Feeder

Objective

Alfa-Bank sought to increase user engagement and transaction volume by integrating gaming mechanics into their mobile banking app. The campaign aimed to boost app stickiness and card usage frequency through a reward-driven gameplay experience, leveraging psychological engagement patterns to drive repeat interactions and financial transactions.

Solution

A Tamagotchi-style pet-care game featuring five unique virtual characters (dog, cat, rabbit, minipig, dragon), each progressing through three growth stages. Players earned rewards through daily app engagement and card transactions made within Alfa-Bank's ecosystem. The game was embedded in the Alfa-Bank mobile application with rewards distributed from a 16-million-ruble prize pool. Progression was tied directly to transaction behavior, creating a dual incentive system for both engagement and spending.

Results

Over 1 million unique players participated with 50% retention rate showing 3+ returns. The game generated over 8 million gaming sessions. Players returned an average of 7 times after their first win. Card transaction volume increased during the campaign period compared to baseline.