Gamification turns everyday brand interactions into addictive experiences by tapping into human psychology, but it must be used responsibly. By leveraging challenges, points, leaderboards and rewards, brands are turning mundane interactions into compelling experiences that keep users coming back. But how exactly does gamification work on the brain, and why is it so effective at deepening brand engagement? Milestone rewards (badges, trophies) reinforce commitment. McDonald's Monopoly: Scarcity and instant winsMcDonald's long-running Monopoly campaign blends instant rewards (free fries) with long-term goals (winning big prizes).