{"id":27592681,"date":"2026-06-05T10:00:00","date_gmt":"2026-06-05T09:00:00","guid":{"rendered":"https:\/\/www.socialshaker.com\/?p=27592681"},"modified":"2026-06-05T10:00:40","modified_gmt":"2026-06-05T09:00:40","slug":"retention-strategy","status":"publish","type":"post","link":"https:\/\/www.socialshaker.com\/en\/blog\/2026\/06\/05\/retention-strategy\/","title":{"rendered":"Recurring game: a retention strategy to animate your community"},"content":{"rendered":"<p>[et_pb_section fb_built=&#8221;1&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Building a community is good. Keeping it alive over time is better.  <\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">In a context where consumers switch from one brand to another more and more quickly,<\/span><strong> retention is becoming a key performance lever<\/strong><span style=\"font-weight: 400;\">. It is better to build loyalty than to start from scratch with every campaign. That&#8217;s right, <\/span><a href=\"https:\/\/www.init-marketing.fr\/fideliser-un-client-revient-moins-cher-que-d-en-recruter-un\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">an engaged customer is cheaper to activate<\/span><\/a><span style=\"font-weight: 400;\">, buys more often, and even recommends the brand to their inner circle.<\/span> <\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The recurring game then establishes itself<\/span> <strong>as a powerful tool for nurturing this relationship<\/strong><span style=\"font-weight: 400;\">. By transforming the link between the brand and its community into a regular and playful meeting, it establishes a real habit of interaction and embeds the brand into the daily life of its audience. <\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">In this article, we explore <\/span><strong>why this retention strategy works<\/strong><span style=\"font-weight: 400;\"> and how to implement it effectively.<\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2 style=\"text-align: left;\">Why offer recurring game mechanics?<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Offering recurring game mechanics means <\/span><strong>establishing a regular meeting point between the brand and its community<\/strong><span style=\"font-weight: 400;\">. This type of activation (which can be daily, weekly, or monthly) creates a habit of interaction. Each game session becomes an opportunity to: <\/span><\/p>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Visit again (a website, an app, a social media profile, or even a store).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Try their luck once more by playing a new session.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Make progress by unlocking new levels oraccumulating points.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Claim a brand new reward.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">This logic of progressive engagement relies on a simple principle:<\/span> <strong>the power of routine<\/strong>.<span style=\"font-weight: 400;\"> Just like a series followed episode after episode, the user returns to ensure they do not miss a thing (prizes, new game mechanics, partnerships with other brands or content creators, etc.).<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The game thus becomes <\/span><strong>a regular touchpoint<\/strong><b>,<\/b><span style=\"font-weight: 400;\"> independent of any specific commercial operation. It nurtures the customer relationship, stimulates curiosity, and anchors the brand in the daily life of its community. <\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Over time, these playful meetings transform a passive audience into a truly <\/span><strong>active, engaged<\/strong>, <strong>and loyal community<\/strong>.<\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 style=\"text-align: left;\">The effects of recurring games on marketing KPIs<\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">A recurring game acts directly on several key marketing performance indicators:<\/span><\/p>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Recurring visit rate<\/strong><span style=\"font-weight: 400;\">: users return more frequently to the brand&#8217;s channels.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Increased time spent<\/strong><span style=\"font-weight: 400;\">: sessions become longer, strengthening exposure to the brand&#8217;s content and therefore potentially the attractiveness of its offers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Steady traffic flow<\/strong><span style=\"font-weight: 400;\">: the recurrence of a game maintains a steady flow on the site, app, or<\/span><a href=\"https:\/\/www.socialshaker.com\/blog\/2023\/09\/28\/jeux-concours-sur-les-reseaux-sociaux\/\"><span style=\"font-weight: 400;\"> social media<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Higher Lifetime Value (LTV)<\/strong><span style=\"font-weight: 400;\">: by stimulating engagement and loyalty, the game increases the average value of a customer over time.