Gamification is becoming nearly unavoidable in the modern brand experience, across all industries. Brands are using game mechanics in non-game contexts to boost engagement. Whether you’re earning points with a loyalty program, spinning a virtual prize wheel, or unlocking badges, game mechanics are woven into how consumers interact with brands.
For home and lifestyle brands, gamification isn't just about engagement. It’s about building meaningful, lasting connections through creative strategies that feel aligned with everyday life. This is especially important to the New American Middle, a demographic that values authenticity and responds well to experiences that respect their time, reflect their values, and feel intentionally crafted.
Gamification is highly debated. To understand the potential, we need to look at the full picture: the wins, the losses, and where the future could take us.
The Good
Humans are naturally driven by progress. Whether it’s completing a DIY project or watering plants, we love the feeling of checking something off a list. That sense of achievement is what makes gamification so powerful. It taps into our natural desire to complete tasks and be rewarded for our efforts.
Gamification is beneficial to brands who use it effectively by turning interactions into steps in a journey. Instead of one-off engagement, each touchpoint becomes part of a broader narrative that invites consumers to progress, explore, and connect. This creates a sense of momentum, turning observers into emotionally-invested participants.
The New American Middle values authenticity and quality. By implementing intentional touch points, brands can drive engagement that will create lifelong customers.
Starbucks
Starbucks’ in-app games are a standout example of gamification done right. Customers are encouraged to spend specific amounts or purchase certain items to unlock new levels or challenges. This chance to win prizes in exchange for continued engagement with the brand is a strategic blend of fun and incentive. The reward isn’t always the main draw. Often, it’s the experience itself. The excitement of participating, the friendly competition, and the connection to a brand’s mission can be just as powerful.
Ecotech
We partnered with Ecotech, a company committed to reducing plastic waste by transforming recycled materials into stylish, functional, everyday products, on a sweepstakes campaign for their sustainable backpack line sold at Target. The goal was to raise awareness of their mission and generate excitement—and it worked. With over 4,200 entries, we helped build momentum around the brand, driving meaningful engagement and attracting eco-conscious consumers who were drawn in by the prize, but stayed for the purpose.
When done thoughtfully, gamification becomes more than a marketing tactic. It becomes a way to build stronger, more meaningful connections between brands and their audiences.
The Bad
Gamification is not without its pitfalls. Many consumers now expect some form of interactive experience; however, when the experience is poorly designed it quickly loses its impact—or worse, frustrates consumers.
The biggest mistake brands make is overcomplicating the process. If users have to jump through too many hoops to claim a reward, they may abandon the journey entirely, or associate that frustration with the company.
On the other hand, making it too easy can be just as damaging. When customers feel like they’re being handed a reward without any real effort, the experience can come across as shallow. Similarly, constantly offering rewards can condition customers to wait for discounts before making a purchase, positioning your brand in the “value segment” where buying decisions depend on promotions.
Education
The effects of poor gamification are visible in classrooms too. Studies on gamified learning show that while leaderboards and badges can boost short-term engagement, they often erode deeper motivation and lead to anxiety or disengagement.
Though we’re not education experts, we’re watching closely and find importance in designing systems that enrich rather than undermine lived experiences. We’re encouraged by emerging research focused on making gamification in education more meaningful, helping students build confidence and curiosity rather than just chasing rewards.
TEMU
This brand often uses spinner wheels and repetitive “win” prompts throughout the shopping experience to push additional spending. Without real brand meaning or a thoughtful strategy behind the game, these tactics risk irritating customers and fail to build lasting brand loyalty.
A group like the New American Middle doesn’t respond to shallow gimmicks. They want substance, authenticity, and relevance. Gamified experiences must feel purposeful and respectful of their time and intelligence. This strategy should enhance the experience and not get in its way.
The Hopeful Future
So, how do brands use gamification to build lasting relationships?
As more brands, educators, and platforms embrace gamified strategies, we’ll see a shift toward systems that prioritize long-term engagement over short-term wins. Authentic design emphasizes meaningful challenges, autonomy, and personal mastery over shallow badges and points. These thoughtfully designed experiences will inspire curiosity, build confidence, and create powerful connections for users.
The New American Middle will lead the way in embracing strategies that blend entertainment with purpose. They expect gamification to meet them where they are by offering experiences grounded in shared values, authentic connection, and a clear demonstration of quality.
Whether in education, customer engagement, or brand storytelling, the future of gamification holds real promise as a way to create experiences that respect consumers and deliver lasting value.
Partner with Britton
We bring expertise in brand strategy, consumer insights, and creative execution ensuring every gamification initiative is authentic and aligned with your values. Our team will build meaningful connections that resonate with your target audience, especially the New American Middle consumer. With the right insight and execution, gamification becomes a bridge to customers who see the value in what your brand stands for and then they want to stick around.
What steps will you take to turn clicks into connection? Let’s build something that matters and start the conversation today.
