Leveling Up Loyalty: How CPGs Are Using Gamification to Win Shoppers In-Store and Beyond

Gamification has officially entered the aisle. From QR code-activated challenges to interactive displays tied to loyalty rewards, brands and retailers are experimenting with game-like experiences to attract, engage and convert shoppers in-store. As commerce marketing evolves in an omnichannel world, game mechanics are becoming a compelling tool to deepen loyalty, collect data and stand out at the point of purchase.While digital strategies and retail media continue to dominate headlines, physical stores remain the heart of consumer purchases. And CPGs and retailers are embracing gamified experiences not just to entertain shoppers, but to gather valuable data, personalize messaging and strengthen long-term relationships.Why Now? The Gamification SurgeMultiple forces are aligning to accelerate gamification across the commerce landscape. Interactivity, personalization and rewards resonate with today’s shoppers, particularly younger generations. In fact, 71% said they’re more likely to engage with brands that offer experiences like quizzes or games, according to a 2023 Salesforce study.At the same time, brands are under pressure to build direct consumer connections and collect first-party data in an increasingly privacy-conscious world.Tech advancements — including AI, connected devices and more sophisticated loyalty platforms — have made it easier than ever to embed game mechanics into shopping experiences. And in-store is a prime stage. “People have said print is dead, but I believe it just needed to be reimagined,” Brian Hutchinson, vice president of production services at Mars United Commerce, told P2PI. He suggested that the convergence of print and digital technology — such as QR-linked displays and gamified packaging or even a print ad — allows brands to overcome the limitations of traditional signage and engage shoppers with deeper storytelling.How Marketers Are Experimenting In terms of what gamified experiences marketers are using, a live poll from a recent P2PI webinar on gamifying sports fandom to drive engagement (with Snipp Interactive and Sideline Sports) found that spin-to-win/instant-win prizes and trivia, quizzes or daily challenges were top of mind. Real-World ActivationsThere is no shortage of brands in the CPG space who are leveraging gamification to drive engagement and sales. “When you bring [gamification] in-store, there still has to be some form of digital component ... whether you're at home or in the store... making sure that it's fully integrated is really important,” Heather Campain, VP, CPG growth strategy, Epsilon, told P2PI.Campain noted that it’s important for CPG brands to proactively collaborate with retailers on gamified loyalty initiatives. “If you're not part of [retailer gamification programs], I think making sure that you're asking what’s required to be part of those programs is really important,” she said.Several recent activations demonstrate how companies are creatively blending in-store experiences with popular gaming franchises to connect with consumers.Take Monster Energy, which recently incorporated a gamified experience in an in-store activation by offering shoppers a purchase incentive in the form of redeemable rewards for the video game Call of Duty. Battery brand Duracell used a similar tactic, enticing in-store shoppers with in-game content for Xbox’s Forza Motorsport game.General Mills has also explored gamification both in and out of the store. In 2024, it partnered with Instacart to help launch Caper Cart’s “Quests” — interactive mini-games on smart shopping carts that aim to turn grocery trips into engaging adventures. Shoppers can complete tasks like flash deal hunts, coupon challenges or visit streaks to earn rewards. The customizable Quests help brands drive product discovery, savings and loyalty right in the aisle.CataBoom, a gamification platform provider, has helped retailer clients such as Giant Eagle and Loblaw implement spin-to-win formats and instant-win challenges in-store, often tied to loyalty apps or receipts. “Sometimes the most simple programs are the most effective,” Aaron Lobliner, chief client officer at CataBoom, told P2PI. “With Loblaw, we ran a super simple spin-the-wheel campaign tied into their loyalty program. Shoppers could unlock discounts or free products from CPG partner brands — and the in-store redemption element drove additional foot traffic.”Lobliner also described a program CataBoom developed for retailer At Home that used an in-store scavenger hunt format, where QR codes placed throughout the store unlocked different mini experiences and encouraged shoppers to explore multiple departments.Gaming Data = Shopper Gold MineGamified experiences generate a treasure trove of shopper data, offering brands insights far beyond traditional metrics. These programs capture rich behavioral information — from how long shoppers engage with an experience to their product preferences and reward redemptions. When linked to loyalty programs and CRM (customer relationship management) systems, this data enables more personalized marketing and sharper targeting.