Ecooking's use of gamification

Objective

Ecooking, a Danish skincare brand, sought to establish gamification as a core driver within their e-commerce strategy, competing alongside established channels like Google and Facebook. The campaign aimed to accelerate customer acquisition, gather newsletter subscriptions, and guide customers closer to purchasing decisions by creating engaging, personalized shopping experiences that would significantly outperform typical online sales performance.

Solution

Playable deployed a portfolio of custom games targeting different funnel stages. Foundation Finder, a personality-based product recommender quiz, matched customers to the ideal foundation shade and became an always-on acquisition tool. A Valentine's Day-themed Spin the Bottle game provided seasonal engagement. Additional games amplified Ecooking's sponsorship of Danish football club FC Midtjylland. All mechanics were built using Playable's library of 30+ templates and hosted on the Playable platform.

Results

Foundation Finder generated 23,200 sessions with an average play duration of 1:19 and 384 cumulative hours of brand engagement. The Valentine's campaign delivered 15,366 sessions with a 64.6% conversion rate and 146.3 hours of engagement. Ecooking received a nomination for Denmark's E-handelsprisen, the e-commerce industry's most prestigious award.