Gamification is the term to describe the integration of game mentalities and game mechanics in order to engage users (usually potential customers) and create a competitive feel to the process. Companies across the world have begun using gamification techniques more frequently as a means to engage their customers and keep them coming back to their website (or using mobile apps) more readily.
People tend to have a natural desire for competition. They also have a desire for achievement, being recognized for those achievements, and reward. The main goal of gamification strategies is to reward players for their ability to accomplish certain tasks. For many games that companies are using today, players (customers and prospective customers) can earn points, badges (for achievements), or different levels. Some other rewards can include virtual currency that can be redeemed for coupons or discounts in the future.