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American Journal of  Economics and 
Business Innovation (AJEBI)

Assessing the Correlation between Gamification Intensity and Brand Loyalty in Young 
Adult Demographics

Stephen D. Mitra1, Hailey Chaze R. Bueno1, Nash G. Dela Cruz1, Lebron Kyle G. Concon1, Erika F. Bacay1*

Volume 4 Issue 2, Year 2025
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v4i2.4944
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: April 05, 2025

Accepted: May 08, 2025

Published: June 04, 2025

As the marketplace goes digital and competition intensifies, gamification has become a 
tactic for diverting people’s interest and brand loyalty. The research examines the intensity, 
complexity, frequency, and immersiveness of  specific gamified brand experiences, as well 
as their relationship to brand loyalty among respondents aged 18-35 in the Philippines. A 
quantitative correlational research design was employed in this study to collect data from 
201 respondents via structured online surveys. The study measured perceived gamification 
intensity as well as indicators of  brand loyalty such as repurchase intention, emotional 
attachment, and brand advocacy. The results established a strong positive correlation (r 
= 0.81) between the increased levels of  gamification intensity and the decreased purchase 
intention. It was concluded that the youth are the most attracted to scores; collect, 
badges, and regular content updates particularly points collection, badges, and the regular 
content updates. The insights derived from this emphasize the power of  game of  designs 
that incorporate both behavioral and attitudinal loyalty. This research gives practical 
recommendations to marketers for the use of  digital contexts to achieve optimization of  
consumer engagement and loyalty, while it also adds the empirical data necessary for the 
development of  gamification discussions in emerging markets.

Keywords
Attitudinal Loyalty, Behavioral 
Loyalty, Brand Loyalty, Consumer 
Engagement, Digital Marketing, 
Gamification Intensity, Gamified 
Experiences,  Reward Systems 

1 Tertiary Education Department, Far Eastern University Roosevelt, Marikina, Philippines
* Corresponding author’s e-mail: ebacay@feuroosevelt.edu.ph

INTRODUCTION
Background of  the Study
The Philippines is witnessing a deep digital transformation 
that is mainly driven by an increase in smartphone users, 
the cheap availability of  mobile data, and the push of  
e-commerce ecosystems. The economy is expected to 
switch to a digital one, and the latest statistics suggest just 
that. As of  2024, the digital economy of  the area is now 
₱2.25 trillion with an 8.5% contribution to the national 
GDP from the previous year, where the amount was only 
₱1.87 trillion, representing a significant leap (Cordero, 
2025). This revelatory increase was largely due to the 
fast gain of  the e-commerce industry by 19.6% in 2024 
alone, which was valued at roughly ₱1.3 trillion (Blakey 
& Blakey, 2024). The Philippines is one of  the leading 
digital-adoption countries in ASEAN region as of  now. 
The total users of  the internet have reached a saturation 
of  73.6% or approximately 86.98 million individuals 
(Howe, 2024). The boom in connections has changed 
the dynamics between brands and consumers, mainly in 
urban areas, and adolescent-run segments.
Generation Z is among the major factors pushing this 
total operation to the digital space. The population of  
these people is around 30% of  the totality of  the nation, 
namely, those who were born in the period from 1997 
to 2012 in the Philippines. This demographic has been 
brought up in a digital world fully furnished with what 
the modern man needs. Being easily available to them, 
digital contents and applications have made them highly 
receptive to them. In the Philippines, the average Gen Z 
consumer makes about six online purchases per month 

and some of  them buy even more-- up to ten (Liamzon 
& Liamzon, 2024). Psychological pleasure and the 
phenomenon of  self-gratification are in the forefront 
guiding the consumers. Hence, 75% of  the surveyed 
Gen Z people reported that they shop online to “treat 
themselves” (Mioten, 2024). Moreover, this generation 
persuasively is spending about 5.5 hours per day on social 
media platforms with interactive, visually happy and 
personalized content (Purple Bug, 2024). This is different 
than the product-oriented utility that the self-expression 
factor brings; this is a consumer outlook, which is 
experiential and additive at the same time. Therefore, it’s 
clear that they are not only pragmatic but also hedonistic 
when it comes to their forethought.
Brands, on the other hand, are responding to these new-
form trends through the implementation of  gamification 
strategies for the purpose of  having an increase in customer 
engagement, loyalty, and long product lifetimes (Tran, 
2024). Gamification is the phenomenon of  applying the 
same principles in the game as in a different context - such 
as a business. It exploits the inner needs of  individuals 
divided into three, namely, achievement, competition, 
and reward. This model has its predominant example 
in the e-commerce sector, while fintech, and loyalty 
programs, have also been used avowedly in promoting 
it. To illustrate, cashback platforms have carried out 
gamification of  challenges and daily streaks to persuade 
users to spend more and keep using the platform. Apps 
like Shopee and GCash are offering games like “Spin-the-
Wheel,” “Check-in Bonuses,” and “Reward Trees,” which 
in turn will not only increase the app engagement but also 



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deepen the user-brand interaction. Evidence from various 
studies, for example the investigation of  Caponpon et 
al. (2023), has confirmed that the presence of  gamified 
elements leads to a major uplift in user experience, which 
ultimately brings more sales and brand advocacy.
Nonetheless, even if  gamification has gained widespread 
traction, there is still a notable shortfall in the 
understanding of  its impact on brand loyalty, especially 
within the Philippine market. The attention of  most of  
the studies is focused on the existing gamification just 
in terms of  the presence or absence of  modes, thus, the 
intensity, complexity, and immersiveness are not analyzed. 
The interrelation between dimensions like the ones above 
and the other aspects of  brand loyalty like repurchase 
behavior, emotional attachment, and brand advocacy 
are not explored sufficiently either, especially in the case 
of  the Gen Z consumers. A question arises whether the 
shift towards increased technology immersion in this 
particular generation will create differences in relation 
to the execution of  such schemes, hence, it should be 
analyzed that, whether by presenting deeper and more 
dynamic gamification viewers form a bond over time. 
The present paper is intended to be a fill-up for these 
explorations by the study of  the relation between the 
gamification intensity and brand loyalty of  the young 
Filipino adults and the issuance of  practical proofs for 
the academic and real market use.
 
Statement of  the Problem
Incorporating gamification in marketing strategies has 
turned into popular practice, and brands have started to 
apply game elements technically to develop consumer 
engagement and retention. Nonetheless, in spite of  
its high popularity, there are only a few studies dealing 
with the empirical proof  for the direct interplay between 
gamification intensity---which means the amount of  the 
user’s choice of  game is gamified because it has elements 
of  the game and the user experiences it---and brand 
loyalty, primarily that of  the youth.
Most of  the previous investigations have covered 
gamification as a general solution; however, the 
matter of  finding out how the degree or intensity of  
gamification contributes to long-term consumer loyalty 
has been largely neglected. There is a pivotal question, 
whether by increasing the gaps, the perception of  
higher gamified materials is more favorable and leads 
to growth in stockholder prosperity or, on the contrary, 
the initial assertion of  impairing the technology prevails. 
Furthermore, there remains an issue of  identifying the 
specific game elements (e.g., rewards, competition, 
challenges) that really help build strong brand loyalty.
Thus, this study aims to address the following research 
questions:
1. Do demographic factors influence the correlation 

between gamification intensity and brand loyalty?
2. What specific gamification features are most effective 

in fostering brand loyalty?
3. Is there a threshold or diminishing return where 

excessive gamification reduces its effectiveness in 
maintaining consumer engagement?
4. Does gamification intensity impact brand loyalty 

among young adults?

Significance of  the Study
This research provides valuable insights into the 
correlation between gamification intensity and brand 
loyalty among young adults. The findings of  this study 
have significance for the following:
Consumers. The studied results are valuable for young 
adult consumers since they state how gamification 
touches their relations (engagement and loyalty) to brands. 
Getting acquainted with the effects will help consumers 
to make correct decisions about brands with which they 
will interact and support.
Marketers and Businesses. People whose work is closely 
connected with the marketing field, as well as the ones 
who own a business will be able to take the data in the 
research to improvise their gamification strategies. The 
knowledge of  the most influential game cards that are 
making a brand stick in customers’ minds could help 
ventures develop their engagement, upgrade loyalty 
schemes, and boost the overall corporate image.
Academia and Scholars. The academic world and the 
students who are interested in marketing, consumer 
behavior, or digital engagement, can get reference points 
from this study for further studies. The research, which 
has added some more to the literature on gamification, 
presents factual proof  regarding the support of  this 
practice in the development of  brand loyalty, especially 
for the youth.
Future Researchers. The study acts as an inspiration for 
future researchers who want to expand their ventures on 
game strategies and how they affect customer behavior. 
The findings will be used as lessons for comparative 
studies, experimental research, or more detailed and 
complex analyses in other populace and industry sectors.

