How telecoms provider Umniah generate 1.3M plays per month with their gamified app

Objective

Umniah, a major Jordanian telecommunications provider with 1.4 million subscribers and approximately 30% of the mobile market share, sought to increase engagement and retention in their loyalty rewards program. The brand needed to transform their self-care mobile app from a transactional platform into an engaging experience that would drive repeated user interactions and deeper participation in their Ucoin rewards ecosystem.

Solution

Umniah embedded branded versions of Drimify games directly within their mobile app to create daily engagement opportunities. Users earned Ucoin points by playing games, completing social challenges such as inviting friends to the network, meeting step goals, and engaging with Umniah's social media pages. Accumulated Ucoin could be redeemed for products, services, and discounts within the ecosystem. The solution leveraged Drimify's gamification platform to build a customized experience that maintained player motivation across repeated sessions.

Results

The campaign generated 1.3 million plays per month with 200,000 active monthly users achieving a 73% game completion rate, averaging 6.5 plays per user per month. The gamification strategy successfully sustained user engagement within the loyalty program and increased time spent in the app.