Gamification, Engagement & Loyalty Platform

Make your product impossible to put down

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. Trusted by Finnair, Veikkaus, Samsung, Kesko, and Reima.

GameLayer gives your product team the tools to build gamification and engagement programmes that actually work — missions, streaks, leaderboards, and rewards — without waiting months for engineering.

From national lotteries to airlines. Built for teams running on AI.

See How It Works View API Docs
GameLayer-powered mobile app showing map exploration, location cards, and collectible rewards

ROAM Helsinki - Powered by GameLayer

Quick to launch

Integrate today — ship this week

The complete developer kit — quickstart guide, API cheat sheet, Postman collection, and example clients in JavaScript, Python, C# and curl. Sign up, download, and send your first event in under an hour.

10-minute Quickstart Guide
In-depth Integration Guide
One-page API Cheat Sheet
Postman Collection with auto-discovery
Example clients — JS, Python, C#
curl scripts for core API flows
Direct download, no email required
Production & Dev environments included
Download Developer Kit View API Docs
guides/
quickstart.md
integration-guide.md
cheat-sheet.md
postman/
GameLayer_API.postman_collection.json
GameLayer_DEV.postman_environment.json
examples/
javascript/
python/
csharp/
curl/
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Platform mechanics

Gamification mechanics for user engagement and retention

Building blocks that connect. Design repeatable loops, tune behaviours with rules, and evolve programmes over time — without touching your core app.

GameLayer is built AI-ready. Our OpenAPI specification means tools like Copilot and Cursor read it directly — describe what you need and the AI writes the integration code. Most teams are connected in hours, not sprints.

Platform capabilities
Open API
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.
Content Dashboard
Launch campaigns, update missions, and change reward logic without raising a ticket. 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.
Rules Manager
Decide who gets what, when, and how much — without touching code. Set eligibility, control budgets, and tune performance from a dashboard built for people who run programmes, not engineers who build them.
Location Triggers
Activate rewards the moment 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.
Engagement mechanics
Missions
Goals that pull users forward. Design multi-step sequences for onboarding, learning, referrals, or any behaviour that matters.
Streaks
Turn repeat behaviour into a habit loop. Streaks create consistent momentum that outlasts any promotional campaign.
Achievements
Permanent rewards that build status and long-term motivation. Designed to be earned, shown off, and pursued again.
Level-Ups
Progression users can see and feel. Each level unlocks new states, status, and escalating challenge.
Leaderboards
Individual, team, or segment-based rankings. Friendly competition drives participation better than almost anything else.
Mystery Wins
Randomised rewards that create genuine surprise. Configurable odds, budgets, and eligibility keep them sustainable.
Prizes
Convert effort into tangible outcomes. Guaranteed rewards, redeemables, or perks — all with controlled budgets.
Raffles
Prize draws based on participation or eligibility — ideal for campaigns, milestones, and periodic events.
Quizzes
Lightweight interactive moments for knowledge, onboarding, and engagement — standalone or embedded in missions.
Virtual Currencies
Power earning and spending loops with configurable balances and progression tailored to your programme.
Modular mechanics — use alone or combine to support any engagement or loyalty use case. See the full system.
AI-powered, not just AI-ready

You describe it — AI builds it

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 like, and approve. Your gamification system grows the moment you describe what you need — no spec, no backlog, no waiting on engineering.

You ask
"Create a mission that repeats daily (streak) and rewards users for logging-in to the service - everyday they log-in they earn 50 bonus points and 10 gems."
"Now add an achievement badge that is granted after 25 log-ins and a mystery prize that requires 50 gems to unlock."
No templates to learn. No spec to write. Just describe the outcome you want.
GameLayer suggests
GameLayer AI Mission Builder — daily login streak mission with achievement badge and mystery prize
Real-world engagement

Location-based missions and rewards

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 fires the right mission, reward, or challenge automatically. No custom development. No manual effort.

Examples include
Check-in missions at stores, venues, or destinations
Geo-fenced rewards unlocked in specific locations
City-wide treasure hunts and exploration challenges
Custom content and rewards for visits to specific places
ROAM Helsinki — collectible card unlock at a location
ROAM Helsinki — map view with location pins across Helsinki
Click to visit ROAM Helsinki
GameLayer in action

Gamification and loyalty platform use cases by industry

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.

