Web made us impatient. We want everything fast, instantly even. The choices are endless and our demands are high. We buy, we test, we give products back, we find an alternative. How can companies create customers for life in such volatile environment? Even if the client was happy with the first purchase, the emotional bond between clients and companies who operate online is very weak. And room for improvement is enormous. Integrating game mechanics into using your product or service can be a powerful way to establish this emotional bond, increase client engagement and loyalty. At SEMrush, we tested gamification in two campaigns and I'll take you backstage to share the ideas, goals, process and results. Moreover, I'll share what we do beyond the campaigns on a daily basis to ensure our clients feel we care for them.