How to Adopt Gamification in a Network Marketing Company?

People like to play games. This is not a surprising statement everyone knows. From our childhood, we are fond of various games with other kids, parents, relatives. The gaming experience can be integrated into any aspect of our life and bring numerous positive changes. That is one more thing that can help network marketing and direct sales companies increase their conversion from reps into true leaders and give additional leverage for influencing the field sales force. But how to adopt it in network marketing company and do it right? No worries, read this article and be all covered. 

Network marketing gamification with Cotano

Gamification Is About Healthy Competition and Fruitful Results (Source: Uncommon League)

What is Gamification?

Gamification is about the integration of gaming activities into various aspects of the business. Speaking about gamification in network marketing companies, it is used not only for increasing awareness of the business but for drawing in new purchasers. Any task requires a high-level engagement of distributors or customers who are interested in rewards.

Network marketing benefits from such a practice significantly. The selling process becomes more enjoyable. Additionally, almost all routine tasks transform into an interesting and dynamic competition that motivates reps to be more active with their responsibilities. It is worth noting that psychological mechanics orchestrate gamification. It explains the fact why this process triggers positive emotions and brings exceptional user experience to participants.

Gamification with Cotano in Network marketing companies

BBC Small Leagues with Adopted Gamification Approach (Source: Bitcatcha)

Among the main psychological mechanics related to gamification are:

  1. Any reward = Dopamine – our body reflects wonderfully when prizes, presents, surprises, and new achievements take place. It is a natural reaction supported by the dopamine neurotransmitter.
  2. Fear of losing anything (prize, victory, an advantage over rivals, etc.) – network marketers often use the traditional wording to force people’s anxiety and arouse interest in competitions with the help of “with-a-step-away triumph” that is possible with minimum efforts.
  3. Social approval phenomena – most people are crazy about various ratings, rewards, special badges for winners, stickers, and other symbols to boast with. For example, the gamification campaign of Duolingo includes a special-purpose label for learners of foreign languages. It shows the level of fluency visible to other users.
  4. Profit appetition – speaking about network marketing, distributors are always in search of ways to get more leads, higher status, and more profit. This is a natural desire more and more, above par. Networking marketing based on the adopted gamification approach increases profit appetition several-fold.

It is worth noting that there are many other psychological factors that trigger emotions in the context of gamification. But the core ones are presented above. Most of the other mechanics are based on dopamine-forced behavior, anxiety feeling, profit-seeking, and social approval. Your gamification can use only one mechanic or several at once in any combination.

Gamification Examples in Business


Starbucks is famous for its gamification campaign called “My Starbucks Rewards”. This technique is presented in the form of a loyalty program to engage more customers and increase sales. Participants of this gamification process are able to get free food and drinks for stars (special rewards) that are given after each bought cup of coffee.

Starbucks’ Gamification as a Loyalty Program – a Banner (Source: Starbucks)


An awesome networking marketing strategy was developed by Cisco. The company had invested in the digital training platform for their employees and achieved great results with the help of gamification. Their staff of 650 reps completed about 13 thousand courses and got online certification.

The Interface of the Cisco Digital Training Platform (Source: Interface Digital Training)

The idea was in several levels of social media certifications that were rewarded with special badges with stars. Most employees state that this gaming process sped up their performance. Now, the company obtains absolutely competent specialists and is ready for new approaches to adopt gamification to other business spheres.

Two Main Types of Gamification

There are two main types of gamification that are used in modern businesses. They are content and workflow gamification approaches. Both practices are adopted to rouse the psychological mechanics mentioned above. But there is a difference between content and workflow gamification:

  • Content gamification – the existing business process is complemented with gamification elements. They do not involve the performance of representatives much but boost their interest in tasks. Examples of content gamification are badges, higher tires, progress meters, etc. Content gamification adoption is rather budget-friendly and fast. 
  • Workflow gamification – this approach requires a transformation of existing mechanics for better gamification performance. For example, representatives get new limits concerning their work (quotas, additional tasks scheduled for every day, specified norms of working performance). Workflow gamification is a more complicated variant but brings high-level results.

If you have already picked sides with the most optimal type of gamification for your business, take a closer look at the golden rules of the most efficient game-discipline activity in networking marketing.

Golden Rules of Gamification

# Rule Description
1 Everyone should win at least one time


  • Stimulate appetite for victories and rewards. Present a small gift for first good results. Then, your prizes should be more and more difficult to get.
2 The rules of your game should be clear to all the participants
  • Note that both customers and reps can play your games. It is better to make your rules as clear as possible. 
  • Explain each stage of your competition and rouse even more interest due to the well-explained regulations.
3 Provide several ways to win
  • Always provide an alternative to participants. Instead of sales and purchases, ask reps to do other tasks (send messages, consult leads, etc.).
  • The more ways to win, the more desire to take part in your gaming activities.
4 Take a long run
  • Be ready that gamification is a long process. Do not wait for results right tomorrow.
5 Rewards should be neither over-complicated nor overemphasized
  • Remember about your own profit. Do not decide on too expensive prizes. Find rather budget-friendly but pleasant gifts for winners. 
  • Consolidation prizes should be the cheapest, the grand reward should be of the highest cost.
6 Celebrate everyone, not only top performers
  • Do not disappoint people who participate in your game. Even the 100th rep is worth your praise like the top-3 performers of your competition. 
  • Celebrate everyone but stimulate more and more employees or customers to achieve new heights.
7 Segment your participants and decide the winner for each segment
  • Why not decide winners in each segment to celebrate more performers?
  • Segmentation can be based on location or other criteria like type of the group, departments, etc.

To Sum Up: Why Use Gamification in network marketing?

Any business can benefit from gamification adopted to the networking marketing campaign the following way:

  1. Engage sales reps and educate newcomers – any training practice can be presented in the form of interactives and competitions.
  2. Motivate leaders of the company – lack of motivation is one of the most dangerous challenges for standing employees. Gamification pushes leaders’ way out of their comfort zone and forces them to be more active.
  3. Adopt a true activation booster – like boosters in video games for weak characters, gamification improves performance even of the most passive participants (customers with no orders and salesmen with poor selling statistics).
  4. Optimize workflows and speed up digital transformation – if you provide motivation to your partners with the help of games and interesting interactive tasks, most of the issues related to the implementation of new practices, innovations, and digital solutions will escape.

Gamification is very popular nowadays in different work environments to encourage staff or consumers to take part in competitions arranged by their company. Network marketing and other businesses also use gamification for awareness increasing and engaging leads to participate in group tasks according to the specified rules.