Gamification Prompts Nearly Three-Quarters of Consumers to Engage with a New Brand, tms Research Finds

Jun. 03, 2026

Consumers are increasingly open to gamified brand experiences, but marketers risk losing them by making those interactions too complicated or time-consuming, according to a new report from tms, the global technology, marketing and sourcing company.

New research carried out by tms for its white paper, The Gamified Customer Journey, found that almost three-quarters (72%) of consumers have participated in gamification from a brand they had not previously tried within the last three months. Meanwhile, one-third said gamified interactions motivate them to make a first purchase from a brand.

However, the findings also suggest that simplicity and immediacy are critical to success. Nearly two-thirds (62%) of consumers, for example, said the ideal gamified brand experience lasts five minutes or less. There are also significant differences in how different generations respond, meaning a one-size-fits-all approach risks losing some audiences. While Gen Z and Millennials are generally more open to playful, exploratory experiences, older audiences place greater emphasis on ease and knowing what reward is at the end.

Based on research with more than 1,200 consumers across the UK and US, the report explores how brands can use gamification across every stage of the customer journey, including awareness, acquisition and winback.

It also looked at loyalty – an area where tms has extensive experience – finding that while 85% of consumers appreciate gamification in loyalty programmes, nearly half said they stop engaging when rewards no longer feel exciting or valuable.

Marius Froehlich, associate director, engagement strategy at tms, said:

“Gamification has become one of the most powerful tools available to brands, and, as our research shows, this has resulted in audiences who are very savvy about what their engagement is worth. Brands which get it right can reap huge benefits – but we discovered there are plenty of ways it can go wrong, which risks losing the consumer altogether.”

 

The Gamified Customer Journey explores how brands can use behavioural science, game mechanics and experience-led design to drive engagement, loyalty and long-term customer value. The full white paper is available to download now for free.