FDJ’s Gamification Campaign Distributes Over 70K Promo Codes To Incentivise App User Conversions

Objective

La Française des Jeux (FDJ), which operates the national lotteries of both France and the Republic of Ireland alongside online games and sports betting, needed to re-engage its mobile app users in a highly competitive iGaming market and drive more plays and deposits. The brand launched a gamification campaign to distribute promotional codes that would incentivize users to try their lottery and betting platforms.

Solution

FDJ turned to Drimify's turnkey creation service to build a professionally designed instant-win gamification experience featuring three game types: a spinning wheel, a slot machine, and a scratch card—all visually aligned with FDJ's core games. Every participant was guaranteed to win a promotional code, redeemable as free plays on other games in the FDJ app, creating a 100% win mechanic. The campaigns leveraged a pre-loaded inventory of 70,000+ promo code tiers, enabling seamless reward distribution directly within the games. The first campaign's success led to a second, optimized iteration.

Results

70,308 promotional codes distributed across 89,614 total participations with a 79% completion rate. The second campaign demonstrated a 64% increase in code distribution compared to the first, indicating improved campaign optimization and audience targeting.