We examined engagement patterns with BrainTrack, a gamified mobile application designed by Dementia Australia to promote brain health awareness and encourage help-seeking for cognitive concerns. BrainTrack consists of 12 monthly destinations and 8 games (11 domains) per destination. In-app metrics and online survey data (0, 1, 3, 6 and 12-months) were collected from 7,427 enrolled BrainTrack users aged ≥50 years, living across Australia, without a dementia diagnosis over a 12-month period. Mean age 65.6 years (SD 8.3), 78.9% females. Overall, 65% of participants completed all Brain Track games in month 1, 38.5% in month 2, with engagement gradually declining to 4.3% by month 12. Average scores across cognitive domains increased from 82.1 in month 1 to 89.1 in month 12. The percentage of underperforming users (scores <75% in ≥3 of 11 domains) decreased from 44.6% in month 1 to 16.1% in month 12. 22.7% of users reported seeking help from their GP about brain health in the first month, 15.2% in months 2–3, 18.2% in months 4–6, and 22.6% in months 7–12. The association between underperformance and GP help-seeking was examined using cross-lagged panel analysis. Underperformance in month 1 was associated with 53% higher odds of GP visits in months 2–3, and underperformance in months 4–6 was associated with 34% higher odds of GP visits in months 7–12. Findings suggest that BrainTrack game underperformance was associated with subsequent help-seeking behaviours, suggesting personalised feedback on performance may support earlier help-seeking through engagement with GPs.