in March 2025. It’s also possible to see the idea reversed, with some online casino UK websites offering free spins when you deposit a certain amount.

This shows that although it’s possible to trade digital experiences for physical ones, gamification can also be approached by exchanging physical money for digital spins. With gamification having so much potential, and with some companies exploring more unique concepts regarding it, it’s safe to say that the road ahead looks bright.

Even though gamification in retail is relatively new, some online websites have been exploring digital-first experiences for quite some time, and if this can be used to steer retail moving forward, only good things can be expected. It also wouldn’t be surprising to see the physical and digital world being blended further, with pop-up AR experiences run by retail stores to further increase immersion moving forward.