Scope and Delimitation
The present study will be aiming at the exploration of  
the relationship between gamification intensity and brand 
loyalty in the context of  young adults in the Philippines. 
Its primary goal will be to explore how different levels 
of  gamification in brand engagement affect consumer 
loyalty as well as which gamification elements are most 
effective in establishing a long-term emotional connection 
with the brand. The study will particularly focus on the 
demographic group of  young adults, fallings in age by 
18-35, who are the main recipients of  gamified brand 
experiences and digital marketing strategies.
For this research, a quantitative approach will be applied 
through an online survey which will be distributed to the 
Filipino respondents who have interacted with gamified 
brand experiences, such as loyalty programs, reward 
systems, and mobile applications that feature game-like 
elements. The study will investigate on the consumer 
perceptions, engagement levels, and purchasing behaviors 



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along with the gamification strategies that have been 
discussed in the previous chapter.
In spite of  the above provisions, a number of  delimitations 
exist in the present study: First, the research is confined 
to respondents located in the Philippines, thus, the 
results may not be applicable to other countries, where 
the cultures and economies differ significantly. Also, it is 
worth noting that just young adults aged 18 to 35 will be 
participating in the study, while other age groups that may 
view gamification and brand loyalty differently will be left 
out. Furthermore, the project will be centered on the 
gamification of  consumer brands marketing strategies, 
i.e. in retail, online shopping, and mobile apps, and will 
not include gamification applied in education, workplace, 
or non-commercial uses. The study also relies on self-
reported survey responses which are prone to some 
biases like social desirability bias and recall inaccuracies.
Despite the limitations, the study aims at providing 
insightful inputs to marketers, business people, and 
researchers as to the effectiveness of  gamification 
strategies in attaining brand allegiance in young adults in 
the Philippines.

LITERATURE REVIEW
Marketing through gamification is the intentional 
implementation of  particular game mechanics—like 
points, badges, leaderboards, and challenges—in non-
game settings to promote customer engagement and 
motivation . The strategy relies on principles of  behavioral 
psychology, which facilitate brand interaction, loyalty, and 
conversion by making marketing experience more fun 
and rewarding (Santos et al., 2024).

In the last decade, gamification has been a key instrument 
in digital marketing, especially for the brands that want to 
capture the attention of  the young, tech-driven consumers. 
Global players have managed to assimilate gamification 
into their marketing approach. To illustrate, Nike’s Run 
Club app is popular with features like achievement badges, 
leaderboards, and social challenges that hikers are motivated 
by and they are also the causes of  a fitness community 
(Steele, 2023). In a similar trend, Starbucks incorporated 
gamification into its rewards program through the innovative 
games such as “Starbucks Pairs” and “Starbucks Bingo,” 
which the company believes will increase repurchase and 
customer loyalty (Mathilde, 2023).
In the Philippines, the increasing acceptance of  
gamification is evident in most flagship brands. Shopee, 
the most prominent e-commerce player, on the one 
hand, has positioned itself  by deploying an in-app game, 
“Shopee Shake”, and “Shopee Farm” to elevate users’ 
engagement and sales (Affifa, 2024). The SM Advantage 
Card (SMAC), a SM Retail loyalty program, offers 
customers points for purchases that could be redeemed 
for discounts and exclusive offers, promoting customer 
retention (Bilyonaryo, 2023). GCash, the number one 
mobile wallet in The Philippines, introduced the gamified 
scheme of  “GCash Forest,” where users earn points 
for every eco-friendly transaction which promotes user 
engagement and environmental consciousness at once 
(BrandRap Team, 2024). Besides that, Lazada, another 
famous e-commerce platform, also applied gamification 
through features including daily check-ins, mini-games, 
and collectible vouchers which encourage frequent app 
usage and customer loyalty (McDowell, 2023).

Figure 1: Conceptual Framework

Theoretical Foundations of  Gamification and Brand 
Loyalty
The foundation of  Self-Determination Theory (SDT) 

is by Deci and Ryan, which states that human wants are 
driven by the fulfillment of  the three basic psychological 
needs, namely, autonomy, competence, and relatedness. 



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In marketing, SDT has played a vital influential position 
in understanding how customers behave, especially in 
terms of  intrinsic and extrinsic motivations that will 
guide customers on which purchases to make. Zeroing 
in on the Western studies, the SDT has been used as a 
framework to inquire into consumer engagement and 
the like, which is human-centered, paradigm distribution 
marketing strategies of  psychologically aligned marketing 
(Cassia & Magno, 2023).
Flow Theory elucidates an ideal state of  optimal 
functioning and complete absorption in an activity 
(Csikszentmihalyi, 1990), as in the case of  marketing, 
flow state induction can lead to higher levels of  customer 
involvement and retention. Globally, this is true because 
brands have managed to use this flow theory in a clever 
way by creating engaging loyalty programs which , in turn, 
enthrall customers. Nike Run Club app offers real-time 
tracking and community challenges to the participants 
of  Squats which makes it possible for the people to 
introduce themselves to the flow state during their fitness 
journey eventually, thereby becoming loyal to the brand.
Oliver’s model of  brand loyalty is characteristically two-
fold, involving behavioral loyalty and attitudinal loyalty as 
its respective components. Behavioral loyalty refers to a 
repeated purchasing pattern, while attitudinal loyalty is the 
emotional bond and consumers’ level of  commitment to 
a brand. This kind of  distinction is essential in the analysis 
of  the extent of  customer loyalty. Behavioral loyalty can 
appear because of  convenience or habit but attitudinal 
loyalty suggests a stronger, and more, long-lasting bond 
with respect to the brand (Erdoğmuş & Çiçek, 2012).

Gamification Strategies and Their Components
Gamification mechanics are the basic architectures 
that transmute the non-game space into a game-like 
environment by adding a system of  games. These 
mechanics are proposed to be persuasive, reward targeted 
behavior, and improve the overall experience. Mechanics 
of  gamification, adjustments of  rewards, and the 
acquisition of  resources such as turning in a ticket and 
winning are some of  the major tools that can motivate 
customers to talk about it (Kanazawa, 2022).
In the Western markets, gamification strategies frequently 
take the competition approach to drive user engagement. 
Fitness applications like Strava, Fitbit, and Peloton add 
leaderboards and competitive challenges to drive users to 
be better than their friends . Social comparison theory 
and the competitive instinct have been employed by 
these platforms to acertain that users continue with their 
service for a longer time (InsightTrendsWorld, 2025). For 
instance, the fact that Peloton comes with live classes 
showing real-time leaderboards, users will be encouraged 
to struggle harder thus they can improve their data and at 
the same time increased intensity in workout frequency. 
This use of  competition as a motivational factor is only 
possible where the desire for social recognition and 
achievement is one of  the most effective motivators in 
individualistic cultures (Frederick, 2023).

In contrast, Southeast Asian markets, including the 
Philippines, have been observed to be fans of  gamification 
strategies that evolve around rewards and are simple. 
E-commerce platforms like Shopee and Lazada apply 
features such as “Spin the Wheel” games, daily check-
ins, and straightforward point-accumulation systems to 
engage users (Kedia, 2025). With these gamified elements, 
the players can avail of  the immediate gratification and 
they are conceivably easy to use because of  the lack of  
technicalities, thus they can be accessible to a wider user 
population. To exemplify, in the case of  the “Shopee 
Shake” game, this platform allows people to earn coins 
by simply shaking their phones during a specific time, 
and those coins can then be redeemed for discounts. This 
type of  feature is important when the users are more for 
cash incentives or when it needs to be convenient for the 
user to adopt it (Bulu & Natalia, 2024).
The importance of  cultural differences is highlighted 
by the design and the effectiveness of  gamification 
strategies. In the case of  Western consumers who are 
typically known for their individualism culture, they are 
more prone to being motivated by personal achievement, 
competition, and status recognition. For this reason, 
the gamification elements that focus on individual 
performance, such as leaderboards and badges, prove to 
be particularly effective in these markets. On the contrary, 
Southeast Asian consumers, including Filipinos, tend to 
exhibit collectivist cultural traits that value community, 
harmony, and group achievements more. This is why the 
gamified tools in these areas are more effective if  they 
lean toward bringing to life the collaborative elements, 
the communal of  the reward and the social sharing 
features . Furthermore, the inclination towards simplicity 
long with the instant reward of  simplicity is in tune with 
the cultural pre-eminence of  the practical benefits and 
user-friendliness.

Conceptual Gap in Gamification Intensity
Gamification is indeed a concept that has been embraced 
in different sectors, but the phrase “gamification 
intensity” is one that has not been sufficiently explored. 
Gamification intensity concerns the level of  game 
mechanics embedded in a system, determining such 
aspects as, for example, light, moderate, or heavy game 
element exposure, simple versus complex gaming 
mechanics, and the fun and wide-ranging experience of  
the game. This dimension is pertinent since it introduces 
a new aspect that differs from the mere presence of  
game elements, thus reflecting the user’s experiences of  
interacting with game-like features or fiction machinery 
catches the user’s attention; some might have mystical 
qualities or special effects that are considered appealing 
to users (Krath et al., 2021).
The current body of  research on gamification is mostly 
about the presence or absence of  gamified elements, 
treating gamification rather like a binary variable. Thus, 
it ignores the myriad interactions that different levels 
of  gamification can cause. One study that has really 



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shed the light on this topic is a research work done by 
Bohné et al. (2023), which is focused on the different 
intensities of  gamification in virtual training. Specifically, 
the presence of  a high gamification intensity corresponds 
to the learning results being better while the complexity 
and, therefore, depth of  gamified elements become a 
significant factor in user engagement and effectiveness. 
However, there is the necessity of  applying well-
structured plans for examining and assessing the intensity 
of  gamification. The coalescence of  different levels of  
gamification intensity along with users’ behavior and 
outcomes in different contexts merits more empirical 
scrutiny.
As for the Philippines, gamification has been adopted 
heavily in e-commerce, banking, and education. 
Shopee and GCash are examples of  platforms that 
have integrated gamification as a technique to sustain 
customer engagement. Nonetheless, there seems to be no 
local studies that look at the thickness of  these gamified 
elements. In particular, the literature is sparse on issuing 
a summary about the interplay between the frequency of  
gamified interactions, the complexity of  game mechanics, 
and the immersiveness of  the user experience concerning 
consumer behavior and brand loyalty among Filipino 
users.

