In today’s internet age, strategic UX gamification is one of the best ways to keep customers interested after they click or buy something from your app.
A great product is important, but to make a real connection that lasts, you need to have a deeper, more interactive experience. The UX gamification strategy uses game-like elements in non-game settings to get customers to do certain things and keep them motivated.
This informative article will show you how to utilize gamification in UX to create strong brand loyalty. Let’s dive in.
Also Read: Bad UX = Lost Trust: How Design Mistakes Damage Your Brand
What Is UX Gamification?
A lot of people think that gamification is just adding badges, points, and leaderboards to an app.
Well, real UX gamification is a lot more planned.
UX gamification is the careful use of game design ideas such as challenges, progression, and rewards in the user journey to make it more fun and satisfying.
The goal of this strategy isn’t to make a full game, but to use the psychology of games to guide users, encourage them to do what you want them to do, and make the whole experience more pleasant.
The Psychology Behind UX Gamification
Did you know that the effectiveness of gamification is deeply rooted in psychological principles?
Self-Determination Theory (SDT), established by psychologists Richard M. Ryan and Edward L. Deci, is one of the most accurate ways to understand UX gamification. SDT highlights three basic human needs that drive motivation and engagement.
Successful gamification taps directly into these core desires:
- Competence: Users feel a sense of achievement and mastery when they learn a new skill or solve a problem. Points, levels, and progress bars are examples of gamified elements that make it easy to observe that a user is getting better at something.
- Autonomy: People need to be able to control their own actions. Gamification helps to accomplish this by giving users options, like picking which challenge to take on next or customizing their avatar.
- Relatedness: Humans are social beings who seek to connect with one another. Leaderboards, team-based challenges, and sharing achievements are all things that make users feel like they are part of a community.
You can develop a powerful motivational loop by making a system with clear goals and instant feedback that meets these three needs. This turns a boring task into a fun adventure, which makes the user feel positive about your brand.
Many studies have shown that when these psychological needs are met, users are more satisfied and stay engaged for longer.
Case Study: How McDonald’s Indonesia Captured the Spirit of Ramadan
Source: McDonald’s Indonesia
A perfect example of strategic gamification is the Ramadan campaign we developed with McDonald’s Indonesia, a project recognized with Gold awards at The Marketing Excellence Awards 2024 and a Silver award at the Festival of Media Asia-Pacific.
1. Blending Tradition with Innovation
In Indonesia, Ramadan is a very special time for reflection and generosity.
McDonald’s Indonesia wanted to run a campaign in 2024 that would not only honor this special month but also keep their customers delighted and connected with them.
They partnered with Antikode to find a meaningful way to integrate tradition and innovation.
2. Honoring Values, Boosting Loyalty
The main challenge was to come up with a campaign that honored the Ramadan value of sharing while utilizing technology to make the customer experience better.
The goal itself was to make a strategy that would really connect with their customers, which would increase both brand loyalty and the popularity of the McDonald’s app during this special time of year.
3. “BukBer: Buka Berhadiah” by McDonald’s Indonesia, a Digital Adventure in Sharing
Source: McDonald’s Indonesia
The answer was “BukBer: Buka Berhadiah,” a digital adventure that made Ramadan a pleasure.
The campaign had 30 beautifully designed rooms for players to explore, all based on the classic game Snake and Ladder. There were “hidden stickers” in each room that unlocked special rewards in the app.
Users hopped around the rooms, encountering fun challenges like ladders that took them up and portals that took them to new places. Users could get MyM Rewards by collecting stickers, and they could even trade in full sticker collections for additional rewards.
A Triumph in Engagement and Connection
The “BukBer: Buka Berhadiah” campaign by McDonald’s was a huge success. It made Ramadan memorable and had real business results.
Compared to the previous year, the campaign achieved:
- A 28% increase in total games played
- A 53% increase in the average number of games played per user
- A 125% increase in total rewards claimed
- An 11% increase in in-store reward redemptions
As previously stated, the industry also recognized this success, giving Antikode two Gold awards at The Marketing Excellence Awards 2024 and a Silver award at the prestigious Festival of Media Asia-Pacific 2025 for “Best Use in Gaming.”
Key Principles for Successful UX Gamification
The success of the McDonald’s “BukBer: Buka Berhadiah” campaign highlights three core principles that your business can apply to your own gamification strategy. They are:
1. Align with Your Brand’s Core Values
The BukBer campaign worked because it wasn’t just a regular game; it was based on the Ramadan values of sharing and being together.
Gamification that’s effective feels true to your brand and connects with what your audience already believes and wants.
2. Create a Clear and Rewarding Journey
The Snake and Ladder concept created a sense of familiarity and ease of use. Users quickly understood what they needed to do: explore rooms, find stickers, and get rewards.
To keep users interested, there needs to be a clear path to progress with rewards that are satisfying at each step.
3. Integrate with the Core Product Experience
The prizes for the “BukBer: Buka Berhadiah” campaign were McDonald’s items that people could get in-store.
This is a very important link.
Gamification that works doesn’t happen in a vacuum; it should bring users back to your main product or service, creating a cycle of engagement and action in the real world.
Also Read: Color, Characters & Clicks: Engaging Children Through Design
UX Gamification Is More Than Just a Game
Thoughtful UX gamification is a powerful strategy that does a lot more than just giving out points and badges.
If you understand your brand, your audience, and what drives them, you can make your digital platform an interesting and memorable experience that keeps customers coming back.
The “BukBer: Buka Berhadiah” campaign from McDonald’s was a big success. It shows that you can develop a digital experience which customers love and helps your business grow by combining creativity with a clear strategic goal.
This high-level of strategic design and technical execution calls for a partner who understands how to connect with users on an emotional level.
Antikode is the right ally to help you make your customers’ experience more enjoyable and satisfying through gamification.