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Using Mobile Gaming to Build Brand Loyalty

Popular mobile applications such as fantasy sports leagues have increasingly been incorporating quizzes, leaderboards and other gameplay elements as ways to increase engagement. Thilo Kunkel and colleagues examined whether these gamification elements also affected consumer attitudes toward included brands, such as the sports teams themselves.

Research found that completing achievement-oriented mobile game activities, such as taking quizzes about a team or predicting the outcome of a sports match, helped fans learn more about their favorite teams. This  new knowledge brought fans closer to the team and increased their loyalty to the brand.