If you're in the auction world, you've likely asked yourself: How can I get more people to engage, bid, and come back for more? The answer may not be more advertising or lower reserves - it might be better incentives.
Recently, I shared a LinkedIn article exploring how gamification (the use of game-like mechanics in non-game contexts) can be used to drive behavior in auction environments. Whether you’re running timed online auctions or live simulcast sales, the way you reward participation matters more than you might think.
Rethinking How Auctions Reward Behavior
Most traditional auction formats are built around a winner-takes-all structure. One bidder wins. Everyone else? They walk away empty-handed. That’s the default assumption... but what if it didn’t have to be that way?
That’s where gamification comes in.
Game design teaches us that players (or bidders, in this case) are far more likely to stay engaged when they feel a sense of progress, potential reward, and even small victories along the way. By applying those principles to your auction platform, you can encourage the behaviors you want - more bids, longer session times, higher engagement - without relying on discounts or gimmicks.
A Real-World Example: GBM’s Bid-to-Earn Model
One fascinating example of gamification in action is what GBM is doing with their “bid-to-earn” auction system. In a GBM auction, every time someone is outbid, they get their full bid back - plus a small bonus. This turns losing into a kind of win, keeping people engaged and more likely to bid again.
While the system originated in the blockchain/NFT world, GBM is now bringing it to traditional auction markets and I'm sure that they are going to make an impression. Sellers are likely to see higher first bids, more activity, and ultimately, higher final prices. And bidders? They’re excited to play the game, even if they don’t win.
But here’s my point: this isn’t just about GBM. It’s about the bigger idea they represent.
What Could Gamification Look Like on Your Platform?
Think beyond bidding. Gamification could take many forms on an auction site:
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Reward streaks: Recognize repeat bidders with loyalty perks.
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Mini challenges: Offer micro-rewards for placing a certain number of bids or attending multiple auctions.
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Real-time feedback: Show progress toward goals (e.g., “You’re in the top 3 bidders this week!”).
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Leaderboards: Let participants see where they stand - and make it fun to compete.
None of these ideas require a complete overhaul of your platform. But they do require thinking differently about what motivates your users.
Gamification Isn't Just Play - It’s Strategy
At its core, gamification is about understanding user psychology. People like to feel progress. They respond to incentives. And they love to be recognized for participating, even if they don’t walk away with the prize.
The beauty of auction software is that it already involves high-stakes interaction. Layering in small, thoughtful incentives can take that engagement to the next level.
So here’s the real question:
What behaviors do you want to encourage on your platform - and how are you rewarding them?
Let’s Build Smarter Auctions Together
If the ideas in the GBM model or LinkedIn article sparked something, you're not alone. The auction industry is ripe for innovation, and gamification is a powerful tool for shaping bidder behavior and increasing engagement.
Want to explore how these concepts could work for your auction platform?
Let’s talk. Contact us to brainstorm together.
