GameLayer is a flexible gamification, engagement and loyalty platform. Missions, streaks, leaderboards, achievements, and rewards — configured from a dashboard with integrated AI, all powered by a simple REST API.
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Building blocks that connect. Design repeatable loops, tune behaviours with rules, and evolve programmes over time. GameLayer is built AI-ready: our OpenAPI specification means tools like Copilot and Cursor can read it directly — describe what you need and the AI writes the integration code. Most teams are connected in hours, not sprints.
Connect GameLayer to your product once and it runs from there. Engineering integrates via REST API — then your team controls everything else from the dashboard.
Launch campaigns, update missions, and change reward logic all from the dashboard. Your team moves at marketing speed — engineering ships once and stays focused on the product. And when you need something new, just describe it: the built-in AI agent drafts the mission, reward, or rule for you to review and approve.
Decide who gets what, when, and how much. Set eligibility, control budgets, and tune performance from a dashboard built for people who run programmes, not engineers who build them.
Activate rewards when users arrive somewhere that matters — a store, a venue, a destination. Drive real-world footfall and engagement without a single line of custom location code.
Goals that pull users forward. Design multi-step sequences for onboarding, learning, referrals, or any behaviour that matters.
Turn repeat behaviour into a habit loop. Streaks create consistent momentum that outlasts any promotional campaign.
Permanent rewards that build status and long-term motivation. Designed to be earned, shown off, and pursued again.
Progression users can see and feel. Each level unlocks new states, status, and escalating challenge.
Individual, team, or segment-based rankings. Friendly competition drives participation better than almost anything else.
Randomised rewards that create genuine surprise. Configurable odds, budgets, and eligibility keep them sustainable.
Convert effort into tangible outcomes. Guaranteed rewards, redeemables, or perks — all with controlled budgets.
Prize draws based on participation or eligibility — ideal for campaigns, milestones, and periodic events.
Lightweight interactive moments for knowledge, onboarding, and engagement — standalone or embedded in missions.
Power earning and spending loops with configurable balances and progression tailored to your programme.
No templates to learn. No spec to write. Just describe the outcome you want.
GameLayer's dashboard now has an AI agent built in. Tell it what you want — a streak that rewards weekly logins, an achievement for first purchases, a mystery prize for new sign-ups — and it drafts the mission, the rules, and the rewards for you.
Review the suggestion, tweak anything you want to improve, and approve. Your gamification system grows the moment you describe what you need — no spec, no backlog, no waiting on engineering.
Somewhere out there, your next mission is waiting.
Turn physical presence into a reason to engage. When users arrive somewhere that matters — a store, a venue, a landmark — GameLayer surfaces the right mission, reward, or challenge automatically. No custom development. No manual effort.
A single engine that can be tuned to any context. Configured for your users, your rules, your product. See how our gamification platform has been put to work across industries.
Flying is transactional. Everything in between doesn't have to be. GameLayer introduced rewards for non-transactional member actions — giving Finnair Plus members reasons to engage with the brand between bookings and building emotional connection that turns occasional flyers into loyal ones. Members earned points for profile updates, content engagement, and app interactions rather than flights alone. The programme helped sustain monthly member activity and strengthened brand sentiment between purchase cycles.
Reima GO turned physical activity into an adventure. Kindergarten children's movement was tracked and translated into progress on a journey around the world — with teachers and kids choosing missions together, each one a learning opportunity about a new place. Kindergartens reported high daily participation as children competed in team missions and tracked progress across the term. The programme extended Reima's brand relationship beyond product purchases into active family lifestyles.
GameLayer powered the Veikkaus loyalty programme — engaging members through non-transactional missions that earned XP, redeemable for rewards. A location-based extension brought the programme into the real world, activating members at physical venues and turning passive membership into active participation. Veikkaus Points demonstrated that a regulated national lottery operator could run sophisticated gamification at scale with location triggers and mission-based engagement.
Step-Up gets employees moving — and keeps them moving. Activity targets connect to a reward catalogue employees get to choose from, leaderboards turn individual effort into friendly team competition, and streaks make showing up feel worth it. A GameLayer product.
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Chosen by marketing and product teams who need gamification and engagement to show up in the numbers — not just in a pitch deck. Built for programmes that run in production, not just in demos. Unlike point-based loyalty tools focused on transactional rewards, GameLayer also supports non-transactional engagement — missions, streaks, achievements, and location triggers designed to build emotional connection between purchases.
Stop relying on promotions to keep users coming back. GameLayer builds the habit loops — missions, streaks, and rewards — that create long-term engagement without burning your budget on one-off campaigns.
People stay when they can see they're getting somewhere. XP, levels, and achievements make progress impossible to ignore — giving users a reason to return that no push notification can replicate.
Individual actions become shared experiences. Teams, leaderboards, and friendly competition turn your user base into a community — driving participation through belonging rather than pressure.
Launch fast. Evolve without engineering. Control rules, eligibility, budgets, and rewards from a dashboard — not a backlog. Your marketing team moves at marketing speed.
Your engineering team's AI tools integrate with GameLayer automatically — read the spec, write the code. And inside the platform, AI helps your marketing and product team build missions, rewards, and rules just by describing what they want.
Based on aggregated outcomes across different GameLayer implementations. Metrics vary by implementation and use case.
The best engagement programmes aren't campaigns. They're part of the product. Built to run, built to evolve, and built to keep users coming back long after the launch excitement fades. And when you want to change something — a mission, a reward, a rule — your team does it from the dashboard, in real time, without having to touch the code.
Plans from €100/month. No feature-gating — the full mechanic set on every plan.
Download the developer kit, send your first event, and see results in your dashboard.
REST API with examples in JavaScript, Python, C# and curl. Postman collection with auto-discovery included.
GameLayer's AI helps you build your programme — missions, rewards, and rules, just by describing them.
GameLayer is an API-first gamification, engagement, and loyalty platform for marketing and product teams. It provides missions, streaks, leaderboards, achievements, and rewards through a no-code dashboard, backed by a REST API for developer integration. Founded in 2012 and based in Finland, it has powered some of the largest loyalty and engagement programmes in Finland for Finnair, Veikkaus, Kesko, and Reima.
Unlike point-based loyalty tools focused mainly on transactional rewards, GameLayer is built around non-transactional engagement mechanics — missions, streaks, achievements, and location triggers — designed to build emotional connection with a brand. It also includes a built-in AI agent that drafts missions and rules from plain-language descriptions.
GameLayer supports missions, streaks, achievements, level-ups, leaderboards, mystery wins, prizes, raffles, quizzes, and virtual currencies. These can be used individually or combined into multi-step engagement programmes, configured via a content dashboard without engineering involvement.
GameLayer pricing starts at €100/month for up to 1,000 monthly active users (Starter plan) and scales based on actual usage (active users). Every plan includes the full platform — all mechanics, the content dashboard, and unlimited API calls. A free plan is available for testing up to 100 users with no credit card required.
Yes. GameLayer powered the Veikkaus Points programme — one of the largest gamification projects in Finland — for Veikkaus, Finland's national lottery and gaming operator, including non-transactional missions and location-based engagement extensions.
Yes. GameLayer provides a full OpenAPI specification that AI coding assistants like GitHub Copilot and Cursor can read to generate integration code automatically. The platform also returns structured JSON player-state data (missions, streaks, levels, rewards) suitable for AI personalisation engines and LLM-powered workflows.