Gamification and Consumer Behavior
Gamification can now be used to develop consumer 
behavior by improving engagement, making consumers 
feel they are taking part in the decision-making process, 
and even through the evocation of  some type of  emotion. 
By imbuing gameful elements to experience outside of  
everyday life, businesses want to convey an impression 
of  liveliness and sense of  achivement to customers. 
Furthermore, gamified systems fulfill basic psychological 
needs—competence, autonomy, and relatedness—thus 
increasing user engagement. For instance, if  any one 
of  the functions of  challenges, feedback mechanisms, 
and rewards causes an increase in user satisfaction then 
high levels of  user engagement will be sustained such 
as the platform (Bitrián et al., 2021). Additionally, the 
emotions of  the consumers also improve as a result 
of  gamification which has a say in their decisions. The 
presence of  perks and symbolism of  success can steer 
customers in the right direction, such as to buy a product 
or to try something new (Tobon et al., 2019). Gamified 
that kind of  product features can create enjoyable and 
exciting experiences which, in turn, are essential to 
positive attitudes’ development toward the brand. These 
emotional reactions can, as a result, change the customers’ 
view of  the brand positively and increase their chances of  
returning (Habachi et al., 2023).
In the Philippines, the customers are more attracted to 
the gamification strategies that are simple yet offer more 
value. Like Shopee that has very nice implementation of  
gamified features including “Shopee Shake” and “Shopee 
Farm” that users liked as they get rewards and incentives 
right away. A research study on the “Shopee Cocoki” 

game found that a higher intensity of  gamification had 
a strong positive effect on customer engagement and 
loyalty (Putri & Rinova, 2024).
On a global scale, the association of  gamification with 
impulse buying has been a remarkable one, particularly in 
e-commerce settings. The elements of  games such as point 
systems, limited-time offers, and interactive challenges 
produce a sense of  both urgency and excitement, 
making people buy things they did not originally plan 
on purchasing. The literature has demonstrated that 
immersive activities, through gamification, promote 
perceived enjoyment and boost socialization, which 
in turn are both positively related to impulse buying 
behavior. Furthermore, in their findings, the researchers 
include the idea that the immersive experience due to 
gamified environments shifts the target focus from 
unplanned distributions to consumer promotion (Gao & 
Zhao, 2023).

Brand Loyalty Outcomes from Gamification
Gamification is a known approach that is effective to 
positively impact the major brand loyalty variables such 
as Net Promoter Score (NPS), intention for repeat 
purchases, and emotional commitment. Therefore, 
integrating game-like elements into a marketing plan is 
a way for brands to approach customer engagement and 
deepening relationships effectively.
Among other things, the most important Net Promoter 
Score (NPS), a metric that indicates a customer’s 
satisfaction and loyalty by asking customers how likely 
they are to recommend a brand, is positively affected by 
the experiences that are gamified. Gamification strategies 
that utilize challenges, rewards, and the interactive 
elements can facilitate positive customer experiences 
and in this way, increase NPS rankings. For example, a 
research result by Harwood and Garry (2015) showed that 
the gamification of  elements is the stimulus for positive 
emotions, and as a result, it increases brand engagement 
and loyalty.
The repurchase intentions are also influenced by 
gamification. Engaging with customers and offering 
attractive rewards, is one way for gamified marketing 
to stimulate repeat purchases. A study shows that 
gamification in loyalty schemes has a significant positive 
impact on e-customer loyalty and the perceived value 
which in turn affects the repurchase behavior.
Emotional commitment to a brand can be stiffer through 
the creation of  gamification of  the brand by playful 
and interactive experiences that customers admire. The 
excitement of  completing the level and joining a group 
are the outcomes of  gamified elements that will increase 
the bond between the customer and the brand at the 
emotional level. A research study on the relationship 
between gamification and brand equity, found that non-
linear brand engagement is positively related to the brand 
equity (Xi & Hamari, 2020).
In the Philippines, the episode of  gamification through 
the variables focus on the short term of  engagement 



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and transactional loyalty. e-commerce and payment 
platforms such as Shopee and GCash, have adopted 
gamified features such as daily check-ins and mini-games 
to increase user engagement. These strategies are very 
effective in increasing user activity and purchases but 
they focus mainly on immediate rewards rather than on 
long-term brand loyalty. This implies that although short-
term engagement can be boosted by gamification, more 
strategies would be needed to shape consumers’ long-
standing emotional commitment of  Filipinos.

Focus on Young Adults as Digital Natives
Millennials (1981–1996) and Generation Z (1997–2012) 
are predominantly characterized as digital natives based 
on their technology upbringing and environmental 
interaction. The presence of  the internet and mobile 
technology was alongside the common use of  digital 
technologies by millennials as they were growing and 
learning. Gen Z, on the other hand, was surrounded by 
digital technology starting from the moment they were 
born and they have a more intuitive integrated approach to 
utilizing digital platforms. The millennials and Generation 
Z have great digital literacy skills, but the latter stands out 
with their engagement with visual and interactive content, 
thus preferring platforms such as TikTok and Instagram 
to traditional media. This shift demands corresponding 
marketing strategies that would be based on interactive 
and gamified content that could catch the attention of  
these particular audiences (MSS Media, Inc, 2023).
Across the globe, young adults have different digital 
behaviors shaped by cultural and economic factors. Gen 
Z in the Philippines is a more mobile-oriented generation 
that mainly uses their smartphones for access to the 
internet. This mobile-first approach reinforces the need 
to optimize digital content for mobile platforms when 
targeting the audience. In addition, the young Filipino 
Gen Z consumers are very price-conscious and they 
often opt for cheap yet value-for-money choices, which 
becomes their priority in product buying. This is different 
from their counterparts worldwide, some of  whom 
might focus on brand prestige or exclusivity most of  the 
time. Hence, the students’ understanding of  their peers’ 
preferences can lead to the development of  effective 
marketing strategies by promoting businesses that sell 
affordable products (Thim, 2025).
The cultural dimensions are also important regarding 
the effectiveness of  gamified marketing. In countries 
that belong to a collectivist culture like the Philippines, 
it is common for consumers to prioritize community 
involvement and harmony. Therefore, gamification 
elements that support collaboration and collective 
success are more likely adopted than those that are 
revolving around competition among individuals. 
Conversely, individualistic cultures can resonate better 
with gamification that concerns one’s achievement and 
rivalry. Acknowledgment and adoption of  these issues 
in gamified marketing can be a great instrument for 
increasing consumers’ engagement together with their 
brand loyalty in different markets (Wu et al., 2022).

Research Gap
Despite the fact that an increasing number of  academic 
works on gamification and its impact on consumer 
behavior are published and that they are gaining popularity, 
research works expressing the relationship between the 
length of  gamification and the consequent brand loyalty 
are being overlooked, especially among young adult 
consumers in emerging markets like the Philippines. 
The prevant studies mostly do not perform an in-depth 
exploration of  gamification in a particular way, where it is, 
either available or not; without discussing how different 
degrees of  gamification of  complexity, frequency, and 
immersiveness affect the consumer loyalty outcomes 
(Bohné et al., 2023; Krath et al., 2021). Furthermore, most 
of  the empirical studies have been performed in Western 
countries where the purchasing behavior and cultural 
impulses are really different from those in Southeast 
Asia. In the Philippine market however; there are several 
brands including Shopee, GCash, and Lazada that have 
successfully adopted gamification strategies, but their 
issues of  local academic inquiries remain slight especially 
those with measures like the intensity of  gamification 
across the behavioral (e.g., repurchase) and the attitudinal 
(e.g., emotional connection) loyalty indicators. There 
is still the need for an exploration of  the impact of  
the gamification saturation or fatigue, which poses the 
question of  the actual point where gamification is no 
longer effective. This study is going to fill in those gaps 
since it is going to supply quantitative evidence on the 
effects of  the different intensities of  gamification on 
brand loyalty in a young Filipino adults population as 
digital natives who are particularly value-conscious i.e. 
people aged 18-35. 

MATERIALS AND METHODS
Research Design
This study was structured as a correlational research study 
utilizing a quantitative research design. The objective 
was to explore the relationship between the level of  
gamification and brand loyalty among young adults in 
the Philippines. The quantitative method allowed for 
the objective measurement and statistical analysis of  
numerical data, enabling identification of  patterns and 
correlations between variables. A correlational design was 
appropriate for this study because it aimed to evaluate both 
the strength and direction of  the relationship between 
gamification intensity and consumer brand loyalty. Data 
was collected using a structured online questionnaire 
targeting Filipino consumers aged 18–35 years who 
had experience with gamified brand programs. The 
instrument measured gamification-related variables—
such as engagement frequency, perceived enjoyment, 
and immersion—alongside brand loyalty indicators, 
including repurchase intentions, advocacy, and emotional 
attachment. The use of  online surveys facilitated a wider 
reach within the target demographic, ensured efficient 
data collection, and provided a practical method for 
analyzing consumer behavior in a digital context.



