BricqsBricqs
2026 India Buyer's Guide

Best gamification platforms in India in 2026

Indian buyers have specific demands: cricket and IPL support, DPDP Act compliance, regional language readiness, and pricing that makes sense for Indian volume. We compared six platforms used by Indian brands in 2026.

Get Started FreeTalk to us

Picking a gamification or loyalty platform for the Indian market has a different shape than picking one in the UK or US. Cricket and IPL are not edge cases, they're the centerpiece. The Digital Personal Data Protection Act (DPDP) is now law and your DPO will ask hard questions. Indian audiences are price-sensitive at the bottom and procurement-heavy at the enterprise top. Regional language readiness matters in a way that doesn't come up in single-language markets.

We looked at six platforms: Bricqs, Capillary, Xoxoday, Smartico, Playable, and Funifier. Two of these (Capillary and Xoxoday) are India-headquartered with strong enterprise loyalty footprints. One (Bricqs) is sports and cricket strong. The other three are international platforms commonly evaluated by Indian buyers running global brand activations.

Full disclosure: we built Bricqs. We've put ourselves at the top for general Indian gamification because we genuinely think we win for most use cases, but we've been honest about where Capillary, Xoxoday, or Smartico are a better fit. If your job is a year-round enterprise loyalty program for an airline, Capillary is the safer pick. If your job is rewards delivery at scale across multiple programs, Xoxoday's marketplace is broader. Pick the right tool, not the loudest one.

Quick picks

Jump to the platform that fits your team

If you're short on time, find the row that matches your situation. The detailed write-ups follow below.

Marketing team running campaigns, contests, or cricket fan engagement
PickBricqs
AI builder, real contest engine, cricket-native templates, DPDP-aligned PII handling, free tier to start.
Enterprise loyalty program (airline, retail conglomerate, FMCG)
PickCapillary
415+ enterprise brands, full loyalty backbone (Loyalty+, CDP+, Insights+), India-headquartered.
Rewards delivery at scale across HR, marketing, and customer programs
PickXoxoday
Plum rewards marketplace covers 175+ countries, API-first, pay-as-you-go on redemption.
Fantasy sports operator or sportsbook-adjacent product
PickSmartico
Purpose-built for iGaming including sportsbook workflows.
International brand running an India activation with global gamification contract
PickPlayable
Mature international template library, fits brands that already have a global vendor.
BPO or enterprise running both employee and customer programs
PickFunifier
Multi-audience tier model, AI content assistance, financial services and BPO footprint.
The full ranking

6 platforms, ranked

Detailed read on each, including who they actually serve best and where they fall short.

1

Bricqs

bricqs.coWe built this

"Gamification platform for marketing teams that ship in days."

Best for

Indian marketing, growth, and product teams running cricket campaigns, fan engagement, lead capture, prize contests, and loyalty programs that need DPDP-aligned data handling out of the box.

Pros
  • Cricket templates, IPL fixtures, prediction games built into the product
  • Real contest engine sized for Indian sports traffic (fraud detection, budget caps)
  • DPDP-aligned PII masking and per-participant erasure built in
  • Free tier and public paid plans, no sales call to ship your first campaign
  • React SDK to embed inside your Indian app without compromising design
Trade-offs
  • Smaller enterprise loyalty footprint than Capillary for multi-year programs at airlines or retail conglomerates
  • Rewards marketplace is curated, not as broad as Xoxoday's 175-country delivery network
  • Newer brand than Capillary or Xoxoday in Indian enterprise procurement signals
Pricing:Free tier + transparent paid plans
Geo:India strong, global
Customers:Newslaundry, Division, Habits, League
2

Capillary Technologies

capillarytech.com

"Enterprise Loyalty Management Software."

Best for

Indian enterprise brands (airlines, retail conglomerates, FMCG, fuel) running year-round loyalty programs where gamification is a layer on top of a serious CDP and loyalty backbone.

Pros
  • 415+ enterprise brand customers, deep Indian retail and FMCG footprint
  • Full ecosystem: Loyalty+, Engage+, Insights+, CDP+, Rewards+, aiRA AI co-pilot
  • India-headquartered, RFP-ready enterprise procurement experience
  • Public API and developer documentation
Trade-offs
  • Gamification is a feature within the loyalty platform, not a standalone product
  • Enterprise-scale rollout, slow procurement, not the right fit for a small team or single campaign
  • Pricing is enterprise custom and tied to long-term contracts
Pricing:Enterprise custom, RFP-led
Geo:India-headquartered, global enterprise customers
Customers:ASICS, Jotun, Vishal Mega Mart, 415+ enterprise brands
3

Xoxoday

xoxoday.com

"Rewards and Loyalty, Simplified."

