Level-Up Bonuses: How Tiered Loyalty Programs Shape UK Entertainment Habits

From advancing your in-game abilities to reaching new adventures, leveling up has long been an integral part of video games. The ability to level up not only attracts players eager to show their abilities but also encourages existing players to play more regularly and refine their gameplay.

However, leveling up is no longer reserved for just video games. Through the gradual spread of gamification, tiered systems, particularly loyalty systems, can now be found in many other industries. From retail loyalty perks to online casinos and almost everything in between, the ability to level up helps maintain consumer engagement.

Below, we will look at how this gamification trend is being used to continuously engage fans of UK entertainment through unique rewards, epic challenges, and competitive leaderboards.

The Psychology of Leveling Up

The appeal of leveling up is something that can be traced back to the core of human psychology. As human beings are naturally goal-oriented, most of us seek recognition, reward, and the feeling of momentum that shows we are making progress.

Because of this, unlocking a new level, seeing a progress bar inch toward 100%, or even unlocking a small badge that appears on our online profile has a measurable effect on us. When reaching a goal, small amounts of dopamine are released in our brains, making us feel happier and more accomplished.

This release of dopamine creates a cycle that encourages us to do better and advance in pursuit of more dopamine. When achieving progress, the release of additional dopamine again encourages further advancement, reigniting the cycle.

Part of the psychology of these systems is also a continuous focus on the next level. Whether it be checking to see how many points can be earned or what experience is needed to unlock a new skin, achieving one level automatically moves our focus onto achieving the next level.

Often, little attention is paid to the methods used to get to the next level, with the cost (whether monetary or in terms of time) often becoming secondary to the goal of reaching that destination. This singular focus on progression helps make engagement more enjoyable, interactive, and immersive.

Loyalty Programs Across UK Entertainment

As mentioned, gamification that utilizes the human need for progression is used in almost every industry. Sometimes, its use is obvious, while other times it comes in a manner that encourages engagement without consumers realizing it.

Across UK entertainment and retail, examples of this trend are everywhere. Here are some of the most notable ones:

Spotify Wrapped

Although unlikely to be seen as a form of gamification by subscribers, the popular music-streaming service Spotify has been using a novel form of progression since 2015, when it released “Year in Music.” Spotify later rebranded this to the now-popular Spotify Wrapped.

Despite not offering any real progression, Spotify Wrapped, which calculates the total hours of music you listened to and provides shareable lists of top songs and artists, offers a badge of honor that can be shared with others. In many cases, friends or family may even compete to “outlisten” each other during the year.

The feature, which many initially saw as a gimmick, creates an annual stir on social media and encourages users to continue listening. The concept has worked so well that even another major streaming service, Netflix, began experimenting with badges that it would assign for specific viewing habits. Ultimately, however, it decided not to.

Fashion and Beauty Stores

Major retail brands in the fashion and beauty industry have also turned to gamification to encourage loyalty and retention. The most recent of these is ASOS, which launched a new tiered loyalty scheme called ASOS.WORLD in 2025.

Using shoppers’ annual spending data, the brand now assigns various loyalty levels to customers. These tiers give access to free next-day shipping, exclusive discounts, and early sales access. The simple system encourages consumers to spend more to attain higher loyalty tiers, which come with better exclusive rewards.

Although new to ASOS, the concept of tiered loyalty is not new to the industry, with Cult Beauty launching its loyalty system, Cult Status, in 2022. Offering one Status Point for every £1 spent, the program also offers tiers that give special discounts and access to exclusive offers.

Casinos

Casinos, both online and brick-and-mortar variants, have also adopted the same ecosystem of gamification. Offering continually elaborate VIP loyalty programs, operators must offer better and more attractive rewards to stay ahead of the competition.

This is particularly true for new entries into the market that are competing with larger operators. In order to attract a growing player base, these newer operators must offer enticing rewards and systems as customers become more and more expectant of gamified experiences within the industry.

Casinos and Level-Up Loyalty Systems

Part of the challenge for new casino operators is developing a loyalty system that is not an exact replica of those offered by other brands. With the iGaming industry in particular having meticulously refined the tiered loyalty system, this is not easily accomplished.

Almost all casino loyalty or VIP systems work on the same basis, usually with tiers like Bronze, Silver, Gold, Platinum, and Diamond (or VIP). Although these tiers may sometimes be named differently to fit the brand and theme of the site, they still follow the same basic design.

Players level up or increase their tier based on their play behavior and how much they wager. This is typically measured on an annual basis, with leveling up processed immediately, and moving down a level is only done at the end of the period under review.

The rewards or benefits offered are personalized per player and depend on their current tier. While Bronze-tier players may only receive a few free spins weekly, Silver-tier players may receive those alongside some cashback offers.

Gold, Platinum, and Diamond players, however, often have access to much more rewarding offers. These can include higher withdrawal limits, faster withdrawal processing times, more generous bonuses, early access to promotions, invitation to exclusive events, personal account managers, and more.

All these tiers and rewards help players feel more engaged with their chosen operator and help foster trust between the player and the platform. For operators, these rewards, which come at a significant cost, are worthwhile due to the increased player retention they generate.

It is important to note, however, that while most casinos utilize a similar structure for tiered loyalty systems, each is tailored to each casino’s branding and user experience. Therefore, players should always research the merits of each system offered by new casinos at CasinoHawks or established operators before signing up and depositing real money.

Why Loyalty Feels Fun — and Sometimes Risky

While some loyalty systems, such as those offered by casinos, come with tangible rewards, others offer only those that grant recognition or a sense of achievement. Regardless of the type of reward, they are curated to make customers or players feel appreciated and as if they have enjoyed earning their achievement.

This sense of entertainment is further heightened by the slight feeling of risk that comes with leveling up. Whether it be listening to music at work when you shouldn’t be or spending an extra dollar on a quick wager, striving to reach the next level can come with inherent risks. These, however, make the adventure all the more enjoyable and the reward all the sweeter.

Conclusion

Leveling up is certainly no longer just for video games but is accessible in various entertainment sectors across the UK. While many brands and companies are using it to foster greater retention and revenue, the reward for consumers is two-fold.

In addition to offering rewards or badges of honor, these systems turn routine shopping or gaming experiences into more enjoyable adventures that make loyalty something consumers seek and wish to share.