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The Respondents
The target population for this study consisted of  
young adults aged 18 to 35 residing in the Philippines 
who have previously interacted with gamified brand 
experiences. This demographic was selected due to their 
high engagement with digital platforms and relevance 
to gamified marketing strategies. To identify and recruit 
appropriate participants, the study employed a purposive 
random sampling technique. This method allowed 
researchers to intentionally select individuals who met 
key inclusion criteria—specifically, those who fell within 
the age bracket and had prior exposure to gamified brand 
programs—while incorporating random distribution in 
the online invitation process to reduce selection bias. 
Given the strong digital presence of  young Filipinos, 
social media platforms such as Facebook and online 
communities relevant to consumer brands were utilized 
as primary channels for distributing the survey. This 
approach ensured access to a concentrated population 
of  tech-savvy individuals, increasing the likelihood of  
capturing responses from participants familiar with 
gamification in brand engagement.

The Instrument
To get the relevant data, this research will undertake the 
use of  structured survey questionnaires that would be 
composed of  four parts:

Section 1
Demographic Information. This part will cover 
demographic data such as: Age, Gender, Location, 
Occupation.

Section 2
Engagement with gamified brand experiences. The 
purpose of  this section is to ascertain the degree of  
interaction the respondents had with the brand elements 
in the process of  gamification, particularly focusing on: 
The frequency of  participation, Types, and Duration of  
gamified elements experienced.

Section 3
Perceived Gamification Intensity. This section will 
measure the respondents’ assessments of  the strength 
of  the gamification in their brand interactions for 
example: How complex the gamified features are, the 
immersiveness of  their experience, the frequency of  
updates and the introduction of  new challenges.

Section 4
Brand Loyalty Indicators. The brand loyalty indicators 
such as: Repurchase Intentions, Willingness to 

Recommend, Emotional Attachment are the measures of  
the level of  loyalty that the respondents feel to the brands 
that have used gamification.
A 5-point Likert scale will be utilized throughout 
Sections 2 to 4, allowing respondents to indicate their 
level of  agreement or frequency, ranging from “Strongly 
Disagree” (1) to “Strongly Agree” (5) or “Never” (1) to 
“Always” (5). This scaling method provides a quantitative 
measure to analyze the relationship between the intensity 
of  gamification and brand loyalty. The questionnaire will 
be framed on existing validated instruments and modified 
to reflect the specific context of  gamification and brand 
loyalty. A pilot test will be conducted to ensure the clarity, 
reliability, and validity of  the questions prior to their 
distribution. 

Data Collection Procedure
For this study, the data collection will be done through a 
structured online survey aimed at young adults aged 18 to 
35 who have engaged with gamified brand experiences. 
The survey will be conducted through a reputable online 
survey platform so as to ensure the availability of  the 
survey and the ease of  use for the respondents. To reach 
the broad range and to have a representative sample, 
different digital channels like social media, email lists, and 
online communities where the likely target demographic 
resides, will be used to invite people to participate. The 
survey will undergo a pilot test wherein a small number 
of  the target population will be asked to fill it to identify 
and fix any issues related with question clarity, technical 
functionality and overall user experience. Feedback 
arising from the pilot phase will be instrumental for 
effecting the necessary adjustments to the survey 
instrument. The Administration of  the structured online 
survey will take place on a trusted platform, which will 
be straightforward and user-friendly for the subjects. 
Once the questionnaire is finalized, due to the timeframe, 
the data collection will be finished on the specified 
period during which all responses will be checked for 
the quality and completeness of  data. Furthermore, the 
survey process will be improved by reminders which 
will target those who have not yet completed the survey. 
Participation will be voluntary, and all respondents will be 
assured of  anonymity and confidentiality. The collected 
data will be secured and will undergo the preliminary 
check for completeness and consistency. Any incomplete 
or inconsistent responses wil be excluded from the 
analysis in order to maintain the integrity of  the data. 
The systematic approach in data collection will ensure 
that the data obtained are reliable and valid concerning 
the association between gamification intensity and brand 
loyalty among the young adults in the Philippines.

Table 1: Likert Scale Chart
Scale 1 2 3 4 5
Verbal Interpretation Strongly Agree Agree Neither Disagree Strongly Disagree
Range 4.21-5.00 3.41-4.20 2.61-3.40 1.81-2.60 1.00-1.80



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Additionally, a Likert scale was administered in the 
survey to capture respondents’ attitudes, as presented in 
Table 1. The assembled data provided a basis to find the 
statistical significance of  relationships between certain 
variables. The results from the analysis were fundamental 
in discriminating whether any of  the variables under 
scrutiny had substantial associations or were intertwined. 
The use of  descriptive statistics and analyses of  the 
overall data allowed the investigation to display a full 
picture of  respondents’ opinions, and to discover possible 
relationships that may exist. 

Data Analysis Plan
The study will be analyzing the data collected through a 
series of  clearly structured steps designed to assess the 
relationship between gamification intensity and brand 
loyalty among young adults in the Philippines. The first 
stage will involve the use of  descriptive statistics to 
summarize the respondents’ demographic characteristics 
while providing a snapshot of  their experience with 
gamified brand experiences. This summary will include 
standard measures of  central tendency and dispersion 
such as means, frequencies, and standard deviations.
The next stage will see the study using correlational 
analysis to determine both the intensity and the brand 
loyalty correlate. The Pearson correlation coefficient will 
be utilized to find out the extent of  linear correlation 
of  the two variable which is this analysis is useful 
for. Understanding how the respondents’ changes in 
gamification intensity is reflected in brand loyalty levels is 
the goal of  this statistical method.
In order to find out if  gamification intensity is a predictor 
of  brand loyalty, a regression analysis will be carried out. 
This statistical technique facilitates the estimation of  the 
joint effect of  the variables on brand loyalty including the 
effect of  gamification intensity. The regression allows 
the introduction of  covariates to account for potential 
confounding variables so that the effect of  gamification 
intensity on brand loyalty can be isolated.
All data analysis procedures will be performed with SPSS 
(Statistical Package for the Social Sciences) software 
program that provides a wide collection of  tools required 
for managing and handling complex datasets. The actual 
data analysis will first involve data cleansing which will 
be carefully done by addressing potential issues related 
to missing cases and outliers. Normality, linearity, and 
homoscedasticity are the assumptions of  each statistical 
test; thus these will be evaluated in order to establish the 
accuracy of  the findings.

RESULTS AND DISCUSSION
Results
Research Problem No.1: Do Demographic Factors 
Influence the Correlation between Gamification 
Intensity and Brand Loyalty?
Understanding the demographics is key because it sheds 
light on the findings and shows whether the insights can 
be generalized to the whole young adult population.

As illustrated in Table 2, males were more prevalent in the 
sample of  201 participants as they account for 137 (68.2% 
of  the sample) while 62 females (30.8%), and 2 (1%) did 
not specify their gender. The result shows that males are 
more represented than females in the study, which might 
be the case we see gender differences in accessibility 
to the interactive in-brand marketing. This observation 
notwithstanding-female respondents also represented a 
sizeable part of  the group and have contributed valuable 
insights for gender-based comparisons.

Table 2: Distribution of  Respondents According to Sex
Sex Frequency Percentage Rank
Male 137 68.2% 1
Female 62 30.8% 2
Prefer Not To Say 2 1% 3

Table 3: Distribution of  Respondents According to Age
Age Frequency Percentage Rank
18-22 121 60.2% 1
23-27 29 14.4% 3
28-32 10 5% 4
33-35 41 20.4% 2

Table 4: Distribution of  Respondents According to Location
Location Frequency Percentage Rank
Metro Manila 
(NCR)

188 93.5% 1

Luzon (Outside 
NCR)

11 5.5% 2

Visayas 1 0.5% 3
Mindanao 1 0.5% 3

Table 3 indicates that most of  the respondents (121 out 
of  201, 60.2%) belong to the age group of  18-22 years, 
followed by 33-35 years (41 respondents, 20.4%), 23-27 
years (14.4%), and 28-32 (5%). Thus, the result shows 
that not only are young adults the primary participants 
in games but they also feel somewhat less qualified and 
outdated compared to the transitory adolecesents. The 
presence of  older ages makes it possible to get a wider 
insight on how preferences could change within the range 
of  young adults.

Table 4 shows that the majority of  the respondents 
(188; 93.5%) are from Metro Manila (NCR), with only 
11 (5.5%) from other parts of  Luzon and 3 respondents 
from Visayas and Mindanao. This implies that gamified 
brand experiences are more common and accessible in 
metropolitan areas rather than in less populated regions, 
which is what the data suggests. Future studies should 
explore alternative regional patterns to understand and 
compare this phenomenon better.
Table 5 shows that 127 participants (63.2%) are students 
while 32 (15.9%) were self-employed, 31 (15.4%) are 



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Table 5: Distribution of  Respondents According to 
Employment Status
Employment 
Status

Frequency Percentage Rank

Student 127 63.2% 1
Employed (Full-
time)

31 15.4% 3

Employed (Part-
time)

3 1.5% 5

Self- employed 32 15.9% 2
Unemployed 8 4% 4

Table 6: Distribution of  Respondents According to 
Their Industry
Industry Frequency Percentage Rank
Retail/ 
E-commerce

35 17.9% 2

IT/ Technology 12 6.1% 6
Banking/ Finance 18 9.2% 5
Media/ Marketing 24 12.2% 4
Education 30 15.3% 3
Other Industries 77 39.3% 1

employed full time, and the rest either part time or 
unemployed. The predominance of  students suggests 
the data has been collected from a digital-native, cost-
conscious group that is highly interested in reward-
driven activities. Employed individuals’ presence further 
provides diversity by demonstrating that purchasing 
power holders also tend to participate in rewarding 
behaviors of  the brand.

