Standing out in the busy world of FMCG can feel like a challenge – there’s so much noise, and getting consumers’ attention is harder than ever. But here’s the good news: gamification is a fun, effective way for brands to create real connections with shoppers.
Whether it’s through a quick game or a rewarding challenge, gamification is helping brands break through and drive action in a way that’s both engaging and measurable.
The global gamification market was valued at $22.01 billion in 2024 and is set to grow to $73 billion by 2029 mainly due to advances in technology and the wider penetration of smartphones. According to a Retail Times report 74% of millennials and 68% of Gen X consumers are open to participating in gamified challenges and brand interactions.
Chris Jeffries, the founder of savi’s gamification partner agency, EMC3, agrees that gamification can be a game-changer; “We find that interactive skill-based games can create a genuine buzz around your promotion and add considerable longevity to your campaign so people keep on coming back to play.”
Their recent J2O campaign demonstrated how effective gamification was for driving engagement and conversions when used as part of a Stonegate Group pub app. The campaign results revealed that;
- Consumers played an average of 2.4 games
- 32% of consumers returned to play again
- 16% bought a J2O to unlock extra levels
- 49.5% of prize winners redeemed their rewards in-store
These results prove that this type of gamified experience doesn’t just create excitement but also in-store or on-trade sales whilst fostering genuine long-term loyalty.
Chris has found that gamification works exceptionally well when integrated with digital rewards, especially mobile coupons, which will add instant value to a shopper’s experience.
“Instant win formats, like spin-to-win and scratch cards, are particularly effective in driving immediate engagement, with consumers often redeeming rewards soon after winning. However combining these games with tangible digital rewards that can be redeemed in-store means gamified experiences move beyond just entertainment”.
When joined up with mobile coupons, gamification becomes even more powerful. Earlier this year our research found that 78% of shoppers would try a new product when given a coupon, and that number rises to a remarkable 89% for Gen Z (Source savi Shopper Report 2025). So giving ‘winners’ a genuine prize, not just points, that they can store on their mobile phone will take the campaign from simply online to in-store.
By offering easily redeemable mobile coupons, FMCG brands can convert engagement into real-world purchases, and with seamless redemption and tracking capabilities, these campaigns are not only fun but measurable across thousands of major retailers across the UK.
Want to learn more about how to build gamified campaigns that drive real results?
Get in touch with one of our team or join us on Thursday 22nd May for an exclusive webinar with savi and Chris Jeffries from EMC3, where we’ll dive into the power of gamification and digital rewards to shape future FMCG promotions.
