Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys

Abstract

PurposeThis paper seeks to understand users' perceptions of their experiences in mobile applications (apps) with gamified loyalty programs (GLPs) that use rewards as the primary engagement vehicle. The research focuses particularly on the motivations to further interact with GLPs and the motivational changes occurring after successive interactions.Design/methodology/approachThe authors conducted weekly open qualitative interviews over a month (four rounds of interviews) with five Portuguese active users of the mobile app Yorn Shake It, from Vodafone, which is a relevant case study to illustrate GLPs in mobile apps.FindingsParticipants' motivations to interact with the mentioned GLP are shaped by the reward incentive and users' perceptions of the gamified interactive experience. Motivational changes occur regardless of the presence of external contingencies and depend on contextual changes or perceived results of the gamified experience. This means that rewards also satisfy intrinsic needs, but users may remain connected to the system as long as fun experiences are provided without exhausting perceptions. Also, motivation may turn to reward contingencies when the challenge becomes boring.OriginalityThis is the first qualitative study explaining the perceptions of gamified experiences after continued participation, extending knowledge about the importance of a fair balance between the value and achievement of rewards and the entertainment of the challenge provided after continued exposure. The findings provide insights to GLP marketing managers and developers to better engage target audiences according to their needs and past experience, creating levels of challenges and fair rewards to maintain motivation and prevent abandonment after continued exposure.