Table 6 indicates that out of  77 respondents (39.3%) 
who represent different industries, Retail/E-commerce 
was the second most (17.9.) and Education (15.3%) 
respectively. The connection between retail, media and 
gamification is obvious, so these findings are specifically 
relevant. The different sectors ensure that the results are 
useful for a broad spectrum of  the market.

Research Problem No.2: What Specific Gamification 
Features are Most Effective in Fostering Brand 
Loyalty?
In this section, we will see how abdominal respondents 
are with gamification to track their involvement and 
loyalty subsequent.
Table 7 shows that more than half  of  the respondents 
117 (58.2%) are “Always” partakers in the gamified 
brand experiences while 49 (24.4%) of  them “Often” 
do so and only few below 5% of  them are rarely or 
never participating. This reveals a strong sincere interest 
in gamification among the young adults, and even 
the majority of  them make such experiences a part of  
their ordinary shopping. The minor number of  people 
who seldom or practically do not use brands could be 

Table 7: Distribution of  Respondents According to How 
Often They Participate in Gamified Brand Experiences
Participation Frequency Percentage Rank
Always 117 58.2% 1
Often 49 24.4% 2
Sometimes 25 12.4% 3
Rare 7 3.5% 4
Never 3 1.5% 5

in respect of  limited accessibility and preference for the 
usual brand interactions.
Table 8 illustrates that 136 respondents (67.7%) use 
Points Collection, the most widespread gamification 
item while Badges/Achievements (34.3%) and Spin-
the-Wheel (29.4%) are the other favorites. This reveals 
that the simplest and essentially reward-driven systems 
are most appealing to customers, perhaps due to their 
simplicity and direct gratification. Leaderboards, more 
advanced gamification features (15.9%) reported less 
activity, which indicates a preference for less competitive 
forms of  gamification.

Table 8: Distribution of  Respondents According to the 
Gamification Elements They Typically Engage With
Participation Frequency Percentage Rank
Points 
Collection

136 67.7% 1

Badges/
Achievements

69 34.3% 2

Leaderboards 32 15.9% 6
Referral or 
Invite Bonuses

40 19.9% 5

Challenges/
Competitions

45 22.4% 4

Spin-the-Wheel 
or Lucky Draws

59 29.4% 3

Table 9: Distribution of  Respondents According to 
How Long They Have Been Engaging with Gamified 
Brand Programs
Engagement Frequency Percentage Rank
Less than 3 
months

70 34.8% 1

3 to 6 months 30 14.9% 4
7 months to 1 
year

39 19.4% 3

More than 1 
year

62 30.8% 2

According to Table 9, 70 respondents (34.8%) had 
gamified programs for less than 3 months, while 62 
(30.8%) had them for more than a year. This makes it clear 
that taking part in the gamified programs is something 
which both new users and long-term users appreciate, 



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with many of  them showing a continued interest. The 
differences in the periods of  engagement suggest there 

Table 10: Distribution of  Respondents According to How Long They Have Been Engaging with Gamified Brand 
Programs
Participation Frequency Percentage Rank
Very Likely 65 32.3% 2
Likely 95 47.3% 1
Neutral 32 15.9% 3
Unlikely 8 4% 4
Very Unlikely 1 0.5% 5

are ways for brands to keep and attract both phrases of  
customers.

Table 10 reveals 95 respondents (47.3%) saying that they 
are “Likely” and 65 respondents (32.3%) stating that they 
will be “Very Likely” to join the new gamified programs, 
whereas only 9 respondents (4.5%) were found to show 
a negative attitude. The overall affirmative attitude 
which nearly every respondent has shown indicates that 
gamification is one of  the major determinants of  the 

consumer’s decision, which suggests that brands can take 
further steps to implement the process confidently.

Research Problem No.3: Is There a Threshold or 
Diminishing Return Where Excessive Gamification 
Reduces Its Effectiveness in Maintaining Consumer 
Engagement?

Table 11: Respondent’s Weighted Mean in Terms of  Perceived Gamification Intensity
Perceived Gamification Intensity Mean SD Interpretation
The gamified programs I engage with frequently offer new challenges and updates. 4.32 0.72 Strongly agree
I find the gamification features highly immersive and engaging. 4.27 0.72 Strongly agree
The gamified activities feel increasingly complex and rewarding over time. 4.23 0.83 Strongly agree
Gamified brand experiences influence how often I interact with the brand. 4.31 0.75 Strongly agree
I actively seek out brands that offer gamified experiences. 4.24 0.82 Strongly agree
The gamification features motivate me to complete tasks or goals. 4.23 0.73 Strongly agree
I feel challenged in a fun way by the gamified activities. 4.31 0.78 Strongly agree
Overall mean 4.27 0.77 Strongly agree 

(Very High)
Scale: 4.21-5.00 (SA: Strongly Agree), 3.41-4.20 (A: Agree), 2.61-3.40 (N: Neutral), 1.81-2.60 (D: Disagree), 1.00-1.80 (SD: 
Strongly Disagree)

Table 11 indicates a mean of  4.27 (SD = 0.77) on the 
item perceived gamification intensity, with individual 
item means ranging from 4.23 to 4.32 all in the “Strongly 
Agree” category which is an aggregate of  the respondents’ 
perception of  gamification programs as fulfilling dynamical 
and motivational. This is underlined by the item “frequent 
updates and challenges” which the respondents Rarely  

answered with a mean of  4.32, showing that bringing in 
fresh updates keeps the content interesting. The items 
collectively achieved high scores reflecting the effectiveness 
of  gamified tools in improving users’ interactivity.

Research Problem No.4: Does Gamification Intensity 
Impact Brand Loyalty among Young Adults?

Table 12: Respondent’s Weighted Mean in Terms of  Brand Loyalty Indicators
Brand Loyalty Indicators Mean SD Interpretation
I am more likely to repurchase from brands with engaging gamification features. 4.29 0.76 Strongly agree
Gamification makes me feel emotionally connected to the brand. 4.13 0.81 Agree
I am more likely to recommend brands with fun gamification features to friends. 4.26 0.81 Strongly agree
I feel rewarded and valued by brands with well-designed gamification programs. 4.25 0.75 Strongly agree
Gamified experiences make me prefer one brand over others, even if  
competitors offer similar products.

4.27 0.71 Strongly agree

I follow or subscribe to brands that use gamified programs. 4.33 0.75 Strongly agree
I feel disappointed when a brand removes gamification features I enjoy. 3.98 0.95 Agree
Overall mean 4.22 0.80 Strongly agree 

(Very High)
Scale: 4.21-5.00 (SA: Strongly Agree), 3.41-4.20 (A: Agree), 2.61-3.40 (N: Neutral), 1.81-2.60 (D: Disagree), 1.00-1.80 (SD: 
Strongly Disagree)



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Table 12 also provides brand loyalty with an overall 
mean of  4.22 (SD = 0.80), indicating a very high level 
of  loyalty associated with the gamified experiences. 
The respondents are the most likely group of  people 
to follow or subscribe to a brand (Mean = 4.33) and 
make repurchases (Mean = 4.29) thereby showing that 
gamification naturally leads to recycling of  behavior. 

Moods like feeling connected (Mean = 4.13) and 
disappointment when gamification is turned off  (3.98) 
are slightly weaker but still good thus indicating emotive 
branding strategies can be deeper.

Correlation Between Gamification Intensity and 
Brand Loyalty

Figure 2: Scatter Plot of  Gamification Intensity vs. Brand Loyalty

Figure 2 presents a scatter plot depicting the relationship 
between Gamification Intensity and Brand Loyalty 
among the study’s respondents. Each dot represents an 
individual participant’s average rating for both variables, 
based on their survey responses. The plot demonstrates 
a clear upward trend, as illustrated by the red regression 
line, indicating a strong positive linear relationship. 
This relationship is quantified by a Pearson correlation 
coefficient of  r = 0.81, which suggests that higher levels 
of  perceived gamification intensity are strongly associated 
with increased brand loyalty. In essence, respondents who 
engage more deeply with gamified brand experiences tend 
to show stronger loyalty behaviors, including repurchase 
intentions and brand advocacy.
 
Discussion
This study investigates the correlation of  gamification 
intensity and brand loyalty among young adults in the 
Philippines. The discussion is a detailed account of  the 
main findings concerning their relationship with previous 
research, and how those findings propose theory and 
practice.

