How mobile gaming is changing brand loyalty strategies

How brands including Starbucks, Shell and Disney are using mobile games to increase customer loyalty.

Marketing in the gaming ecosystem

This article is part of a series of articles from the WARC Guide to marketing in the gaming ecosystem. Read more.

Research from Harvard Business School and Bain & Company has found that increasing customer retention rates by 5% increases profits by 25% to 95%. As a result, many businesses make big investments in their customer loyalty programmes, but it’s no secret that traditional programmes risk losing their relevance as audiences get younger and the marketplace becomes more saturated.