Fighting for Attention: How Gamification and AI Make Customers Come Back

Mobile apps have long become an integral part of our everyday lives. They not only simplify communication with brands but also provide companies with a powerful tool to attract and retain customers. 

 

Ihor Polych, CEO of the Ukrainian IT company Devlight, shared his thoughts in an interview with SPEKA on why mobile apps are critically important for business, which trends to expect in the coming years, and how artificial intelligence (AI) and gamification are changing the landscape.

 

Mobile Apps – A Necessity for Business

 

According to Ihor Polychh, mobile apps have been critically important for businesses not just recently, but for the past several years.

 

A modern person wakes up and goes to sleep with a smartphone, spends 6-8 hours a day with it, and will likely spend even more. Every brand wants to be present in the most personalised and intimate tool of the person,

— says Ihor Polych, CEO of Devlight.

 

The goal companies aim to achieve through mobile apps is to be present in the customer’s daily life. Interaction through a mobile app allows companies to provide necessary functions and create conditions for self-service, which, in turn, increases loyalty and convenience for users.

 

Mobile Apps as a Strategic Development Tool

 

It’s important to note that for many companies, mobile apps have become not only an addition to the main business but also a standalone sales channel. Furthermore, mobile apps are becoming the foundation for building loyalty and customer engagement in sectors such as retail, e-commerce, and finance. For example, in the banking sector, mobile apps already handle up to 95% of all transactions, significantly simplifying life for users.

 

AI – The Future of Mobile Apps

 

When asked about the impact of artificial intelligence on mobile apps, Ihor Polych responded that AI is already being actively integrated into mobile solutions, but the real revolution is yet to come. He predicts that, in the coming years, AI will become the foundation for all mobile apps, with user experience personalization taking center stage.

 

I predict that AI will become the foundation of mobile apps, 

– emphasises Ihor Polych, CEO of Devlight.

 

One of the trends rapidly gaining popularity in mobile apps is gamification. It helps brands create an emotional connection with users and motivates them to return to the apps.

 

Retention tools, attention-grabbing, gamification—these are the current needs of businesses that mobile apps can address, 

– adds Ihor Polych, CEO of Devlight.

 

Devlight releases its annual “Mobile App Trends” research.

 

Among the key trends in mobile apps for the coming years are:

• Artificial Intelligence: AI will enable the creation of more personalized mobile apps and optimise customer interaction.
• Gamification: The integration of games and competitive elements to increase user engagement and loyalty.
• Engineering Excellence and Security: Data security and protection against cyberattacks are becoming primary requirements for mobile apps.

 

Ihor Polych recommends that businesses planning to create a mobile app focus on three main areas:

• Market Entry Strategy: Clearly define who the app is being created for and how its success will be measured.
• Technological Readiness: Assess whether the company has the necessary technologies and resources to develop the app. Team Readiness: Ensure you have a team capable of managing the project and providing necessary user support.

 

Mobile apps have become a strategic tool for business development, allowing brands not only to be present on mobile devices but also to actively engage with customers, personalize experiences, and address their needs in real-time.

 

Click here to learn more in the SPEKA article.

 

Devlight continues to work on innovative solutions, experimenting with new technologies, and is already a leader in developing mobile apps for both Ukrainian and international brands.