Loyalty is fundamentally about psychology. That is why efficient loyalty marketing predominantly focusses on experience and motivation. The same goes for gamification: applying game-principles makes the interaction more fun and ensures that consumers want to make progress. In five steps, we are going to discuss how you can apply gamification in order to increase customer loyalty. Many loyalty programmes are still focussed on generating extra discounts for loyal customers. Even though this could be justified by low marketing costs for existing customers, you will not set yourself apart from your competition. A better priced offer from your competitor could be enough for you to lose your customers. By shifting the focus from price to experience, you will be unique and distinctive, because customers are reminded of their motivation. Gamification is an ideal approach for this.