LEGOLAND's use of gamification

Objective

LEGOLAND Billund sought to rebuild its subscriber database after GDPR regulations restricted their data collection, maintain brand presence during the November-March off-season when the park is closed, and strengthen customer loyalty through engaging digital experiences. The resort launched an interactive advent calendar to achieve rapid consent collection while keeping the brand visible to potential visitors during the critical Christmas planning season.

Solution

LEGOLAND created a daily advent calendar game powered by Playable's gamification platform, running throughout December. Each day revealed new interactive content customized to match LEGOLAND's strict brand guidelines. The game was designed to encourage daily engagement, generate first-party data through GDPR-compliant opt-in mechanics, and strengthen the connection between digital marketing and the physical theme park experience. The campaign's success led to subsequent gamification initiatives, including games playable in park queues during Halloween.

Results

The campaign delivered significant results: 30,000 new newsletter sign-ups, 680,000+ video views, over 2 million organic Facebook reach, 66% increase in website users compared to the previous year, and 33% increase in park-related purchases year-over-year. Remarkably efficient, the campaign required only €1,400 in paid ad spend while leveraging organic reach from LEGOLAND's 250,000 Facebook followers.