A lot can happen in 20 years.

Over the past two decades, social media apps have grown enormously, changing how people connect. Facebook, the largest and one of the most successful social networks globally, had a total of 2.91 billion monthly active users globally as of the fourth quarter of 2021. Coincidentally, other social media apps like YouTube, WhatsApp, TikTok, etc., while inferior to Facebook, have also gained millions of users.

However, as the international internet coverage rate reaches its peak and new users become fewer, the pace of social networking growth is getting slow. From the second quarter to the fourth quarter of 2021 and the third quarter to the fourth quarter of 2022, the DAU growth rate of social media apps was lower than the average of the overall app market, indicating that there is an urgency for social networking players to convert new users and drive up user engagement.

Gamification can fill the need.

Recent Cases


OkCupid has successfully used gamification to create a fun and engaging experience for its users. By adding game-like elements to the dating process, OkCupid has increased user engagement and retention, which has helped the platform grow and thrive.

  • The Matching System: OkCupid's matching system is a game-like feature that helps users find potential partners. Users answer a series of questions, and OkCupid uses an algorithm to match them with people who have similar answers. The matching system is gamified because it presents the matching process as a game where users can earn points for answering questions, and they can see their progress as they move towards higher levels. This gamification element creates a sense of accomplishment and encourages users to keep answering more questions and engaging with the platform.

  • Profile Completion: OkCupid also uses gamification to encourage users to complete their profiles. The platform presents a progress bar that shows users how complete their profiles are. As users fill in more information, the progress bar fills up, and they earn badges for completing different sections. This gamification element encourages users to complete their profiles, leading to better matches and more successful connections.

  • Boosts: OkCupid offers a paid feature called "Boosts," which allows users to increase their visibility on the platform for a limited time. Boosts are gamified because they are presented as a power-up or a temporary bonus. Users can see the number of boosts they have left, and they can earn more boosts by completing certain tasks or purchasing them. This gamification element creates a sense of urgency and encourages users to stay engaged with the platform.


Zepeto creates a fun and engaging experience that encourages users to keep coming back. These techniques not only increase user engagement but also help Zepeto stand out in a crowded social media market.

  • Avatar Customization: The first way that Zepeto uses gamification is through avatar customization. Users can create their avatars and personalize them with a wide range of options, including facial features, clothing, and accessories. This feature is similar to character creation in video games and allows users to express their creativity and individuality. The more customization options available, the more engaged and invested users become.

  • In-App Currency: Zepeto also uses an in-app currency called "Zepeto coins" to incentivize users to engage with the app. Users can earn coins by completing daily quests, participating in events, or purchasing them with real money. These coins can then be used to buy additional customization options or to unlock new features. This system creates a sense of progression and achievement, giving users a goal to work towards and motivating them to continue using the app.

  • Social Interaction: Another way that Zepeto uses gamification is through social interaction. The app encourages users to connect by allowing them to send virtual gifts, play mini-games, and participate in group activities. The more active a user is within the community, the more social rewards they can earn, such as more followers, likes, or comments. This social aspect of the app creates a sense of belonging and encourages users to come back and engage with the community.

  • Limited-Time Events: Zepeto regularly hosts limited-time events that encourage users to engage with the app and earn exclusive rewards. These events can include mini-games, challenges, or special virtual items that are only available during a specific period. By creating a sense of urgency and exclusivity, Zepeto can generate excitement and anticipation among users, increasing their engagement with the app.

How Would OKSpin’s Gamification Solution Help?

If you are a social app publisher/developer, you can see OKSpin’s advanced gamification techniques:

1. For improving your revenue, organic Ad Placement will naturally fit into your social app.

2. To truly gamify your app, OKSpin provides a customized gamification centre to let users play more than 500+ H5 games.

3. With reward systems, the user can enjoy the best interactive online game entertainment and want to engage more.

4. Motivate users to perform better and get more points by competing with their best friends in a game-like environment.

5. For users, they can add more game-like elements to their page to let the audience have fun to drive their engagement.

6. Referring to a friend more interestingly.

7. Provide users with a variety of casual game tournaments, up user performance by ten folds.

If you are a social media market leader or a product owner, please contact us.