Sinful

Objective

Sinful, Europe's leading adult retailer operating across 11+ markets, faced strict advertising restrictions on major platforms like Meta that limited direct marketing reach. To overcome these barriers while building customer relationships beyond transactional interactions, the brand needed a strategy to capture consents, drive engagement at multiple funnel stages, and increase lifetime customer value through permission-based marketing.

Solution

Playable developed a multi-format gamification strategy combining seasonal and always-on experiences. The campaign includes three primary game mechanics: 'Slice It' (a fast-paced gift-opening game requiring players to open 20 gifts in 15 seconds), 'Spin the Bottle' (a prize-selection game delivering personalized outcomes), and 'Kinky or Vanilla' (a personality quiz in swipe format enabling lifestyle-based segmentation). Games are deployed across web and email touchpoints with Klaviyo integration for automated follow-up flows and redemption tracking. Sinful rotates seasonal campaigns (spring, summer, winter, birthday) while maintaining an always-on 'The Kinky One' quiz since 2023.

Results

The approach delivered measurable results across campaigns. The birthday campaign (2025) generated 41,000+ sessions, 32,000+ registrations (73% conversion rate), and 675 hours of engagement with a 1.2 percentage point uplift in conversion rate among players. The summer campaign achieved 76,000+ sessions, 38,000+ registrations (43% conversion), and ~800 hours of engagement. The always-on 'Kinky One' quiz accumulated 200,000+ cumulative sessions, 73,000+ registrations (40% conversion rate), with players showing 2x higher purchase rates compared to non-participants.