Brands across nearly every industry face a similar challenge with their loyalty programs: how to give consumers a meaningful reason to engage more often that also keeps them coming back. For adtech firm adjoe,connecting mobile gaming to loyalty programs is an effective way for brands to drive engagement because it taps into something millions of people already do, mobile gaming, and connects it to rewards programs they already value and engage with.
When adjoe works to integrate major games such as Monopoly or Candy Crush into a brand’s rewards program, it will connect the brand’s currency, such as points or cashback, as it relates to a dollar. Based on what the gaming providers are spending, adjoe converts that spend into the brand’s currency so that users can transparently see how much they can earn from level to level. Once loyalty members hit a milestone,adjoe communicates back to the brand with the number of points to be added into their wallet.
Michael Corigliano, US Team Lead, Partnerships at adjoe, notes that the games actually fund the entire rewards experience. For mobile gaming companies, participating in a brand’s rewards program gives them a high-quality user acquisition channel.
“It gives users a way to earn more of the currency, but also a new revenue stream for the brand and a new engagement channel
for them as well,” he said.
Corigliano sees mobile gaming as a compelling tool for brands to use in their loyalty program because both progression and entertainment are already built into the experiences.
“The brand doesn't really have to manufacture those types of elements,” he said. "It can connect something customers already enjoy with its loyalty value as well.”
However, Corigliano cautions brands against making short-term activity for lasting loyalty. While the right promotion can drive clicks, signups, or an initial purchase, true loyalty comes from creating a meaningful value exchange that gives customers a compelling reason to return.
Brands should start by identifying the customer behavior they want to influence, then consider what meaningful value they can offer in return. When those two elements are aligned, loyalty experiences can move beyond one-time engagement to encourage repeat behavior, deepen customer relationships, and build lasting loyalty.
“I think gamification can be powerful because it gives people a goal, visible progress, and a reason to return,” Corigliano said.
To watch the full video of our interview with adjoe’s Michael Corigliano, click here.