The science of gamification: how our brain responds to engagement

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Gamification is more than just activity badges and discounts. At its core, it’s about understanding how our brain works and why some mechanics work better than others. By turning marketing into an interactive and enjoyable experience, gamification helps engage users more deeply and build stronger loyalty.

How to?

How it impacts business metrics?

Why does this work? It’s all about dopamine — the chemical responsible for motivation and pleasure:

Dopamine is released not when we receive a reward, but when we anticipate it.
The brain is especially active when the reward is unpredictable.
The less frequent and more unexpected the reward, the stronger the attachment and engagement.

Don’t overload with mechanics — overly complicated systems can scare users away.
Balance predictability and randomness — if rewards feel unattainable, interest will fade.
Test — different audiences respond to gamification differently.

+25% MAU penetration;
х2 DAU/MAU (stikiness);
+7% ARPU (average revenue per user);
+4 p.p. payment rate.

Results: key metrics for the client platform went up:

When everything is done according to science, gamification really works. How did we apply those principles in Kazakhstan?

Integrated a system of levels and repetitive tasks — this gives users a sense of progress and builds a habit of returning.
Introduced personal rewards for loyalty, e.g., a user reward for 14 years of using the service. This personalized approach creates emotional attachment.
Added elements of surprise such as secret gifts and “mining” in the app, adding unpredictability that fuels game interest.

Rewards Platform by QazCode

According to our data, user engagement on platforms with game elements can increase by 2–3 times compared to ordinary marketing campaigns, such as typical discounts. Let’s see how these principles were applied in practice in the Rewards Platform project by QazCode.

👉 This is what reward loops and variable ratio schedules are based on. These are systems where the reward doesn’t always come right away and not every time. And it’s exactly this unpredictability that makes them more engaging than simple actions like “buy 2, get 1 free.”

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