“No pain-No gain”: a recipe for successful gamification
06/14/2023
2 min
Share
In this video, Thomas LECLERCQ, professor of marketing, discusses his research on creating an engaging customer experience through gamification, a widely used strategy that companies often misuse.
Gamification refers to the use of game mechanisms in non-game contexts (including challenges, contests, or lotteries). He gives practical advice about how companies can manage the difficulty of such games/challenges to ensure consumers are engaged.
More information is available in the article in the Journal ‘Recherche et Applications en Marketing’ “No pain, no gain! The uncertainty-to-win effect on customer experience quality through gamified interaction” (2022)
Contributor
Discover more Insights
Marketing & Sales
Orchestrating the customer journey: why and how to implement it?
03/02/2026
7 min
Marketing & Sales
Customer experience: how can we tell which companies really care?
21/11/2025
4 min
Management & Society
Why do consumers buy fake luxury goods even when they think it’s wrong?
17/11/2025
3 min
Big Data & AI
AI & sales professions – how to navigate between opportunities and risks?
05/11/2025
4 min