Abstract: Systems and methods of adding a gamification layer or platform to a driving performance product, such as, a usage-based insurance product. One method includes determining a game-based objective based on the driving performance of a driver, offering a real-world or virtual incentive to the driver to complete the objective, tracking the driving performance of the driver, and determining if the driver achieves the objective. Reduced usage-based insurance premiums may be offered as an incentive to the driver. Other methods include customized game development and continuous improvement strategies.