NOW: What's That Song

Objective

Now That's What I Call Music, the iconic UK music compilation series, sought to deepen engagement with its vast catalog by creating an interactive gaming experience. The brand aimed to introduce its music collection to new audiences and encourage repeated interaction through entertainment, leveraging the natural appeal of music trivia to drive app adoption and loyalty.

Solution

We Make Awesome Sh developed a mobile game app for iOS where players compete to identify songs from the NOW catalog by listening to audio clips. The faster players guess correctly, the more in-game currency (coins) they earn. These coins unlock new music genres and additional song packs, creating a progression loop that continuously expands the playable catalog. The game combines speed-based mechanics with incremental content discovery, encouraging players to return to unlock and explore new collections.

Results

The app was downloaded over 300,000 times within the first month of launch. It reached #1 status in the free apps category on the UK App Store. The game accumulated nearly 4 million plays, demonstrating strong player retention and engagement driven by the unlock-based progression system and the appeal of the NOW music catalog.