Casino 2000 use event gamification to boost ticket sales, scoring 90% completion over 7 repeat campaigns

Objective

Casino 2000, Luxembourg's premier entertainment venue, faced a challenge in driving visitors from its gaming floor to live entertainment events such as music and theatre shows. The venue sought to leverage gamification to increase ticket sales and attendance at live performances while deepening customer engagement across different venue sectors.

Solution

Casino 2000 deployed a branded spin-the-wheel game mechanics integrated with first-party data collection via online forms. Participants were invited to play through email campaigns and the casino's website. The game was customized to reflect both Casino 2000's branding and individual performer brands. Prizes included over 2,000 VIP rewards, with daily winners receiving complimentary event tickets and other incentives. The campaign was executed as seven recurring promotional cycles, allowing the venue to test and refine the mechanics across multiple performer and seasonal offerings.

Results

The gamification initiative achieved a 90% completion rate among participants. Across the seven repeated campaigns, the venue generated 13,500 total interactions. The venue reported clear return on investment from the regularly-running promotional campaigns and continued using the platform due to demonstrated sustained value.