PlayAbly Podcast Episode 29: Press Play on Engagement: Gamification, AI, and the Future of Ecommerce Growth

Hey everyone! Welcome back to The PlayAbly Podcast, the show where ecommerce growth meets game design. Today, our host Kajal is joined by PlayAbly’s CEO and Founder, John, for a deep dive into the future of brand engagement — and why now is the time to press play.

In this episode, we explore the rising power of ecommerce gamification
as a driver for customer retention, loyalty, and delight. Drawing insights from Harvard Business Review’s “Press Play” report, Robinhood’s entrance into prediction markets, Hermès’ stunning “Mystery at the Grooms” experience, and 2025’s top growth trends (spoiler: think AI + memes), we make the case for turning your customer journey into an interactive, rewarding experience.

💡 You’ll learn:

• Why game mechanics outperform traditional retention tactics
• What luxury and fintech brands are doing right now to gamify engagement
• How tools like prediction markets and interactive storytelling are changing CX
• Practical, low-lift ways to start your own gamification strategy
• What kind of ROI brands are already seeing from shoppable game experiences

If you’re responsible for CRM marketing, retention marketing, VIP programs , or just want to stand out in a sea of ecommerce sameness — this episode is your blueprint for the next phase of brand growth.

🎯 Ready to make your brand more playable? Explore Shopify gamification
strategies, ecommerce quizzes , and more at PlayAbly
.

Welcome to the PlayAbly Podcast, where we dive into the art and science of gamification, customer engagement, and driving conversions. 

At PlayAbly, we turn passive audiences into active customers through shoppable games and playable experiences that transform how brands connect with their customers. Book your free demo here.

Thanks for tuning in to the PlayAbly Podcast! Ready to engage your customers like never before? PlayAbly creates branded Shoppable Games that drive results. Don’t forget, mention the podcast during your free demo, and get $500 off (book here). Learn more at playably.ai

Get Your First Month of PlayAbly free when you mention this Podcast during your free PlayAbly Demo - learn how gamification can improve your ecommerce shop at www.playably.ai

Transcript

Hey everyone! Welcome back to The PlayAbly Podcast, the show where ecommerce growth meets game design. Today I am joined by John our CEO and Founder

And I’m John. If you’re an ecommerce founder, a CRM strategist, or anyone responsible for retention and customer loyalty — you’re in the right place.

Today, we’re diving into the hot topic that’s shaping retention strategies, ad fatigue solutions, and brand engagement across the board — ecommerce gamification. 

We’ll unpack the recent HBR report on why every brand needs a gaming strategy, break down what Robinhood’s prediction market means for interactive ecommerce, explore Hermès’ luxury mystery game, and dig into the top 2025 growth marketing trends like AI, memes, and more.

Let's dive in. Gaming mechanics in business - just another tech trend? Well, Harvard Business Review's latest research shows companies using game elements are seeing 200% higher customer retention. And that's just the beginning of how play is revolutionizing commerce.

This report is a game-changer — pun fully intended. That's fascinating because most people think gaming strategies are just for entertainment companies. But the data really challenges that assumption. It’s saying what we’ve been shouting from the rooftops: the next competitive frontier for brands isn’t just personalization or CX — it’s play. Not in the sense of "make an app," but in integrating game mechanics into your brand’s core experience.

And ecommerce is uniquely positioned for this. You're already competing in a crowded feed, against dopamine-driving platforms. So what if your brand experience had the same hooks?

Exactly. Think points systems that evolve, ecommerce quizzes that get smarter over time, story-based journeys, unlockable content for VIPs — these aren't just cute ideas. They’re proven levers for Shopify retention.

You know what's really interesting? We're seeing this massive shift where even luxury brands are embracing game mechanics. Not just basic points systems - we're talking about sophisticated, story-driven experiences that are transforming how customers interact with brands.

Hmm... can you break down what that actually looks like in practice?

So imagine you're shopping for skincare products. Instead of just browsing a catalog, you're participating in a prediction market where you guess the next product launch. Get it right, and you unlock early access, exclusive rewards, and bonus points for sharing. The engagement metrics are incredible - we're seeing double the time spent on site.

You’ve driven hype, data capture, and organic referrals — all wrapped in gamified retention marketing. It’s marketing that doesn’t feel like marketing. And that's EXACTLY what Robinhood tapped into with their new prediction markets, right?

Oh yes! And here's what's brilliant about it - they understood that people don't just engage for the outcome, they engage for the thrill of being right. Some brands are seeing up to 75% increase in repeat purchases by implementing similar mechanics.

You know what really surprises me? Even ermès, the ultimate luxury brand, is jumping into this space.

Right — their Mystery at the Grooms campaign completely changed the game. They created this gorgeous digital who-done-it where their products were woven into the narrative. But here's the key insight: it wasn't about discounts or sales, it was about creating intrigue and exclusivity.

If you can make customers want to solve something or unlock something, they’ll spend more time with your brand — and likely more money.

So what are the broader implications for brands looking to implement these strategies?

Well, looking at the 2025 trend predictions, we're seeing three major forces converging: AI personalization, memes as native content, and gamification as a retention engine. The brands that are winning are using AI to create personalized game experiences that speak their customers' language.

That makes me think about the technology requirements. Do brands need sophisticated systems to make this work?

Um, that's actually a common misconception. While there are some amazing tools out there, you can start with simple mechanics. Even a basic quiz that adapts based on customer responses can boost engagement by 40%. The key is making it meaningful and connected to your broader customer experience strategy.

And how are brands measuring success with these initiatives?

So the metrics really depend on your objectives, but we're seeing some incredible numbers. Brands implementing these strategies well are experiencing 50% to 200% improvements in customer lifetime value. But here's what's really interesting - they're also seeing higher net promoter scores and better customer satisfaction ratings.

Those numbers are pretty compelling. Where do you see this trend heading?

Looking at the market indicators, this is just the beginning. By 2025, experts predict that 70% of global brands will have some form of gaming strategy. The key is to start experimenting now, learn what works for your specific audience, and build from there.

That really puts things in perspective for brands trying to navigate this shift.

And you know what's crucial to remember? The goal isn't just to make things fun - it's about creating meaningful experiences that drive real business results. When done right, these strategies can transform how customers interact with your brand and significantly impact your bottom line.

So essentially, it's about finding that sweet spot between engagement and business objectives.

Exactly. 

And as we wrap up today's discussion, that's the key takeaway: don't just sell products, create experiences that keep customers coming back. The data shows that brands who understand and implement this effectively are going to have a significant advantage in the coming years.

Thanks for joining us today, everyone. Keep experimenting and keep engaging!