Drive engagement and retention through game mechanics that leverage behavioral psychology and intrinsic motivation.

What This Skill Does

Challenge: Keeping users engaged requires understanding behavioral psychology and implementing reward systems that feel fun, not manipulative.

Solution: Gamification Marketing skill provides 10 core game mechanics, psychology frameworks (Octalysis, Self-Determination Theory), campaign templates, and implementation guides. Includes case studies (Duolingo 3.6x retention, Starbucks loyalty).

Activation

Implicit: Activated when agents discuss engagement, retention, loyalty programs, or behavioral design.

Explicit: Activate via prompt:

Activate gamification-marketing skill to [describe task]

Capabilities

1. Goal-to-Mechanic Selection

Fast decision tree matching business goals to game mechanics.

Goal-to-mechanic mapping:

GOAL → MECHANICS
├─ Acquisition → Referral leaderboards + dual rewards + social proof
├─ Retention → Streaks + tiers + loyalty points + loss aversion
├─ Engagement → Challenges + leaderboards + badges + daily quests
├─ Conversion → Variable rewards + time-limited offers + progress bars
└─ Onboarding → Progress bars + micro-badges + unlockables

Decision guide: references/mechanics-selection.md

2. Core Game Mechanics Library

10 proven mechanics with psychological triggers and use cases.

Mechanics overview:

Full mechanics guide: references/mechanics-selection.md

3. Psychology Framework Alignment

Match game mechanics to psychological drivers (autonomy, competence, relatedness).

White Hat vs Black Hat:

• White Hat (70%): Long-term motivation—levels, badges, creative expression
• Black Hat (30%): Urgency—scarcity, FOMO, time limits

Frameworks loaded: references/psychology-frameworks.md

Prerequisites

• User behavior data or personas
• Technical capability to track and reward actions
• Clear business KPIs to measure impact

Configuration

Campaign templates: references/campaign-templates.md

Database schemas: references/database-schema.md (PostgreSQL examples)

Challenge configs: references/challenge-configs.md (JSON-based rules engine)

Best Practices

1. Pick 2-3 mechanics, not 10 Too many game elements overwhelm audiences. Start simple, add layers over time.

2. Show clear value “100 points = $5 off” prevents confusion. Invisible rewards don’t motivate.

3. Avoid toxic leaderboards Frame as “friendly competition”, hide ranks below top 10 to prevent negative psychology.

Common Use Cases

Use Case 1: SaaS Onboarding Gamification

Scenario: Increase feature adoption within first 7 days.

Workflow:

1. Progress bar: “Complete setup: 4/7 steps done”
2. Micro-badges: Unlock badge for each feature used
3. Challenge: “Invite 3 teammates this week”
4. Reward: Unlock premium template library at 100% completion

Success metrics: 40% lift in onboarding completion (progress bar effect).

Use Case 2: Loyalty Program with Tiers

Scenario: Increase repeat purchases and customer lifetime value.

Workflow:

1. Point system: 1 point per $1 spent
2. Tiers: Bronze (0-500), Silver (500-2000), Gold (2000+)
3. Tier benefits: Escalating perks (5% → 10% → 15% discount, early access)
4. Streaks: Bonus points for consecutive monthly purchases

Success metrics: 25% increase in purchase frequency, 16% higher LTV (typical).

Troubleshooting

Issue: Low engagement despite gamification Solution: Check reward value (worth it?), mechanic clarity (users understand?), difficulty curve (too easy/hard?).

Issue: Leaderboards creating negative competition Solution: Add collaborative challenges, hide low ranks, frame as “personal bests”.

Issue: Point system feels meaningless Solution: Show clear conversion (X points = Y reward), provide multiple redemption options.

Related Skills

• Referral Program Building - Referral leaderboards and rewards
• Email Marketing - Gamified email campaigns
• Analytics - Track engagement lift and ROI

Related Commands

• /campaign/create - Plan gamified campaign
• /plan - Implementation roadmap
• /analytics/dashboard - Track engagement