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Gamified Retail Fatigue: Study Shows Drop-Off When Rewards Pause
New research shows spin-wheel loyalty programs drive engagement during active rewards. They trigger sharp customer drop-offs when incentives pause. The cost may outweigh the benefit.
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A 2025 study in the Italian Journal of Marketing documented a dependency problem at the heart of gamified retail. Researchers found that 75% of UK fast-food restaurants run loyalty programs. Of those, 93% include gamified elements like spin wheels and progress bars, the study said.
The study tracked user behavior while rewards were active and after they paused. Engagement surged during the reward period. It dropped sharply once the incentives stopped, the researchers said. The pattern creates a tension for retailers. Short-term participation rises. The customer base risks exhaustion.