Slice It, Spin The Bottle & Kinky Or Vanilla
- Brand
- Sinful
- Year
- 2023
- Objective
- Sales
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- Web
- Agency
- Playable
Objective
Meta blocks standard product ads for most of Sinful's catalog, clearing only a few categories like underwear and lubricants, which closes off the retailer's main paid-performance channel. A game can pass ad review without showing restricted merchandise while still pulling people onto sinful.dk, and it doubles as a legitimate way to collect email signups, birthdays and stated preferences for later personalization in Klaviyo. Beyond acquisition, Sinful uses the games to keep the customer relationship going after the sale — re-engaging dormant subscribers and lifting conversion during seasonal promotions.
Solution
Depending on where you land — a Meta ad, an email, or the sinful.dk homepage — you're dropped into a short game instead of a static banner. In "Slice It," built for the brand's birthday, you swipe across icons as they fall and race the clock to slice as many as possible before time runs out. "Spin the Bottle," the summer edition, has you tap a bottle-shaped wheel to send it spinning; it slows down and lands on a prize or discount tier, which you unlock by entering your email. The evergreen "Kinky or Vanilla" quiz shows you one item at a time and asks you to swipe left or right to sort it; after enough swipes it labels you with a personality type and asks for your email to reveal the result. Every path ends the same way — a reveal screen, an email field, and a code to use at checkout.
Results
Birthday campaign "Slice It" (2025): 41,000+ sessions, 32,000+ registrations (~73% session-to-registration conversion), 675 hours of engagement, and a 1.2 percentage point higher purchase conversion rate among players versus non-players. Summer campaign "Spin the Bottle" (2025): 76,000+ sessions, 38,000+ registrations (~43% conversion), ~800 hours of engagement. Always-on quiz "The Kinky One" (since 2023): 200,000 sessions, 73,000+ registrations (~40% conversion). Across the program: 600+ games built for Sinful across 11+ markets.
- 1
Players discover a campaign through a Meta ad, a newsletter email, or a banner on the Sinful homepage; clicking any of these opens a landing page hosted on the retailer's own site, styled as a game but keeping the store's usual header and navigation.
- 2
The start screen explains the premise: what the game is, what the top prize is, and what the player must do to win, whether that's spinning a wheel or slicing open a set number of gifts before time runs out.
- 3
Before playing, the player picks a preferred prize category — a discount "for him," "for her," a free gift, or money off a specific product — a choice that also feeds the platform's data on that player's preferences.
- 4
The core mechanic varies by campaign: in the seasonal wheel game the player spins a bottle that lands on a segment tied to a prize outcome, with a counter tracking spins remaining; in the birthday game the player swipes across a stream of falling gift objects to "slice" them for points within a short timer, avoiding objects that must not be touched.
- 5
When the timer or attempts run out, the score is checked against preset thresholds and the player is routed to either a win screen or a lose screen.
- 6
The win screen reveals the reward — a major prize such as a full order refund or a gift card worth around €65 — while every player, win or lose, can also claim a smaller consolation prize like a gift with next purchase or a percentage discount.
- 7
To claim the prize, the player submits an email address, birth date, and marketing consent, which the platform counts as a completed registration; this immediately triggers automated emails — a prize confirmation, a welcome message for new subscribers, and later reminders to use the discount code.
- 8
The player then returns to the shop and applies the code at checkout, since each campaign is tied to a live store-wide sale rather than functioning as a standalone game.
- 9
A separate, always-on game presents a swipe quiz: the player is shown a series of "this or that" cards, each with an image or statement, and swipes right or left to answer a run of preference questions.
- 10
At the end, the player receives a personal result describing their type on a spectrum plus an automatic 20% discount, and that result is stored as a segment that determines which follow-up emails they receive afterward.
