Health City - Gamification On Website And Pharmacy App

Objective

Zdravcity, a Russian online pharmacy and health marketplace, aimed to attract new customers and build loyalty by introducing gamified experiences directly into its platform. As engagement with its email-based loyalty communications began to decline, the brand also sought to grow the share of active loyalty program participants and increase customer lifetime value (LTV). The initiative sought to increase purchase frequency and drive revenue growth by engaging users through interactive gameplay mechanics tied to tangible rewards applicable to their orders.

Solution

Zdravcity launched 'City of Health' (Город Здоровья), a quest-based game available on web (game.zdravcity.ru) and native mobile apps (iOS and Android). The rollout was phased: the team first tested gamified mechanics within email campaigns, then built and launched the full interactive landing/game in summer 2025. Players select a character and complete missions in a virtual city, earning in-game coins through three mini-games: Tetris-style block puzzles, memory matching, and Match-3 games. The game employs an energy system to regulate play frequency. Accumulated coins (up to 1,000+ per mission) convert to either promotional codes (e.g., 15% discounts) or loyalty bonus points directly redeemable for purchases; Zdravcity's loyalty program was embedded directly into the gameplay loop so in-game currency ties straight to loyalty points. Tasks within gameplay also serve marketing objectives such as profile completion and category discovery. The project was developed by CRM-Group and launched across all regions where Zdravcity operates.

Results

Zdravcity projected a revenue increase of up to 10% from orders by the expanded user base receiving notifications and campaigns. Initial testing via email showed improved open rates, click-through rates, and notably higher average order values as users redeemed earned discounts. The project positioned Zdravcity as the first pharmaceutical retail platform to implement gamification mechanics at scale. The company planned to iteratively expand the mini-game library and mission variety over time.