PARI: Хоккейная геймификация в приложении PARI с логикой программы лояльности

Objective

PARI, a Russian sports betting company, launched this campaign to engage hockey fans during the KHL playoff season. The core business objective was to create a competitive, playful experience that would naturally lead fans to place sports bets while building loyalty during the high-engagement playoff period.

Solution

The agency developed 'Hockey League,' a web and mobile game integrated into the PARI app. Players created custom team names and logos, progressed through competitive tiers from 'junior' to 'legendary,' and placed bets on KHL playoffs—each wager representing one series match. The game featured a playoff bracket system, weekly leaderboards, milestone-based rewards, and push notifications for daily missions. Real-time updates via WebSocket connected in-game outcomes to live events. The experience was built on PARI's authentication system and available both as a mobile-first design and web version.

Results

No specific quantitative metrics regarding participation numbers, average time spent, conversion to betting, or revenue impact were disclosed in available sources.