Games marketers play to retain customers: can metaverse be a gamechanger?

Purpose The realms of gamification and the metaverse have long intrigued audiences. As digital interactions increasingly shape our daily lives, businesses are finding innovative ways to build lasting connections with customers. By offering personalized experiences, companies can foster deep relationships with their consumers. This article examines how metaverse-based gamification can enhance customer retention, proposing a model that transcends traditional engagement methods to inspire and sustain relationships through active interaction. Design/methodology/approach This study had Indian users, using a specially designed questionnaire offering contextual data and elaborate descriptions. Purposeful sampling was used on the respondents between 18 and 45 years old, both males and females. Structural equation modelling (SEM) and partial least squares (PLS) analysis were used with SmartPLS 4.0 software to analyse the data's predictive relevance of behaviour towards the metaverse. Findings The results indicated the main predictors of retention, showing that gamification approaches in metaverse settings significantly improve retention behaviour. User engagement positively correlated with gamification success, emphasizing the importance of interactive experiences for users. The research asserted that digital avatars, virtual reality features and gamified settings play a significant role in instilling customer interest and loyalty. Research limitations/implications The present research set a new paradigm for understanding how psychological aspects interact with game components to influence consumer behaviour in virtual environments by extensively exploring the relationships between gamification, user engagement and customer loyalty. Moreover, the development of hypotheses linking gamification to consumer psychology and engagement provides the groundwork for future empirical studies and theoretical advancements. Originality/value The novelty of this research is its focus on the need to develop metaverse spaces catering to particular target audiences. This offers important learning for businesses and developers looking to craft interactive spaces. The research adds to existing knowledge about metaverse consumer behaviour with a proposal that businesses can improve customer loyalty by adding gamification and interactive elements to their platforms.