Landsec Boosts Loyalty Sign-ups By 20% With Year-round Gamification In UK Shopping Malls

Objective

Landsec, a major UK real estate operator managing over £10 billion in property assets and operating 10 shopping malls, needed to grow membership in its Plus loyalty program while maintaining consistent customer engagement year-round and specifically retaining at-risk customers.

Solution

Drimify deployed 132 white-labelled games across Landsec's 10 UK mall properties — including flagship locations such as Trinity Leeds, Bluewater in Kent, Westgate in Oxford, and Braintree Village in Essex — spanning scratch cards, instant wins, leaderboard-driven experiences, product recommendation quizzes, and seasonal experiences (Dynamic Paths™ and Advent Calendars) themed around Christmas and Halloween. The strategy combined short-term acquisition games with long-term retention games to address multiple KPIs simultaneously. Prize partners included Costa and Rituals, with 9,000 total prizes distributed. Average engagement time per game experience was 5 minutes. Landsec has committed to continuing gamification across its malls beyond the initial campaign.

Results

The campaign reached 180,000 shoppers annually. Plus program sign-ups increased by 20%. Landsec retained 70% of approximately 30,000 customers identified as at-risk of leaving through consistent seasonal engagement.