Seasonal In-App Games
- Brand
- Enerwave
- Year
- 2025
- Objective
- Other
- Industry
- Other
- Mechanic
- Mini-Games
- Platform
- App
- Agency
- Drimify
Objective
Enerwave (formerly the Greek energy retailer Elpedison) wanted the customers already on its loyalty app to open it for more than paying a monthly bill. Building a standing lineup of seasonal games gave members a reason to keep coming back and kept the app feeling fresh around each calendar moment, in support of loyalty engagement, churn reduction, lead capture and app installs.
Solution
Open the myEnerwave app and a permanent games hub greets returning members with whatever's in season. At Easter, players flip tiles in a memory-matching game built around the brand's own imagery, pairing them up for a shot at a prize draw. Around other occasions — Greek Theatre Week, or a December electricity promotion — the format switches to an instant-win scratch card, where one tap or swipe reveals the ticket on the spot. In December it changes again to a daily advent calendar: members come back once a day for 24 days, opening a new window each time to uncover a game or reward. Every session runs inside the branded app rather than a separate microsite, and can end in a prize entry — a bill credit, an e-bike, theatre tickets or free electricity — open only to registered app users.
Results
180,000 interactions a year inside the app's games hub, with a 75% engagement rate and a measured improvement in loyalty-program churn. The advent calendar alone drove 100,000 engagements in a single run, and each run of the Easter memory game brings in around 10,000 leads with a 70% completion rate.
- 1
The player opens the energy-utility app used normally for bills, payments, and meter readings (myEnerwave, formerly myElpedison) and finds a built-in game center; the brand also promotes individual games through its own social media.
- 2
Playing and claiming any prize requires being a registered app user, so the game doubles as an incentive to download the app and create an account.
- 3
The game center's lineup rotates on a calendar schedule, offering a different seasonal mini-game at each login and designed for a few minutes of play per day.
- 4
Around Easter, the app adds a memory game: the player flips cards and matches pairs of branded Easter symbols.
- 5
Completing all the pairs does not award an instant prize; instead it enters the player into a prize draw.
- 6
Prize-draw winners receive either a voucher toward their own energy bill or an electric bike worth about £1,000.
- 7
On other calendar occasions the format switches to an instant-win scratch card: the player scratches the card and immediately learns whether they won, as with a giveaway of theatre tickets.
- 8
A losing scratch card ends the session with nothing further to do; the player simply returns whenever the next activity appears, since the format is built for quick repeat visits.
- 9
At Christmas the app opens an advent calendar: the player returns day after day to reveal each new window, with prizes reserved for those who complete the full run.
- 10
Prizes and other perks surface in a persistent in-app section dedicated to contests and exclusive benefits.
