As we look ahead to 2025 in customer loyalty, one standout trend takes center stage, and that is gamification. Brands are realizing that by adding gamified elements to their loyalty strategies, they can stand out, engage customers, and boost customer loyalty. Gamification makes routine tasks thrilling, encouraging customers to interact more frequently, spend more, and willingly share valuable data. In fact, according to Formation, a striking 81% of consumers are ready to share basic personal information for a more personalized experience. 

Gamification also offers an excellent strategy for brands to target GenZ and millennial customers, who are going to be significant contributors to the brands’ overall business in the coming future.  To succeed with gamified loyalty programs, brands need to go beyond the ordinary and create something innovative and exciting. In this article, we explore the top 5  Asian loyalty programs that have mastered gamification, reshaped customer loyalty, and driven impressive business growth.

1. ‘The 1’ by Central Group

The Central Group, a conglomerate based in Thailand, understands the importance of keeping customers engaged. Their loyalty program ‘The 1‘ takes loyalty to a whole new level. By combining big data, technology, and customer relationship management, they have created a digital lifestyle platform that connects customers with their business units and partners. Gamification is at the heart of ‘The 1,’ with the ‘The 1 Mission’ feature offering interactive challenges that unlock digital badges and points. This not only incentivizes engagement but also makes the program enjoyable for tech-savvy, value-conscious, and online shopping enthusiasts in the region.

2. KrisFlyer Singapore Airlines

Singapore Airlines’ KrisFlyer program has elevated the online shopping experience with “KrisFlyer Spree.” This feature enables program members to accumulate miles while making online purchases via the program’s portal, transforming each transaction into an engaging and rewarding experience. Additionally, the airline runs contests and games, such as quizzes and interactive campaigns, to keep members excited and motivated. These gamified elements make loyalty more than just accumulating miles, but creating a thrill in the journey.

3. GrabRewards by Grab

Grab, a prominent ride-hailing and delivery headquartered in Singapore, has integrated gamification seamlessly into its GrabRewards program. Gamified challenges and missions, such as completing a specific number of rides or transactions within a timeframe, encourage users to engage more with the platform. Users are further incentivized with tiered levels, each offering its own set of benefits. Limited-time promotions, interactive in-app games, and partnerships with restaurants and retailers add a layer of excitement to the entire experience. GrabRewards ensures that every interaction with the platform is an opportunity to earn rewards and progress.

Read more: Capillary’s Gamified Loyalty Program Design

4. Master Painter Loyalty App by Jotun

Jotun, a leader in the paint industry, recognized the potential of gamification and made it a part of their loyalty marketing strategy for the Vietnam region to reach and engage their targeted segment- the painter community in Vietnam. Their Master Painter loyalty app uses AI-based transformation to run gamification-led marketing campaigns. This approach has resulted in a remarkable increase in loyalty sales. By offering personalized offers and gamified interactions, Jotun successfully tapped into the loyalty of painters in the region.

5. Blue Rewards by Al Futtaim

Al Futtaim is a very reputed Dubai-based conglomerate and their loyalty program, Blue Rewards has harnessed the power of gamified customer experiences during special events like FIFA and seasonal holidays. These initiatives led to a significant 15% increase in monthly active users. In-app skill-based games allow users to earn rewards, driving cyclical actions and purchase behavior. The delightful experience provided by these games keeps users engaged and loyal.

Conclusion

These Asian brands have embraced gamification as a potent tool to engage customers, foster loyalty, and drive remarkable sales. By integrating gamified elements into their loyalty programs, these brands have transformed routine transactions into exciting adventures. Whether it’s earning points, collecting stamps, or participating in challenges, gamification strategies have become the driving force behind customer engagement and loyalty in the region. 

Now, the question for brands is not whether to embrace gamification, but how to do it effectively. And that’s where Capillary Technologies shines as a trusted partner. We have worked with 400+ enterprises around the globe to create successful loyalty programs that incorporate all the latest trends and technology in the loyalty landscape, including gamification. Our expertise in the domain has resulted in remarkable results for these brands and we can help you with the same.

So, take the leap and trust in Capillary to drive your gamified loyalty programs to new heights. It’s time to captivate your audience, foster unwavering loyalty, and elevate your brand’s success.

Get in touch with our partner now.

FAQs:

What are gamified loyalty programs?

Gamified loyalty programs incorporate game-like elements such as points, levels, challenges, and rewards to engage customers. These programs aim to make the customer experience more fun and interactive, encouraging repeat engagement.

How do gamified loyalty programs benefit businesses?

Gamified loyalty programs benefit businesses by increasing customer engagement, enhancing user experience, and driving higher participation rates. They can also boost brand loyalty and encourage more frequent interactions with the brand.

What are some successful gamified loyalty programs in South East Asia?

Successful examples include Shopee’s Shopee Coins, GrabRewards by Grab, and Lazada’s games and challenges. These programs use gamification techniques to engage customers and reward their participation.

How can businesses implement gamified loyalty programs?

Businesses can implement gamified loyalty programs by integrating game mechanics into their loyalty platforms, designing engaging challenges and rewards, and using technology to track and reward customer interactions.

What are the key elements of a successful gamified loyalty program?

Key elements include clear and achievable goals, meaningful rewards, social sharing features, and regular updates to keep the program fresh and engaging. Ensuring that the gamification elements align with the brand’s overall strategy is also essential.

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With a knack for creating engaging content and crafting effective social media campaigns, Anjali wants to make it her mission to leverage the power of content as a strategic marketing tool for businesses. While she is not working, she is either binging movies or writing about them on her blog.