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Guides, benchmarks and research from our own campaigns. Free to read. The full report is one email away.
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A good first read: the mechanics, motivation and planning behind a gamified campaign.
Gamification in Marketing: How to Gamify Your Marketing?
Why game mechanics hold attention better than promotional emails, and practical ways to add them to your marketing mix.
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5 gamification ideas for this year’s holiday campaign
Advent calendars, holiday games, gift quizzes, playable greetings and internal calendars: five December formats that leave you with contacts.
Best marketing quiz software in 2026
Template builders versus custom platforms: how to pick quiz software that brings in consented leads, not just clicks.
Back to school: 10 gamification ideas for fall and winter campaigns
Ten fall and winter campaign ideas from our engagement data: games, advent calendars, AI tools and loyalty pushes for every kind of brand.
Three things every CMO will spend the next few years fighting to own
Rented channels keep getting more expensive and less accurate. The three assets marketing leaders will compete for next.
What 100 campaigns and 2 million people interactions taught us about gamification in marketing
What 125 campaigns, 2 million players and 130,000 leads taught us: the gamification funnel and which mechanic fits which marketing goal.
brainylab Engagement Secrets 2025
Four engagement principles behind our best gamified and AI-driven projects, each with a real case: Sava, Argeta, A1 and Lidl.
Gamification in Marketing: How to Gamify Your Marketing?
Why game mechanics hold attention better than promotional emails, and practical ways to add them to your marketing mix.
Intrinsic Motivation in Marketing: Explanation & Examples
What intrinsic motivation is and how brands use it in marketing.
How multi-player games unlock digital marketing holy grail: organic referrals?
How multi-player game mechanics turn players into a referral channel.
The Future of Gamification (WebSummit edition)
Where gamification is heading, from the brainylab talk at WebSummit.
The founding father of … Gamification
The story of the person credited with shaping gamification.
How to Use Gamification to Collect Quality First-Party Data and Improve User Engagement
How a persona-driven gamification strategy helped Lidl collect first-party leads and keep its brand closeness position.
How to use Gamification in E-Commerce to drive more sales and ad revenue?
Ways e-commerce brands use gamification to lift sales and ad revenue.
Zero-Party Data: The Ultimate Guide for 2025
What zero-party data is and how quizzes and games help you collect it.
How to build an Effective Gamified Learning Platform?
A practical checklist for building a gamified learning platform people finish.
We launched a new product and learned one important thing along the way
A personalised birthday song app taught us how to make personal moments at scale, and how retail, telco, automotive and insurance brands can use them.
AI Loyalty Programs: Loyalty 2.0
Loyalty 1.0 rewards purchases. AI loyalty reads every intent signal and rewards it. What AI loyalty programs are and how they work.
The Art of Fun: Why AI and Gamification Are the Future of Customer Engagement?
How the 7flags framework and AI personalisation work together in brainylab projects.
How to build AI Agents?
What goes into building an AI agent: its job, rules, data and integrations.
brainylab June updates
News from the studio: new gamified content platforms, a new product launch and recent awards.
brainylab WEBINAR: Gamification in marketing (in SLO language)
Recording of the brainylab webinar on gamification in marketing, in Slovenian.
Engagement Marketing Insights Report
We analysed over 2,000,000 unique users in over 100 campaigns across 15 industries and 20+ audience types. See which mechanics, formats and industries get the highest engagement and opt-in rates.
Reports and playbooks.
Go deeper than an article: our design playbook and how we build gamified learning platforms.
Terms, defined.
The words we use most, in one line each.
- Gamification marketing
- Using game mechanics such as points, challenges and rewards in marketing to get people to take part.
- Engagement rate
- The share of visitors who actively interact with an experience, not just view it.
- First-party data
- Data people give you directly on your own channels, with their consent.
- Zero-party data
- Preferences and intentions people share on purpose, for example quiz answers.
- Lead-gen quiz
- A quiz that gives a result or recommendation and asks for opt-in at the end.
- Advent calendar campaign
- A seasonal loop that unlocks one game or reward per day.
- Gamified learning platform
- A learning hub with profiles, progress, badges and rewards.
- AI agent
- An AI tool with a defined job, rules and integrations that can act, not only answer.
brainylab Playbook
Lessons from 125+ campaigns and 2.4 million players, one chapter a month. The mechanics that worked, the numbers behind them and what we would do differently.
- Real campaign numbers, not industry averages
- One game mechanic, taken apart
- AI tools we tested on live projects
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