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  Gamification is a technique that uses game design elements in non-gaming contexts to engage and motivate people to achieve specific goals. This technique has become increasingly popular in recent years and has been used by businesses to improve customer engagement, increase brand loyalty, and drive sales. In this article, we will discuss how businesses can create a gamification strategy for customer engagement.
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Step 1: Identify Customer Behaviors and Goals

The first step in creating a gamification strategy is to identify the behaviours and goals of your target audience. You need to know what motivates your customers and what actions they need to take to achieve their goals. For example, if you are running an e-commerce store, your customers’ goals may be to find the right product, make a purchase, and receive it on time. By understanding your customers’ behaviours and goals, you can design a gamification strategy that motivates them to take the desired actions.

Step 2: Design the Game Mechanics

The game mechanics are the rules and components that make up the game. They are the building blocks of your gamification strategy. You need to design game mechanics that align with your customers’ behaviours and goals. For example, if you want to motivate your customers to make a purchase, you can offer them points or rewards for every purchase they make. If you want to encourage your customers to share your products on social media, you can offer them badges or titles for every share.

Step 3: Create the Game Content

The game content is the actual gameplay that your customers will experience. You need to create a game that is fun, engaging, and easy to understand. The game content should be designed to help your customers achieve their goals and complete the desired actions. For example, you can create a game where customers have to find hidden objects on your website to earn points. You can also create a game where customers have to answer trivia questions about your products to earn rewards.

Step 4: Implement and Test the Strategy

Once you have designed the game mechanics and content, it’s time to implement and test your gamification strategy. You can start by running a pilot test with a small group of customers to see how they respond to the game. You can then make adjustments based on their feedback and iterate until you have a gamification strategy that works.
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Step 5: Promote the Game

To get the most out of your gamification strategy, you need to promote the game to your customers. You can use social media, email marketing, and other channels to promote the game and encourage your customers to participate. You can also offer incentives for customers who refer their friends to the game.

Examples of Gamification Strategies for Customer Engagement

In Nigeria, several startups and businesses have successfully implemented gamification strategies to improve customer engagement. Here are some examples:
  • Wakanow Travel App

Wakanow is a travel app that allows users to book flights, hotels, and tours. The app uses gamification to reward users for booking through the app. Users earn points for every booking they make, and these points can be redeemed for discounts on future bookings. Wakanow also offers bonus points for certain actions, such as referring friends to the app.
  • PiggyVest Savings App

PiggyVest is a savings app that uses gamification to encourage users to save more money. The app offers personalized savings plans, tracking, and rewards for achieving specific savings goals. Users can earn badges for reaching certain savings milestones, such as saving a certain amount of money in a month.
  • SureGifts Rewards Platform

SureGifts is a rewards platform that allows businesses to offer gift cards and vouchers to their customers. The platform uses gamification to motivate customers to engage with the rewards program. Customers earn points for every reward they redeem, and these points can be used to unlock additional rewards.
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In conclusion, a gamification is a powerful tool that businesses can use to improve customer engagement and build brand loyalty. By designing game mechanics and content that align with customer behaviours and goals, businesses can create a gamification strategy that motivates customers to take desired actions. The examples discussed in this article show how gamification has been successfully implemented by startups and businesses in Nigeria and across Africa to improve customer engagement and drive business growth. Featured Image Source: Mobilize
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This article was first published on 11th March 2023


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

Comments (3)

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