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\">The more these games are integrated into communication channels (stories, newsletters, push notifications), the more they become a <strong>driver of retention and sustainable<\/strong> <span style=\"font-weight: 400;\">audience engagement. <\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 style=\"text-align: left;\">The quintessential example of a recurring marketing game: the Advent calendar<\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: left;\"><a href=\"https:\/\/www.socialshaker.com\/en\/project\/advent-calendar\/\"><span style=\"font-weight: 400;\">The Advent calendar<\/span><\/a><span style=\"font-weight: 400;\"> is<\/span> <strong>the most iconic form of the recurring game<\/strong>.<span style=\"font-weight: 400;\"> Every day, the brand unlocks a new surprise (a mini-game or a prize to be discovered). This mechanic stimulates curiosity and encourages users to return daily to the brand&#8217;s channels.  <\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">To maximize the impact of this recurring game, the key is:<\/span><\/p>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>To choose the launch timing wisely<\/strong>. <a href=\"https:\/\/www.socialshaker.com\/en\/blog\/2025\/10\/03\/digital-advent-calendar-marketing-ideas-and-trends\/\"><span style=\"font-weight: 400;\">The Advent calendar<\/span><\/a><span style=\"font-weight: 400;\"> is typically associated with the end-of-year holidays because it is a very dynamic period in terms of consumption. Buyers are already familiar with the format in its physical version and are inclined to try their luck daily for 25 days because they are actively looking for gifts. However, this principle can just as easily be applied to similar periods such as sales,   <\/span><a href=\"https:\/\/www.socialshaker.com\/blog\/2023\/07\/18\/jeu-concours-marketing-pour-la-rentree\/\"><span style=\"font-weight: 400;\">back-to-school<\/span><\/a><span style=\"font-weight: 400;\">, and so on. <\/span> <\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Vary the mechanics<\/strong><span style=\"font-weight: 400;\"> (<\/span><a href=\"https:\/\/www.socialshaker.com\/en\/project\/quiz\/\"><span style=\"font-weight: 400;\">Quizzes<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.socialshaker.com\/en\/project\/instant-win\/\"><span style=\"font-weight: 400;\">Instant Wins<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.socialshaker.com\/en\/project\/memory\/\"><span style=\"font-weight: 400;\">Memory games<\/span><\/a><span style=\"font-weight: 400;\">) to maintain the interest and engagement of the community.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Adapt the rewards<\/strong><span> to the participants&#8217; progress.<\/span><\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_image src=&#8221;https:\/\/www.socialshaker.com\/wp-content\/uploads\/2026\/01\/jeu-recurrent-calendrier-de-lavent.webp&#8221; alt=&#8221;recurring-game-advent-calendar&#8221; title_text=&#8221;recurring-game-advent-calendar&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2 style=\"text-align: left;\">How to collect customer data with a recurring marketing game<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p><span style=\"font-weight: 400;\">A recurring marketing game is a powerful tool for<\/span> <strong>collecting and updating customer data over time<\/strong><span style=\"font-weight: 400;\">. Each participation becomes an opportunity to enrich the knowledge of one&#8217;s audience (and their CRM): product preferences, purchasing behaviors, centers of interest, or favorite moments of interaction. Unlike a one-off campaign, recurrence allows for tracking the evolution of profiles and keeping a CRM database up to date and actionable. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This progressive collection<\/span><strong> also facilitates segmentatio<\/strong><span style=\"font-weight: 400;\"><strong>n<\/strong>. &#8220;Loyal players&#8221; can be identified to receive exclusive offers, test a new product, or benefit from a tailored relational journey. Data then becomes a lever for sustainable engagement.  <\/span><\/p>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h3 style=\"text-align: left;\">Three tips for collecting relevant data and boosting your retention strategy:<\/h3>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Integrate light and varied questions<\/strong><span style=\"font-weight: 400;\"> into each session (preferences, usage, seasonality).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Mix collection forms with gamification mechanics<\/strong><span style=\"font-weight: 400;\"> that allow for the collection of first-party data (such as <\/span><a href=\"https:\/\/www.socialshaker.com\/en\/project\/open-quiz\/\"><span style=\"font-weight: 400;\">a survey<\/span><\/a><span style=\"font-weight: 400;\">, for example). <\/span> <\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Offer targeted prizes<\/strong><span style=\"font-weight: 400;\"> to encourage participation and form completion rates (personalized discounts, adapted samples).