Gamification for business: how to drive engagement, educate, and learn from your employees and customers

When you hear “gamification for business”, it’s not just about points and prizes. In digital marketing, gamification is a powerful way to boost engagement, collect data, and drive conversions. 

Do you want to ask your audience or employees for their opinion on a specific topic? Turn it into a fun quiz. Are you looking to educate them about your products or services? Try an interactive personality test. Do you need to share serious content about a cause your brand supports? Make it memorable with a memory game.

Gamification helps turn everyday interactions into more meaningful and fun experiences. From interactive quizzes and memory games to personality tests and reward systems, gamification drives results across marketing, HR, and internal communications.

What is gamification for business and how does it work?

Gamification for business involves integrating game elements (quizzes, points, badges, leaderboards, levels, rewards, etc.) into non-game environments like marketing campaigns, employee training, or customer engagement. 

These strategies differ from actual games because they focus on achieving business objectives, such as boosting customer engagement, educating employees or encouraging brand loyalty. By tapping into people’s natural desire for competition, achievement, and reward, gamification can encourage both employees and customers to interact more deeply with your brand.

As HubSpot says, put simply, gamification is the process of turning any process into a game.

What are the key benefits of gamification for business?

Companies that incorporate gamification into their business strategy often experience significant benefits in both internal performance and customer engagement. Here are the most impactful benefits:

1. Interactive experiences increase engagement rates, keep users on your digital channels longer and encourage repeat visits.
2. Quizzes and challenges improve learning outcomes by making information easier to retain.
3. Quizzes, tests, surveys, and polls boost participation rates and lead to more honest, valuable data collection.
4. Points, badges, leaderboards, challenges, and rewards increase motivation and foster loyalty among employees and customers.

Interactive formats such as arcade games and contests strengthen brand awareness by making your brand more visible and memorable.

Let’s explore the creative ways our users are leveraging gamification to achieve these marketing objectives!

What are some successful case studies of gamification for business across industries?

Gamification for business to educate your audience and employees

Use interactive formats to educate your audience and employees about your products, services, and any internal changes!

1. Lancôme’s fragrance guess the word

To promote their “La Vie est Belle” perfume, Lancôme decided to launch an original sampling campaign using the guess the word format from the Qualifio platform. 

Before claiming their free sample, participants had to guess the name of the main flower used in the fragrance, which helped them understand the product better.

This campaign highlights how Qualifio enable brands like Lancôme to create engaging, educational experiences that both captivate audiences and deepen product knowledge.

2. Purina’s informative webinar landing page

As part of their live webinar on the benefits of cat nutrition and allergen management, Purina created an informative landing page using the Qualifio platform to share event details and invite people to sign up. This campaign demonstrates how brands can effectively combine educational content with engaging interactive formats to boost participation.

Qualifio’s landing page is a proven tool for educating audiences or employees, promoting content in a clear and visually appealing way. In this example, Purina used the format to highlight the webinar agenda, introduce expert speakers, and encourage registration which helped them maximise their event engagement.

Gamification for business: how to communicate internally and collect feedback

1. GRDF’s uniform quiz

Do you want to strengthen team spirit? Involving employees in company decisions is a powerful way to show that their opinions matter. Using Qualifio’s interactive quiz format, GRDF engaged their workforce in choosing new work uniforms. 

Employees participated by voting for their two favourite collections, with the top selections advancing to the final testing phase. 

Using gamification for business and Qualifio enables brands to foster a strong sense of belonging and boost employee motivation through meaningful involvement in key decisions.

2. Capgemini engaging wheel of fortune

In larger companies, employees can sometimes feel lost in the crowd. To help Capgemini’s employees feel recognised and appreciated during the busy holiday season, they leveraged the Qualifio platform to launch a Christmas-themed wheel of fortune. 

To enter the competition, participants needed to use a unique web code available in their personal account and find out instantly if they were lucky winners. 

This campaign demonstrates how Qualifio’s engaging, easy-to-use interactive formats can boost employee recognition and foster a festive, inclusive company culture.

Gamification for business to raise brand awareness 

1. Biotherm’s gamification example: a catcher to clean the ocean

When a brand aligns its values with a meaningful cause, interactive campaigns can become a powerful tool to increase visibility and collect first-party data. 

That’s exactly what Biotherm did by partnering with Green Kayak and using Qualifio to launch a catcher game reinforcing its commitment to ocean preservation. Participants had one minute to virtually collect as much marine debris as possible.

This campaign is a strong example of how Qualifio helps brands connect purpose with action: raising awareness, highlighting brand partnerships, and generating valuable engagement and opt-ins through an interactive format.

2. GAMRFIRST’s fair jackpot

To overcome the challenge of attracting new players and engaging their audience, the online casino GAMRFIRST launched an interactive jackpot campaign with Qualifio during the “Foire du Valais” fair in Switzerland.

With this campaign, participants were invited to try their luck for a chance to win credits that could be used directly on GAMRFIRST’s platform. This not only boosted the brand’s visibility at the event but also encouraged players to explore the website and experience the games first-hand.

This initiative shows how brands can leverage Qualifio’s interactive formats like instant wins to generate awareness, drive engagement, and seamlessly guide participants toward becoming active users.

Gamification for business: highlighting meaningful causes and leverage momentums

1. MyOrigines’ Pink October memory game

If your brand or company supports a specific cause, an interactive campaign is a powerful way to raise awareness and engage your audience around it. MyOrigines demonstrated this during Pink October with a custom memory game created with Qualifio.

Participants were invited to match cards representing the four essential steps of a monthly self-check. On the exit screen, users could choose to donate to a breast cancer charity or visit the brand’s online store through clear CTAs.

Thanks to Qualifio, MyOrigines successfully combined education, engagement, and purpose in a single campaign, reinforcing their brand values while delivering measurable results.

2. Nestlé’s gamification example: how to gamify a brand anniversary using Qualifio ?

What better way to celebrate a centenary than by giving people the chance to share their own stories? For its 100 years campaign, Nestlé invited consumers to take part in a unique interactive experience with Qualifio.

Participants were encouraged to share their most inspiring stories with Nestlé products whether through words, photos, or videos, highlighting the special role their brand has played in their everyday lives and milestones.

To thank participants for sharing their memories, Nestlé offered the chance to win a 2-day family stay at Pairi Daiza or one of ten annual subscriptions to the park thanks to an additional question.

By combining interactivity with authentic, user-generated storytelling, Nestlé transformed its centenary into a meaningful engagement opportunity, reinforcing both brand loyalty and emotional connection.

Gamification for business is more than a trend: it’s a smart way to engage, educate, and connect with your audience. From boosting brand awareness to collecting feedback and rewarding loyalty, gamified experiences turn interactions into lasting impressions.

Curious about how gamification can help you achieve your goals? Contact us to learn how Qualifio’s expertise and platform can bring your campaigns to life, or explore more real-world success stories from our users.