Trend 5 - Top 5 B2B Loyalty Marketing Trends for 2021

Get ready for that next-level gamification

By Ko de Ruyter, Debbie Keeling and David Cox, the Loyalty Doctors

We all know about gamification in programs and we are sure you have asked your members to ‘spin that wheel’ or hit that virtual slot machine. It was fun while it lasted. However, we feel the need to take this to the next level. Recently, UK-based rapper Aitch confessed that “Lockdown 100% drew me back in to playing video games". He is not alone (you never really are in these games). People of all ages and across the world have flocked to this form of entertainment.

This means something. For one thing, online-games are not just all play. Au contraire, online gaming is surfacing as the latest marketing frontier. Fashion house Balenciaga has just turned to the gaming format to unveil its autumn/winter 21 collection. The players are navigating through the online environment, clad in the brand’s latest designs. A little earlier, the 100 Thieves brand presented its entire collection in a Nintendo Switch game (called Animal Crossing: New Horizons). New horizons indeed as brands are looking for innovative and exiting ways across the digital marketplace. Amazon actually moved its fashion retailing to a virtual marketplace.

As we exit from the current pandemic, your members are going to expect game-level interactions based on their experiences with a rapidly growing contingent of brands. How is online gaming going to lead a refresh of B2B loyalty programs? There is lot to explore. Will it be possible to earn and redeem within-game points? What are the effects of game referrals on program growth? What type of game fits best with sales recognition (vs. partner enablement)? Our crystal ball is still a bit misty on the details. 

What we are clear about is that 2021 is looking to be an exciting year in which loyalty programs will be re-imagined and positive change will happen as we emerge from the current predicament. The world and your program will not be the same, but after this year, you probably would not like it to be.

Stay well and stay safe and feel inspired by the renewed Force of Motivation.