How UGC Cinemas retain 1.2 million moviegoers year-round with gamified loyalty

Objective

UGC Cinemas, Europe's largest cinema operator with 57 locations, needed to strengthen customer loyalty and drive year-round attendance across its 1.2 million annual moviegoers. The challenge was to create engaging experiences that would increase repeat visits and retention among diverse audiences, while also promoting films and partner offerings.

Solution

Drimify built a series of gamified experiences on their platform using instant-win games, quizzes, and polls, complemented by Dynamic Path™ mechanics for deeper engagement. The program featured 'Instant Premium'—exclusive monthly quiz games for UGC Unlimited members—and an annual flagship 'Great Christmas Game'. UGC adopted Drimify's Creation Pack service to enable weekly game launches. Prizes included cinema tickets, advance screening access, festival passes, partner event tickets, merchandise, and beverage/snack promotions.

Results

The program achieved 1.2 million interactions annually, with 300,000 interactions per edition of the Christmas Game. Premium member engagement reached 70% engagement rate among UGC Unlimited members.