Demographic Factors and the Gamification–Loyalty 
Link
The results clearly show that the overall positive 

correlation of  gamification intensity and brand loyalty is 
held broadly with respect to the different categories of  
young adults examined. The sample respondents were 
mostly male (68.2% male, whereas 30.8% female), yet 
both genders reported relatively equal rates of  engaging 
in gamified brand experiences and showing loyalty 
to brands. This indicates that gender did not have a 
significant moderating effect on the gamification-loyalty 
relationship in our sample. Likewise, even though the 
age range was from 18 to 35, the majority of  participants 
were Gen Z (60.2% were from 18 to 22 years of  age). 
These younger adults, who were born into the digital era, 
were the most active in gamifying apps but, importantly, 
the small group of  older people (the case of  millennials) 
also reacted positively. Age subgroups did not differ 
much with respect to the correlation’s strength, which 
indicates that the impact of  gamification intensity on 
loyalty is persistently positive for both Gen Z and younger 
millennials. This identical pattern of  results conforms to 
the observation that both generations are very digital 
natives. Gen Z, in particular, is a strong advocate of  
interactive content and instantaneous applications on 
digital platforms. The urban-centric sample (93.5% 
from Metro Manila) further clarifies the scope of  this 
finding – in the highly connected metropolitan areas of  
the Philippines, the use of  gamified brand applications 



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is commonplace, which is why young consumers from 
all walks of  life seem to be accepting these apps in equal 
measure. Even sectors like students versus the full-time 
employee (who comprised 63.2% and 15.4% of  the 
sample, respectively) did not show divergent outcomes in 
terms of  loyalty; the strong gamification–loyalty link was 
sustained regardless of  occupation or industry. To sum 
up, our data imply that in this young Filipino population, 
the demographic factors (gender, age, location, and 
status) have no significant effect on the positive influence 
of  gamification on the brand’s loyalty. This broad appeal 
strongly hints that gamified experiences created correctly 
have the potential to hook a large section of  young target 
groups, a notion that is consistent with previous research 
that found gamification to be efficient across different 
user groups.
It is worth mentioning that the high baseline engagement 
with gamified content across the sample may reflect the 
culture of  digital devices in the Philippines, especially the 
always-active of  social media, and the wide use of  apps. 
Over 93% of  respondents participate in gamified brand 
activities sometimes or even all the time (58.2% “always,” 
24.4% “often”), which leads us to the conclusion that the 
youngsters regard these interactive brand promotions as 
an ordinary part of  their day-to-day life. This widespread 
exposure has made it possible for both men and 
women, and both Gen Z, and younger millennials, to be 
susceptible to gamification influences. The fact that there 
were no significant demographic differences in the loyalty 
outcomes perfectly fits the notion that younger Filipino 
consumers collectively are very well inclined towards 
using interactive platforms. As digital natives, they are 
more selective in their choice of  brands by concentrating 
on experiential and enjoyable brand interactions as 
compared to just simple reading,  a trend that is seen 
in both gender differences and across age groups. The 
positive, strong correlations between the gamification 
intensity and the loyalty is thus a general factor for the 
urban demographic aged 18-35 years rather than a special 
case situation. The factors in this study did not offset or 
elevate the effects; what they did was instead a blanket 
good response to gamification, which reflects the cross-
cutting influence of  digital culture shared by a community 
throughout the Philippines.

Effectiveness of  Specific Gamification Features on 
Brand Loyalty
Our findings highlight that certain gamification features 
are much more effective in the engagement and loyalty 
of  young adults. Particularly, the preference was mainly 
for simple reward-based mechanics: points collection was 
the feature that the most users had (utilized by 67.7% of  
respondents) followed by badges/achievements (34.3%) 
and “spin-the-wheel” luck games (29.4%). These most 
used elements have a common feature of  providing 
immediate rewards, or tangible progress, which means 
they are relating to consumers’ quick gratification and 
a sense of  achievement. The prominence of  points and 

badges is consistent with classic gamification models, 
which posit that points, badges, and leaderboards (PBL) 
are the essential drivers of  engagement (Werbach & 
Hunter, 2012, as cited in Kanazawa, 2022). In our study, 
however, competitive features like leaderboards were 
among the least engaged (only 15.9% participation). 
This gap represents a clear-cut proclivity for rewards that 
are not competitive but self-progressed rather than in 
opposition to others. The information hints that Filipino 
youth’s loyalty is mainly enhanced by gamified features 
that make them feel competent and rewarded rather than 
those that place them in competition with other users. 
When viewed through the lens of  Self-Determination 
Theory (SDT), this is consistent: points and badges fulfill 
the need for competence (by highlighting achieved and 
total progress), and they can also enhance autonomy by 
allowing users to proceed at their pace. These features 
offer positive feedbacks and a sense of  achieving what 
was set, which essentially feed the intrinsic motivation, 
and the outcome is enjoyment. In contrast, leaderboards 
emphasize social comparison and competition which may 
not actually address the more collectivistic attitudes and 
harmony-seeking manifestations of  this group. Studies 
have proven this cultural divergence to be correct – the 
Western audience seems to be favorable to competitive 
gamification, but artificial Southeast Asia consumers are 
in a preference mainly for the cooperative and reward-
centric schemes. Our findings indeed show such a cultural 
trend – the infrequent usage of  leaderboards and instead 
preference to the simple points system and luck-based 
rewards shows a shift away from the collaborative play to 
a more overtly participatory game type that is seen as fun, 
entertaining, and easy to follow.
How these gamification features are involved in consumer 
loyalty is clearly proven by the translation of  these features 
to consumer attitudes and behaviors. The predominance 
of  points (ranked #1) indicates that systems that turn 
engagement into immediate and concrete benefits (for 
instance, redeemable points or discounts) are particularly 
successful in boosting loyalty - probably because they 
resonate well with the value-seeking mentality of  Filipino 
youth. This is in line with the findings of  Caponpon 
et al. (2023), who noted that gamified features (like 
reward points and cashback challenges) on e-commerce 
increased user satisfaction and repeat purchase intentions. 
Respondents in our research showed that the preference 
to points and badges corresponds with them regarding 
themselves as people who, with the implementation of  
good gamification, are given rewards and brand respect 
by brands and, as a result, they would prefer those brands 
to other brands. These markers of  attitudinal loyalty 
were very high (with means of  roughly 4.2-4.3 on a five-
point scale), pointing strongly to the fact that the features 
mentioned are able to create real brand loyalty, and not 
just a temporary user engagement. Besides, the referral 
bonuses and challenges/competitions had average 
participation (each around 20%), which showed that 
social-sharing incentives and skill-based challenges do 



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have a small but significant impact. Users who are more 
socially oriented or those who are looking for a higher 
level of  engagement may find them more appealing, 
but they are not as effective as points in general for this 
demographic. If  we link this to Flow Theory, components 
like challenges may serve as flow experiences for some 
users by providing the right amount of  challenge and 
clear objectives, thus increasing commitment and loyalty. 
Certainly, the respondents agreed with the notion that 
gamified activities become more and more complex and 
rewarding over time (Mean = 4.23), which suggests that 
a well-designed difficulty curve helps to sustain attention 
over the longrun – a central aspect of  keeping flow in 
an experience. However, the broad conclusion is that 
reward-focused gamification (points, badges, luck-based 
games) is the most effective in our context, likely because 
it achieves a perfect ratio between extrinsic rewards and 
intrinsic enjoyment. These elements offer life quality 
(solving the extrinsic, economic motives) while being 
entertaining and easy to grasp, thus they contribute to 
both the behavioral loyalty (by the means of  rewards to 
keep using the brand) and attitudinal loyalty (by creating 
fun and positive experiences). This finding supports the 
successful gamified programs in the Philippines, where 
simple mechanics like daily check-ins, spins, and point 
accumulation are widely used for driving engagement. 
Our study empirically confirms that those very features 
correlate with higher brand loyalty in young consumers, 
thus validity is given to strategies by platforms like Shopee 
and GCash that focus on easy rewards and fun frequent 
interactions.

Impact of  Gamification Intensity on Brand Loyalty
The main finding of  this research is a very strong positive 
link between the level of  gamification and brand loyalty 
among young adults. On a statistical basis, this association 
is extremely solid (Pearson r = 0.81), which shows that 
the perceived higher levels of  gamification intensity are 
directly coupled with higher loyalty values. This scenario 
was depicted in the scatter plot (Figure 2) which indicated 
an obvious upward trend – individuals who are more 
involved in gamified brand experiences indeed show 
more inclination to behave loyally such as repurchasing 
and brand advocacy. In more practical terms, those who 
mentioned that the brands they use have highly immersive, 
frequently updated, and challenging gamification (high 
intensity) also were strong believers that they stay 
loyal to those brands, for example, by repurchasing 
and recommending them. In our sample, the average 
perceived gamification intensity was 4.27 (on a 5-point 
scale), which is within the “Very High” range, whereas 
brand loyalty score also was similarly high, as it was 4.22. 
The parallel status reinforces that the respondents who 
are taking the pleasure of  overwhelming gamification are 
also almost equally well feeling loyal. In the instance, the 
specific loyalty indicators with the highest agreements 
were following/subscribing to gamified brands (Mean 
= 4.33) and likelihood to repurchase from those brands 

