Gamified Campaigns
Gamified Campaigns add an engagement layer on top of transactional loyalty. They transform everyday shopper behaviors into rewarding, habit-forming experiences through three mechanics: Challenges, Games (Scratch & Win, Spin the Wheel), and Instant Win.
The goal is to build emotional loyalty and brand affinity through the psychology of progress, chance, and reward — creating moments of delight at key touchpoints.
What you can do with Gamified Campaigns
| Use Case |
|---|
| → Run a monthly challenge: buy from 5 product categories and earn 200 bonus points — drives cross-category exploration. |
| → Daily Spin the Wheel in the app: every day the customer opens the app they get a spin, keeping daily active users high. |
| → Instant Win on purchase: every cart over 50 EUR triggers an automatic prize draw — 10% chance of winning a Spin the Wheel participation. |
| → Omnichannel challenge: download the app + one in-store purchase + one online purchase = 500 bonus points. |
| → Scratch & Win for CPG activation: buy any product from a partner brand and unlock a scratch card with co-funded prizes. |
| → Fitness challenge: sync a running app and earn 1 point per km — drives habitual brand engagement beyond the store. |
| → Anniversary game: on the customer's loyalty anniversary, a special Spin the Wheel unlocks premium catalog prizes. |
| → Seasonal grand prize draw: any purchase during a campaign window gives a chance to win a high-value Reward (holiday trip, concert tickets) through an Instant Win with limited stock. |
| → New store opening: visit the new location and earn an automatic play on a limited-edition Scratch & Win. |
| → Loyalty tier challenge: Silver-tier customers who complete 3 visits in 30 days are promoted to Gold with a point bonus. |
How It Works
Gamified Campaigns sit on top of the transactional loyalty engine. They share the same underlying point and reward infrastructure but add goal-tracking, randomness, and real-time event evaluation:
- Challenges define a goal (a customer attribute threshold) and a prize rule. Customers progress toward the goal through qualifying purchases or custom events. When the threshold is crossed, the prize fires automatically.
- Games (Scratch & Win / Spin the Wheel) deliver randomized prizes from a configurable prize pool. Customers earn plays through qualifying actions (purchase, app download, CPG SKU in cart). Each play evaluates the prize pool by probability weight and delivers the outcome instantly.
- Instant Win runs a weighted random draw among the configured prizes whenever a qualifying event happens — a cart, a platform trigger (e.g., birthday), or a custom event. The customer does not have to play: the prize is awarded automatically and the result is returned in the response to the event.
The mechanics share the same prize infrastructure, but each supports a different set of prizes. Instant Win awards points, Rewards, or game participations (Scratch & Win / Spin the Wheel), with No Prize as the explicit chance of not winning; it does not award discount coupons in this release.
Sub-modules at a glance
| Sub-module | Best for | Key differentiator |
|---|---|---|
| Challenges | Frequency, cross-category, omnichannel journeys | Progress tracking over time; customer sees a progress bar |
| Games | App engagement, partner activations, daily retention | Instant gratification; customizable look & feel per brand |
| Instant Win | Purchase excitement, cart-threshold prizes, lifecycle and custom-event draws | Triggered automatically by a cart, trigger, or custom event; no play step needed |
Configuration
Each mechanic is configured independently under Gamified Campaigns in the Owner App:
| Sub-module | Owner App path |
|---|---|
| Challenges | Gamified Campaigns → Challenges |
| Games | Gamified Campaigns → Games |
| Instant Win | Gamified Campaigns → Instant Win |