Indian companies play it right with a game they can’t lose

New Delhi: A 25-year-old IT professional from Bengaluru won 500 reward points recently when a pop-up enticed her to spin a wheel three times while she randomly tried on apparel online. Soon, another pop-up showed a list of dresses she could purchase by redeeming those points.

This gamification strategy — where hyper-casual, tap-and-play games are used to engage customers, speed up sales and enhance revenue — has found increasing traction with a host of companies.