PARI: "Pro Tour" - масштабная геймификация с логикой программы лояльности

Objective

PARI, a Russian sports betting platform, aimed to increase user engagement and loyalty through a tennis-themed interactive experience. The campaign sought to motivate customers to place regular wagers, return daily, and experience a sense of championship progression through tournament mechanics integrated directly into the betting ecosystem.

Solution

PARI Pro Tour is a web-based gamification platform where users create custom tennis player avatars (selecting from 30 unique designs with male/female options) and compete in 100+ virtual tournaments ranging from small competitions to Grand Slam equivalents. Players earn bets (freebets) through tournament advancement, weekly rankings, and daily login bonuses. The experience uses real tennis betting results that feed into game outcomes, powered by a six-microservice event-driven architecture with WebSocket real-time synchronization. Tournament difficulty is customizable before matches, affecting potential rewards. The platform supports both unauthenticated preview of mechanics and prizes, with full features unlocked for authorized users within the PARI mobile app.

Results

The project involved 250+ interface screens and a 13-member development team. PARI Pro Tour expanded to a second season, and users provided favorable responses with demonstrated tangible business effectiveness.