4. Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys

Lopes, J. V., & Casais, B. (2025). Longitudinal perceptions of gamified loyalty programs (GLPs): a mix of slot machines and entertainment toys. Journal of Research in Interactive Marketing, 19(2), 268–286. https://doi.org/10.1108/JRIM-10-2023-0383This study examines users’ perceptions of gamified loyalty programs (GLPs) in mobile applications, focusing on Vodafone’s “Yorn Shake It” app. Using a longitudinal qualitative approach, the authors followed five Portuguese users over one month to understand how motivations evolve with repeated interaction. The findings show that initial engagement is largely driven by extrinsic motivation, such as winning physical prizes or bonus data, although some users are intrinsically motivated by fun and collecting elements. Over time, motivations shift: some users begin to value the playful mechanics and enjoyment of the game, while others become disengaged due to repetitive challenges or unattractive rewards, interacting in an automatic or indifferent manner. Rewards play a dual role, acting not only as extrinsic incentives but also as feedback that satisfies intrinsic needs for autonomy and competence. Sustained engagement depends on a balanced relationship between challenge and reward. Strong brand engagement emerges mainly when users value the hedonic experience, whereas reward-driven loyalty tends to be fragile and easily replaced by better offers.