“Gamified shopper programs generate a wealth of actionable data, from self-reported zero-party data and CRM opt-ins to site behavior and engagement metrics,” Chris Galloway, EVP of Strategy and Design at Brandmovers, told P2PI. “These insights are used to enhance personalization and refine messaging efforts across marketing channels.”However, turning this data into meaningful insights is not without challenges. Integrating information from multiple gamified touchpoints, ensuring privacy compliance and achieving accurate attribution remain ongoing hurdles for marketers.“Attribution is often the biggest hurdle," Galloway said. “Aligning in advance on all program touchpoints, gamification triggers, and how KPIs will be tracked is critical to accurately measuring success.”“Complexity kills — even the most involved video games start simple and only add necessary complexity when the user has become adept,” he added. Another common pitfall Galloway said is under communication. "We see brands spend a great deal of budget on robust and exciting gamification tactics, only to see them underperform due to a lack of awareness or engagement,” he said.Loyalty Gets a Power-UpGamification is also reinventing loyalty programs. Instead of static point accrual, modern programs are using game mechanics like progress bars, surprise bonuses and missions to keep users engaged.“Dwell time is a key metric we look at with gamification — how long are shoppers spending with your brand?” added Mars United Commerce’s Hutchinson. “If they’re playing from home, scanning a QR code from a purchase they made to earn loyalty points, that engagement time is often a multiple of what they'd spend in-store.”Hutchinson also noted that brands are increasingly focused on deeper measures of success, including repeat engagement, user sharing behaviors and how these experiences support broader loyalty strategies. He said that connecting various touchpoints and capturing the intended first-party data requires careful planning and real-time optimization.Omnichannel Integration & Measurement ChallengesTo fully capitalize on gamification, brands are working to better sync digital gameplay with in-store actions. This includes tracking redemptions, linking campaigns across channels and proving ROI.Mars Inc.’s Starburst also has a best-in-class example that used gamification as the star of an omnichannel campaign. The “Juicyverse” campaign included extensive marketing support including in-store product displays with QR codes linking directly to the experience, along with paid social on TikTok, social influencers on Instagram, push notifications and at-pump placement through GSTV.For omnichannel campaigns to be successful, it takes more than a strong activation, Hutchinson indicated. “Every single decision the shopper makes in a game is mapped out,” he noted. “If you push this button, it takes you here — and if it takes too long or we’re not getting the first-party data we want, we adjust in real time.” The goal is to keep the experience fun, frictionless and seamless, he explained.Platforms such as CataBoom and Brandmovers are also focusing on measurement tools, tying activations to e-commerce sales, loyalty redemption and even in-store foot traffic.“Point-of-sale and on-pack messaging play a crucial role in linking the in-store channel to gamified experiences," Galloway said. “In the digital realm, retail media is essential for engaging online shoppers.”Short-term metrics like redemptions and store visits matter, Campain said, but brands looking to future-proof gamification strategies should prioritize long-term KPIs such as lifetime value and retention — made possible through a strong identity and data framework.What’s Next: Smart Carts & Sensory PlayThe future of gamified shopping could be even more immersive. Smart carts that suggest personalized challenges, interactive endcaps powered by AI, and AR experiences guiding shoppers through "quests" are all on the horizon.Best Buy, for example, recently debuted “Intel Battle Stations” in select stores — high-tech gaming installations designed to let shoppers demo the latest PC games and gear through hands-on play. Featuring triple-screen displays, racing wheel setups and an AI-powered panel for custom shopping recommendations, the experience combines sensory engagement with seamless commerce integration. The retailer also is bringing these types of experiences to shoppers in a more temporary way as well, like its recent “GameTruck theaters” pop-up experience with Nintendo. One sleeper trend in gamification Hutchinson is excited about is the connection to the digital wallet. He said it lets brands know who they’re talking to, carry loyalty programs and even push notifications directly through Apple or Google Wallet.For Campain, she speculated that AI-powered wearables could shift the gamified retail landscape by providing seamless, voice-activated, augmented experiences — making AR more accessible and practical.“I think about what would be possible with [Ray-Ban Meta] glasses being in a store ... you could literally be like, ‘Can you show me the map of the store?’ ... It’s pretty mind-blowing,” she said.As retailers and CPGs rethink how they engage shoppers in a hybrid world, gamification offers a way to surprise, delight and ultimately convert — turning the store into a stage for play and purchase alike.

Leveling Up Loyalty: How CPGs Are Using Gamification to Win Shoppers In-Store and Beyond

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