Finnair Plus
Airline & travel loyalty
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 weekly member activity and strengthened brand sentiment between purchase cycles.
Reima GO
Retail & consumer loyalty
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. Schools reported higher daily participation as children competed in team missions and tracked streaks across the term. The programme extended Reima's brand relationship beyond product purchases into active family lifestyles.
Veikkaus Points
Regulated gaming & lottery
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
Health & wellbeing programmes
Step-Up gets employees moving — and keeps them moving. Activity targets connect to a reward catalogue employees actually choose from, leaderboards turn individual effort into friendly team competition, and streaks make showing up feel worth it. A GameLayer product.
Click to learn more
Finnair
Reima
Veikkaus
Samsung
Kesko
Baaz
Dubbz
Symbaloo
Lahti
SDP
Why marketing & product teams choose GameLayer

Engagement mechanics that work at scale

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 is built around non-transactional engagement — missions, streaks, achievements, and location triggers designed to build emotional connection between purchases.

1
Sustainable engagement by design
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.
2
Progress users can clearly feel
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.
3
Social motivation that scales
Individual actions become shared experiences. Teams, leaderboards, and friendly competition turn your user base into a community — driving participation through belonging rather than pressure.
4
Built for real-world programmes
Launch fast. Evolve without engineering. Control rules, eligibility, budgets, and rewards from a dashboard — not a backlog. Your marketing team moves at marketing speed.
5
AI-native, not AI-retrofitted
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.
75%
of users engaged every week
60%
uplift in brand sentiment
25%
longer session times
200%
more tasks completed
50%
stronger product awareness
40%
more sessions per user

Based on aggregated outcomes across GameLayer implementations including Finnair Plus and Veikkaus Points. Metrics vary by implementation and use case.

Get started today

Engagement that lasts

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 touching the product.

Contact Us View API Docs

Plans from €100/month. No feature-gating — the full mechanic set on every plan.

Integrate today. Ship this week.
Download the developer kit, send your first event, and see results in your dashboard. Sign up takes thirty seconds — then you're in.
Works with any backend
REST API with examples in JavaScript, Python, C# and curl. Postman collection with auto-discovery included. Try in 60 seconds.
Two ways to build with AI
Your team's AI tools integrate with GameLayer natively. And GameLayer's own AI helps you build your programme — missions, rewards, and rules, just by describing them. Whichever direction you come from, it's ready.
Common questions

GameLayer FAQ

What is GameLayer?

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.

How does GameLayer differ from other loyalty programme software?

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 between purchases. It also includes a built-in AI agent that drafts missions and rules from plain-language descriptions.

What gamification mechanics does GameLayer support?

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.

How much does GameLayer cost?

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.

Is GameLayer suitable for regulated industries like gambling or lottery operators?

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.

Does GameLayer work with AI coding tools and AI-powered products?

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.

About GameLayer

GameLayer is a gamification, engagement and loyalty platform designed for marketing managers, product managers, growth teams, and loyalty programme managers. It gives non-technical teams a no-code dashboard to launch and manage engagement programmes in real time — missions, streaks, leaderboards, achievements, rewards, and location-based challenges — while providing developers with a clean REST API for integration.

Marketing and product teams use GameLayer to increase user retention, reduce churn, drive daily active users, and build loyalty without relying on discounts or one-off promotions. Programmes are configured from a content dashboard — rules, eligibility, budgets, and rewards — without raising engineering tickets or waiting for deploys.

GameLayer is used by teams at Finnair, Veikkaus (National Lottery of Finland), Samsung, Kesko, Reima, and others across aviation, retail, regulated gaming, health, wellbeing, and education. Use cases include non-transactional loyalty programmes, employee engagement, physical activity rewards, location-based engagement, and city exploration experiences.

Pricing starts at €100 per month for up to 1,000 active users. All plans include full platform access — every mechanic, the content dashboard, and the REST API. A free plan is available for testing up to 100 users with no credit card required. Full pricing at gamelayer.io/pricing.

GameLayer is registered in Finland, Company Registration 2503589-01, and has been operating since 2012.

GameLayer's dashboard includes an AI agent that builds gamification elements — missions, achievements, prizes, rules — from a plain-language description, for marketing and product teams to review and approve. GameLayer is built AI-ready. The platform provides a full OpenAPI specification that AI coding assistants such as GitHub Copilot and Cursor can read directly — enabling automatic code generation for integrations. Clean, structured JSON responses and event-driven architecture mean AI agents, LLM-powered workflows, and personalisation engines consume GameLayer data natively. Rich player state data — missions, streaks, levels, achievements, rewards — provides the structured context AI personalisation layers need to operate at scale. Organisations building AI-powered products use GameLayer as the engagement layer that drives adoption of AI features — missions, streaks, and rewards that turn AI capability into consistent user behaviour. GameLayer works natively with the AI tools your engineering, marketing, and product teams already use.