(4.29). Thus, it looks as if  gamified loyalty affects directly 
on repurchase - the users not only interact more, but 
they reward the brand by coming back for more. The 
current information fits very well with Oliver’s model 
of  brand loyalty which explains the difference between 
behavioral loyalty (in terms of  repeat purchases) and 
attitudinal loyalty (emotional attachment and advocacy). 
Our findings indicate that gamification can tempt up both 
of  these types: respondents exhibited strong behavioral 
loyalty (high repurchase intentions and advocacy) along 
with notable attitudinal loyalty, like feeling emotionally 
connected to the brand (Mean = 4.13). The slightly 
lower score for emotional connection, while still positive, 
indicates that the attitudinal component, though boosted 
by gamification, leaves some room for further growth. 
However, the overall very high loyalty levels observed 
provide clear evidence that as gamification intensity 
increases, so does the loyalty of  young adult consumers 
to the brand.
The robust connection of  our results with the existing 
studies and theories enhances the credibility of  this 
observed relationship. Positive impacts of  gamification 
on engagement and loyalty outcomes have been reported 
in earlier studies worldwide. For instance, it was found 
by Xi and Hamari (2020) that gamification has a positive 
influence on brand engagement which in turn affects 
the overall brand equity. Our study expands on this 
knowledge by showing that the gamification is not only 
the possession of  it but also the scale of  it is a key factor 
- thus it tackles a gap in literature where gamification 
was often treated as a binary condition. In a similar 
spirit, Harwood and Garry (2015) reported that gamified 
loyalty programs were significant in increasing e-loyalty 
and repurchase behavior which was also the trend 
observed in the case of  young adults in the Philippines: 
stronger gamification was associated with higher intent 
to repurchase and recommend. The data we provide 
strongly support the propositions of  Caponpon et al. 
(2023) that gamified elements are influential in raising 
the frequency of  purchases and brand advocacy in 
e-commerce, thus generalizing their findings also to other 
types of  brand experiences. Theoretical explanations 
can be based on Self-Determination Theory and Flow 
Theory. The high level of  gamification would probably 
mean that the experience is richer and more intrinsic 
boredom-free - indeed, the respondents showed that they 
find the gamification measures to be “highly immersive 
and engaging” (Mean ~4.27) and such features encourage 
them to do tasks. Thus, the heavily intense gamification 
(with elements such as constant challenges and dynamic 
content) fulfills users’ intrinsic needs of  competence and 
stimulation, respectively thereby giving the empowerment 
to them for the voluntary interaction with the brand. As 
long an activity is internally enjoyable, consumers are more 
likely to form a stable loyalty because their engagement is 
not always driven only by external rewards. Flow Theory 
also gives an explanation to this: a gamified environment 
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challenging tasks can create a flow state. Consequently, in 
such a state, the users lose time, have fun with the activity, 
and establish a good association with the source of  that 
experience - in this case, the brand. Our participants’ firm 
consensus that gamified programs are bringing on the 
frequent new challenges and are fun and interesting along 
the time (means ~4.3) indicates to us that they do so 
flow often. As a result, the brand giving that experience 
will be the one that feels the impact of  it through the 
increased loyalty, consequently. In sum, the literature and 
data all align for the assertion that increasing the scale of  
gamification is a very effective way to build the behavioral 
and emotional fronts of  brand loyalty in the market for 
the young. This addresses the research gap identified by 
scholars like Bohné et al. (2023) as it provides quantitative 
evidence showing that different degrees of  gamification 
significantly influence loyalty, especially in a digitally 
oriented emerging market demographic.

Thresholds of  Gamification Intensity and 
Diminishing Returns
The fundamental question raised in this registration was 
whether or not a point in which increasing gamification 
intensity would yield no additional benefits - and 
maybe even model-back consumer engagement (i.e., a 
diminishing return). From our findings, there is no clear 
evidence of  a downturn or saturating effect within the 
range of  observed gamification intensity. Unlike this, the 
participants` answers suggest that multi-gamification is 
usually what improves or just remediows their loyalty. 
Principally, a big majority showed a readiness to get on 
board with even more gamified experiences: 79.6% said 
that they were “Likely” or “Very Likely” to take part in 
the new gamified brand program. This excitement for 
additional gamifying signifies that respondents didn’t 
experience being“over-gamified” or burnt out; if  “fatigue” 
had been there we should have seen reluctance towards 
joining new programs. Moreover, the respondents who 
had been engaging with gamified brand programs for 
lengthy periods have shown a high level of  engagement 
and loyalty. About a third of  the sample population had 
been deliberated to be long-term users. Their loyalty levels 
were just as high as those of  new users, even though they 
had participated for just over a year. This extended stay 
of  mindfulness has been mainly due to the absence of  
gamification fatigue appearing, even among the long-
term users. The scatterplot of  intensity and loyalty 
relationships also presented a positive linear correlation 
with no evident saturation effect in the highest intensity 
levels - even the participants with the most intense game 
ratings displayed high loyalty scores. Focusing back on 
these points, we did not observe a threshold beyond which 
the intensity of  gamification started eroding effectiveness. 
Our findings are somewhat in contrast with a concern 
laid out in the literature about potential gamification 
saturation. Some scholars have hypothesized that there 
might be a point at which too many game elements or too 
intense of  a gamification could overwhelm users or look 

fake, thus reduce its efficiency. However, in this research, 
the levels of  gamification as implemented by popular 
brands and experienced by our respondents were on 
the positive range. The users kept on reacting positively 
until the highest reported intensity, with no significant 
abandonment in loyalty metrics.
There are multiple possible causes of  no observed 
diminishing returns. Primarily, the gamified experiences 
of  the respondents may be impeccably designed and 
command a balance of  rewards and challenges without 
causing frustration or boredom. The survey items 
represent that users see themselves funnily challenged and 
interestingly motivated by these features, suggesting that 
gamification hits a “sweet spot”. As per Flow Theory, if  
the challenge level gets to adjust with the user’s skills and 
does not get too easy or too difficult, the user remains 
in flow and does not get disengaged. The accompanying 
assertion of  high enjoyment reported indicates that the 
gamified apps have largely accomplished such balance 
thus ensuring that there is no user burnout. Secondly, 
viewing this through the lens of  Self-Determination 
Theory, it seems as if  the gamification elements are being 
the biggest supporters of  the intrinsic motivation than 
being the underminers of  it. The significant danger of  
heavy gamification is the potential of  it turning the user’s 
attention to extrinsic (points, prizes) rewards to such extent 
that the intrinsic joy decreases – a phenomenon referred 
to as the overjustification effect (Deci & Ryan, 1985). 
Nonetheless, our respondents have once again confirmed 
their opinion that the experiences are immersive and fun 
just the way they are, hence, the intrinsic motivation is 
still high. The extrinsic rewards (points, badges) given are 
possibly the factors that keep supporting the joy of  the 
experience without entirely hindering the intrinsic grade. 
In this way, users are not pushed back; they do not feel 
fooled or tired by gamification, but in contrast, rather 
find it as a facilitator to their brand interaction. Further 
evidence comes from the emotional indicator referring 
to the removal of  gamification: respondents moderately 
agreed that they would feel disappointed if  a brand 
removed gamification features (Mean = 3.98). Despite 
being slightly below other loyalty measures, this still-
positive value shows that the consumers started to regard 
gamification as an integral part of  the brand experience. 
Furthermore, the withdrawal of  it would decrease their 
satisfaction, but since this score isn’t higher, it supports 
that the game features are not the only factor for their 
loyalty. To put it differently, they appreciate gamification 
but have not reached a state of  being depleted or 
completely driven by it yet. Their point of  view is 
consistent with the literature, which points out that, 
within markets like the Philippines, gamification tends 
to lead not so much to heightened emotional attachment 
but to short-term behavior change (e.g., more repeat 
purchases and increased activity) more readily. It is that 
buyers need emotional connection, but that connection 
is not only based on the game. Also, it might be that 
additional relationship building is required. Therefore, we 



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didn’t find any threshold effects, but the quality of  loyalty 
(transactional vs. emotional) should be closely monitored. 
Also, brands should combine gamification with other 
strategies (value alignment, building a community) to 
ensure the customer loyalty remains long-lasting and is 
not only temporarily depending on rewards.
The study intra-empirically watches “more gamification” 
as the better technique for loyalty with no signs of  
diminished returns in user engagement or loyalty metrics 
at any point. This finding essentially counterpoints the 
theoretical risk of  gamification fatigue – at least for the 
young Filipino consumer gamification remains a welcome 
and effective tool for engaging. It looks like the market 
has not yet reached the point where users get tired of  the 
gamified experiences. On the contrary, the appetite for 
gamification is still very healthy, as seen by the fact that 
they are the ones requesting for the most new gamified 
programs to join. Undoubtedly, this does not exclude the 
possibility of  a saturation threshold being present in other 
contexts or if  the tactics of  gamification are misapplied. 
Our findings suggest that as long as the design of  the 
gamification concentrates on joy, on a balanced challenge, 
on meaningful rewards (which thereby cause intrinsic 
motivations), this can be intensified without ostracizing 
users. The Philippine setting, with its expanding digital 
ecosystem, might further signify that gamification is still 
perceived as something novel and fun, thus prolonging 
any onset of  fatigue typical to mature markets.

