A new study led by Professor Thomas Dobbelstein, Honorary Research Professor at the Durban University of Technology (DUT) and Chairperson of the Board at the DUT Business School, has uncovered the surprising consequences of customer dropouts from gamified shopping apps.
Presented at the prestigious 2025 Global Marketing Conference (GMC) in Hong Kong last week, the research explores how customers react when they abandon games embedded in shopping apps, a tactic increasingly used by retailers to grab consumer attention and drive sales. Conducted in collaboration with Professor Stephan Zielke and Dr Kathrin Sinemus from the University of Wuppertal in Germany, the study revealed that when users exited these promotional games prematurely, it did not just lead to lost engagement, it actively damaged perceptions of both the app and the retailer.
“Retailers may believe that gamification automatically boosts customer engagement but the opposite can occur when users feel manipulated,” said Professor Dobbelstein. “Our findings show that users who quit these games often develop negative attitudes toward both the app and the retailer itself.”
The phenomenon was explained by reactance theory, which suggests that when consumers feel their freedom of choice is being restricted, such as by the perceived pressure to continue playing, they react with resistance or even aggression towards the source of that pressure. In this case, it was the app and the retailer.
The experimental studies used a specially programmed app game in which users had to plant and care for a virtual tree, with the promise of a 10% discount voucher if the tree flourished. Those who chose to abandon the game reported more negative views of the app and brand than those who completed it.
So what can retailers do to mitigate this backlash?
“The key is to respect the user’s autonomy,” explained Professor Dobbelstein. “Retailers should make it easy for users to opt out of the game, offer a feedback option after exiting and crucially, inform them upfront about what prize is at stake. Transparency and choice make all the difference.”
An abstract of the study, published in the GMC 2025 Proceedings, is a wake-up call for marketers and app developers using gamified promotions. While these digital experiences can enhance engagement when designed well, they can equally backfire if consumers feel coerced or misled. As the global retail landscape becomes ever more digital and competitive, insights like these, driven by DUT’s international research collaborations, highlight the importance of customer-centric innovation.
Pictured: Professor Thomas Dobbelstein.
Alan Khan