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Regularly update opt-ins<\/strong><span style=\"font-weight: 400;\"> using simple and transparent mechanics, strengthening trust and data quality.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Use a CRM connector<\/strong> with your gamification solution to update your customer database in real time.<\/li>\n<\/ul>\n<p>[\/et_pb_text][et_pb_image src=&#8221;https:\/\/www.socialshaker.com\/wp-content\/uploads\/2026\/01\/jeu-recurrent-quiz.webp&#8221; alt=&#8221;recurring-game-quiz&#8221; title_text=&#8221;recurring-game-quiz&#8221; align=&#8221;center&#8221; _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<h2 style=\"text-align: left;\">Recurring game: optimizing your multi-channel retention strategy<\/h2>\n<p>[\/et_pb_text][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; hover_enabled=&#8221;0&#8243; global_colors_info=&#8221;{}&#8221; sticky_enabled=&#8221;0&#8243;]<\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The <\/span><strong>recurring game<\/strong><span style=\"font-weight: 400;\"> establishes itself as an effective and agile <\/span><strong>multi-channel retention<\/strong><span style=\"font-weight: 400;\"> lever. A single mechanic, deployed across multiple touchpoints, is enough to create a seamless and continuous experience between digital and physical channels. <\/span><\/p>\n<ul style=\"text-align: left;\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Website and applications<\/strong><span style=\"font-weight: 400;\"> host the heart of the animation with direct access for regular participants.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Social media platforms<\/strong><span style=\"font-weight: 400;\"> serves to create the appointment: daily teasing, announcing a new challenge, or revealing the weekly prize (via posts or stories).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.socialshaker.com\/en\/blog\/2025\/09\/19\/emailing-competition\/\">Emails<\/a> <strong>or push notifications<\/strong><span style=\"font-weight: 400;\"> remind users to play again and maintain attention over time.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Physical stores<\/strong><span style=\"font-weight: 400;\"> can use QR codes or kiosks to relay the experience on-site.<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">This<\/span> <strong>consistency reinforces retention<\/strong><span style=\"font-weight: 400;\">: it immerses participants in the brand&#8217;s universe, guarantees a coherent and all-encompassing experience, and makes it possible to be present wherever customers are, while adapting to their habits on each channel.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Once the mechanic is in place, this strategy becomes a <\/span><strong>low-cost animation content<\/strong><span style=\"font-weight: 400;\">that is easy to reactivate throughout the year. Each channel feeds the other, reinforcing visibility, participation, and loyalty without requiring heavy new investments. <\/span><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_column type=&#8221;4_4&#8243; _builder_version=&#8221;4.25.0&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;][et_pb_text _builder_version=&#8221;4.27.5&#8243; _module_preset=&#8221;default&#8221; global_colors_info=&#8221;{}&#8221;]<\/p>\n<p style=\"text-align: left;\"><em>Offer a recurring game<i><span style=\"font-weight: 400;\">, means transforming engagement into a reflex and loyalty into a habit. This approach creates a lasting relationship, strengthens proximity, and keeps the community active over the long term. By integrating   <\/span><\/i><a href=\"https:\/\/www.socialshaker.com\/en\/marketing-campaigns\/\"><i><span style=\"font-weight: 400;\">the playful mechanics of Socialshaker<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, you will continue to surprise, activate, and engage your audiences week after week.<\/span><\/i><\/em><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Building a community is good. Keeping it alive over time is better. In a context where consumers switch from one brand to another more and more quickly, retention is becoming a key performance lever. It is better to build loyalty than to start from scratch with every campaign. That&#8217;s right, an engaged customer is cheaper [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":27588144,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[42,40],"tags":[],"dipi_cpt_category":[],"class_list":["post-27592681","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-animation-de-communautes","category-animation-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Retention strategy: impact of recurring games on customer loyalty<\/title>\n<meta name=\"description\" content=\"How to boost your retention strategy through recurring marketing games and by creating a regular appointment with your brand community.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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