Philippine Digital Landscape and Generational 
Context
This observation is particularly true in the case of  Gen Z 
and millennial consumers. As stated in the introduction, 
the digital proficiency of  Filipino young adults is amazing; 
they are among world’s top digital users, spending on 
average 5.5 hours on social media daily and searching for 
the interactive and visually rich content. This inclination 
towards interactivity has created a new form of  market 
for gamification. Our sample’s lively reaction to gamified 
brand strategies can be taken as proof  of  this vicinity. The 
gamified features employed by leading Philippine brands 
(for example, Shopee’s coin rewards, GCash’s games, 
and various shopping “luck draws”) have conditioned 
the consumers to the fact that brand engagement should 
be both entertaining and lucrative. This attitude appears 
to be evident in the data: most of  the respondents not 
only participate in this type of  activity frequently, but 
they even look for brands which have such promotional 
offers. Culturally, young Filipinos tend to be collectivist 
and value harmony, which correlates with our finding 
that competitive gamification (like leaderboards) was 
less effective. Instead, the strategies that help users to 
enjoy the rewards without directly competing are better 
suited to local preferences. The predominance of  Spin-
the-Wheel games and redemption points in our survey 
outcomes brings forth the notion that Filipino consumers 
show increased responsiveness to direct rewards and 
a sense of  “community win” where everyone benefits 

rather than a sole victor which is more typical of  a 
competitive environment. Furthermore, according to 
the literature, Filipino Generation Z and millennials 
are very price-oriented while also being value-driven in 
their purchasing decisions. Gamification taps into this 
by offering perceived added value (discounts, bonuses, 
exclusive perks) for engagement. Thus, the good return 
for gamification rebated in part because of  the addition 
of  the peripherals in a price-sensitive market making the 
brand more attractive. The exposure of  the new feature 
economics clearly shows why points collection was the 
no.1 feature since it speaks directly to savings/freebies 
which resonates the most values.
The freshness factor and the fast-paced digital journey are 
other aspects of  the local context. The Philippines’ digital 
economy has been among the most promising in recent 
times, brands have been shifting to digital marketing and 
gamified marketing. Young consumers, for their part, 
have been adorable observers in this process such as a 
massive uptake of  the gamified platforms in e-commerce 
and fintech. As the trend is pretty much new, gamification 
remains to be a vibrant tool that displays novelty and 
attracts customers. Many respondents declared they had 
lately only started using gamified programs for a few 
months up to a year, which is representative of  a big group 
of  the population, as these are common experiences not 
yet daily and habitual for them. This could be a potential 
reason for the uniformly positive reception – the sector 
hasn’t had gamification long enough to permit significant 
fatigue to take place. Besides, the urban concentration 
of  our sample which predominantly comprises Metro 
Manila residents has already exposed them to a hyper-
competitive brand marketplace with companies rolling 
out new gamified campaigns in an attempt to divert 
attention. This competition not only enriches the quality 
of  gamification (brands are iterating and investing in 
better game designs to distinguish themselves), but also 
results the strong loyalty outcomes we observed. Urban 
Gen Z and millennials possibly now see gamification as a 
standard feature in brand interaction. For them, a brand 
without any interactive or gamified element can feel less 
engaging or just plain stagnant. This mainstreaming shift 
in expectation that engagement should be enjoyable and 
participatory further amplifies the role of  gamification in 
loyalty. If  done well, it satisfies the expectations of  young 
consumers, it entertains them, increases the gratification 
and gratitude of  the brand. On the other hand, our 
findings have a minor caveat (emotional loyalty being 
slightly lower than behavior loyalty), which suggests that 
even though gamification is a strong brand tool, perhaps 
Filipino companies still require to build deeper narratives or 
a community around their products. Filipinos are youthful 
and want to play but they are also the ones that connect with 
brands that match their values and provide social interaction. 
Gamification can be the key to increase engagement, but in 
this context, the long-term loyalty will also be built by factors 
like brand authenticity, community belonging (perhaps 
through social gamification features), and stable value.



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Overall, our study confirms that the Philippine Gen Z 
and millennial audience is very open to gamification and 
the contextual effect of  the local digital landscape is to 
magnify the impact. The cultural gear for fun, rewards, and 
social sharing line up with gamified marketing to produce 
a strong payoff  in brand loyalty when these strategies 
are in place. These findings can not only validate the 
theories globally in the country settings but also give the 
practitioners insights: entering investment in gamification 
- especially the kind that brings enjoyable challenges and 
immediate rewards - can substantially boost the loyalty of  
young consumers. Brands must note cultural preferences 
(for example, collaborative games over competitive 
ones) and continue to innovate gamification features to 
keep the experience novel. In this way, they can sustain 
the high levels of  engagement and loyalty shown in our 
results, while at the same time work on converting that 
engagement into emotional commitment that lasts with 
their Filipino millennial and Gen Z customers.

CONCLUSION
Our research has quite clearly evidenced a strong positive 
correlation with the gamification intensity and the brand 
loyalty of  the young adults in the Philippines, with a 
corresponding Pearson correlation coefficient of  r = 
0.81 which redistributes the doubt of  the null hypothesis. 
One of  the main arguments of  this study is that properly 
gamified experiences, which include a lot of  elements such 
as constant updates, immersive participation, and a simple 
but effective reward scheme, are the major drivers of  the 
brand loyalty both in behavioral and attitudinal terms. 
The reported gamification features in the various young 
adult groups studied which collected points, badges, 
and finally the interactive mini-games proved to be the 
most efficient drivers of  user engagement. They are the 
ones giving the energy to psychological needs such as 
competence and autonomy, which were indicated in the 
Self-Determination Theory, and at the same time, they 
are playthings of  consumers’ desire for entertainment, 
ease, and instant gratification. This kind of  combination 
between the motivations from outside the self  and 
enjoyment from within oneself  makes the implementation 
of  gamification a special marketing tool.
Besides, the argument to support that the intensity of  the 
game not just being present but also active is essential in 
fostering consumer loyalty is hard to be beaten at all. The 
level of  gamification chalking out the cyclonic course, 
i.e., throwing in more of  the complexity, less of  the 
organization, and more of  the design, emotional loyalty 
grows through this high rate of  repurchase, customer’s 
product recommendation, and emotional bonding. Yet, 
it is worth mentioning that no tangible returns have been 
observed because of  the high level of  the game played in 
the area. Hence, it is implied that gamification fatigue and 
oversaturation have not been identified as serious threats 
among the young individuals of  the Philippines during 
the levels studied.
The exploration also emphasizes the effect of  contextual 

settings and customers’ psychology on the efficiency 
of  gamification techniques. Being deeply influenced 
by collective but digital natives cultures, Filipino young 
adults proved a substantial tendency towards gamified 
systems that provide cooperative or non-competitive 
rewards. This cultural interpretation is vital for marketing 
specialists trying to effectively localize strategies within 
the Southeast Asian region.
To put it in very simple terms, from the examination, 
gamification does not just shine as a short-term as a 
marketing gimmick but it is coming out as a framework 
that is in sync with the growth of  digital space and the 
cultural propensity that comes with it. For companies 
desiring to further strengthen the consumer bond, 
especially in the Philippines, a market that is still growing, 
the development of  variable, engaging, and culture-
oriented games will for sure have a very positive effect on 
customer loyalty and the brand’s value.

Recommendations
For Consumers. Young adults should be aware of  how 
gamification influences their brand perceptions. Being 
mindful of  reward-based strategies can help them make 
more informed, value-driven purchasing decisions, and 
avoid manipulative marketing tactics.
For Marketers and Businesses. Enhance participation 
and loyalty through the application of  properly planned 
gamification techniques including points, badges, and 
non-competitive rewards. Prioritize personalization, 
regular updates, and simplicity, primarily directed at the 
urban and student sectors. Be vigilant for strains of  
fatigue in user interactions, and apply the conforming 
adjustments.
For Academia and Scholars. This research is a 
demonstration of  the capacity of  gamification in the 
marketing sector, and a means of  propelling new 
theoretical models of  development. Subsequent studies 
would involve tapping into and expanding the different 
psychological constructs involved, as well as the use of  
technology such as artificial intelligence and augmented 
reality in gamified branding.
For Future Researchers. Expand studies to include 
broader demographics and regions outside Metro Manila. 
Use experimental designs to isolate the effects of  specific 
gamification elements and assess industry-specific 
applications beyond e-commerce.

Compliance with Ethical Standards
This research is ethically compliant as it was based on 
ethical principles that were strictly followed in the entire 
research process. This principle is mainly focused on the 
respect for persons, justice, and beneficence.
The study was conducted on voluntarily basis. The 
participants received an invitation to participate that was 
sent through an online survey with an explicit and cordial 
cover letter presenting the design and objective of  the 
research. The researchers provided the students with the 
information that the research was about examining the 



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correlation between gamification intensity and young 
adults’ brand loyalty. Therefore, only individuals who 
have already tried gamified elements of  the brand such 
as loyalty programs, branded mobile app challenges, or 
online rewards systems were encouraged to participate.
The research group made sure that the data collection 
process was in full compliance with the Data Privacy 
Act of  2012 (RA 10173) of  the Philippines and the 
General Data Protection Regulation (GDPR) of  the 
European Union. No personally identifiable information 
was collected. The responses were anonymous and were 
safely kept, the only ones to get access were the research 
team. The information gathered will be used only for 
research and will not be shared with anybody else or for 
any merchandizing activities.
 
Acknowledgements
The researchers would like to acknowledge the following 
who gave their utmost contributions in the successful 
writing of  this research paper.
Erika F. Bacay. The Business Administration Professor in 
Far Eastern University Roosevelt for her utmost guidance 
and technical expertise in the conduct of  the study.
Sheila D. Mitra. The Quality Assurance Manager of  
Bonchon Chicken Philippines, Scottland Food Group 
Corporation. for her utmost support and technical inputs 
in the conduct of  the study.
Reginald P. Arimado. Statistician in San Beda University 
for his expertise in editing the statistical structures of  the 
research paper.
Far Eastern University Roosevelt. For supporting and 
giving support and the opportunity to conduct the study.

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