Gamifying Content Delivers 87% Engagement Rate For Digital Media Brand Konbini

Objective

Konbini, a French digital media and pop-culture news brand often described as 'Buzzfeed, but French,' serves the 18–34 demographic with roughly 5 million monthly unique visitors and over 15 million social media followers. Operating in a fast-paced, ad-revenue-driven market, the publisher needed to grow its newsletter subscriber base and add a more interactive layer to its site and social channels. Konbini sought to engage users with immersive, culture-themed experiences that encourage newsletter opt-ins, build a repeatable formula to condition its audience over time, and reward users to create excitement about the brand.

Solution

Drimify developed a series of personality-driven quizzes and casual interactive games tied to trending cultural topics. Examples included personality tests such as 'Which FIFA player are you?', timed to a FIFA game release, and 'What type of manager are you?', playing on pop-culture manager archetypes like Michael Scott and the Succession family. Players received personality profiles matching their responses. High-scoring participants were entered into prize drawings offering tickets to movies, art shows, and other cultural events. Games were deployed across Konbini's website and social media channels using the Drimify platform to create and manage multiple gamification campaigns.

Results

87% engagement rate (all-time best performing experience), 72% completion rate, growth in newsletter email opt-ins generated directly within the games.