Best for

Teams that primarily need rewards delivery at scale (incentives, recognition, gift cards, payouts) across HR, marketing, and customer programs, with strong India tech support and global redemption reach.

Pros
  • Plum rewards marketplace covers 175+ countries, 100+ languages, 50+ currencies
  • API-first with 250+ integrations and an Empuls SDK
  • Three product lines covering rewards (Plum), employee recognition (Empuls), and customer loyalty (Loyalife)
  • Strong India tech and support footprint
Trade-offs
  • Gamification is not a primary positioning pillar; the gravity is rewards delivery
  • No cricket-specific primitives or contest engine for sports use cases
  • Pay-as-you-go for redemptions, sales-led for full platform pricing
Pricing:Pay-as-you-go on redemptions, full platform sales-led
Geo:India-headquartered, 175+ country reach
Customers:Nielsen, H&M, Capgemini, CGI
4

Smartico

smartico.ai

"Unified CRM & Gamification solution for iGaming."

Best for

Indian fantasy sports operators, prediction-market products, and sportsbook-adjacent cricket brands that need CRM, bonus engines, and gamification on one platform built for regulated betting.

Pros
  • Purpose-built for iGaming including sportsbook workflows
  • Multi-brand management for groups operating several products
  • AI churn prediction and LTV models tuned for betting customer behavior
  • Public API and SDK
Trade-offs
  • iGaming-only positioning, not a fit for non-betting cricket brands or general marketing
  • Limited India go-to-market footprint and no DPDP-specific public positioning
  • Pricing tied to monthly active users, sales-led
Pricing:Tiered by MAU, talk to us
Geo:Eastern European, international iGaming
Customers:4RABET, Casino.ua, ProgressPlay, White Hat Gaming
5

Playable

playable.com

"Where play means business."

Best for

International brands running Indian activation campaigns that already have a global gamification contract with Playable and need to reuse their existing templates and reporting.

Pros
  • 40+ general game types, mature international template library
  • Strong named UK and Northern European brand references
  • Self-service onboarding for one-off activations
Trade-offs
  • Sports is customer-driven, not product-led; no cricket-specific primitives
  • No headless React SDK to embed inside an Indian fan or commerce app
  • Limited India footprint, no public DPDP-specific compliance positioning
  • REST API only on Premium tier
Pricing:Three tiers, all talk-to-us
Geo:UK, Nordics, Northern Europe
Customers:Virgin Red, Carlsberg, Icelandair, PSV Eindhoven, Arla
6

Funifier

funifier.com

"All Audiences, One Engagement Platform."

Best for

Indian BPO operators and financial services enterprises running both employee engagement and customer-facing programs with a no-code builder and AI content assistance.

Pros
  • Multi-audience model covers both employee and customer programs
  • AI-assisted content creation features
  • Financial services and BPO footprint
Trade-offs
  • Customer base not transparently named publicly (HP testimonial only)
  • No cricket-specific primitives, no India-specific positioning
  • No public pricing, multiple tier types depending on use case
Pricing:Multiple tier types, talk to us
Geo:LATAM strength, claims global
Customers:HP (named testimonial)

Buyer questions, answered

The questions teams ask us most when comparing these platforms.

Sources
  • Capillary loyalty platform positioning, India-headquartered, 415+ brand customers, www.capillarytech.com (accessed 2026-05-29)
  • Xoxoday rewards marketplace, three products, 175+ country reach, India tech footprint, www.xoxoday.com (accessed 2026-05-29)
  • Smartico iGaming positioning, MAU pricing, www.smartico.ai (accessed 2026-05-29)
  • Playable game library, customer references, three tiers, www.playable.com (accessed 2026-05-28)
  • Funifier multi-audience tier model, AI assistance, financial services footprint, www.funifier.com (accessed 2026-05-29)
  • Bricqs cricket templates, IPL hub, DPDP-aligned PII handling, contest engine, free tier, bricqs.co (accessed 2026-05-29)

All information about other vendors is based on their public websites as of 2026-05-29. Vendor names and trademarks belong to their respective owners. Bricqs is not affiliated with or endorsed by any of the other platforms listed above.

If engagement matters after day one, you need a system.

Start building your first engagement in minutes. Design, launch, and scale - with rules, rewards, and fairness built in.

Start a CampaignBook a Demo
3x
Faster than custom build
~30min
Average time to launch
0
Engineering hours needed