SPAR Hungary

Objective

SPAR Hungary, a major Central European grocer, aimed to accelerate customer acquisition and engagement on its MYSPAR loyalty app through playable marketing. Having outsourced game development to multiple agencies for over a decade at significant cost, the company sought to reduce production overhead and increase campaign velocity by moving game creation in-house using Playable's platform, while strengthening brand partnership opportunities within its retail media ecosystem.

Solution

SPAR Hungary launched monthly interactive games built entirely in-house via the Playable platform, replacing the prior cadence of 1–2 annual campaigns. Four core game mechanics were deployed: a snowboarding drop game for budget product lines, an ingredient-slicing game featuring brand partner challenges, a multi-brand target-tapping game, and a 24-day advent calendar with daily mini-games and progressive rewards. Games distributed through the MYSPAR app featured multi-touch conversion funnels and incentives including gift cards, consumer electronics, and experiential prizes (family ski weekends). The model enabled SPAR to partner with CPG brands seeking promotional slots within gaming content while maintaining full creative control.

Results

The Christmas Advent campaign reached 355,000 game sessions with 240,000+ app registrations and 6,900 cumulative engagement hours. The Carnival Multi-brand game generated 125,000 sessions, 50,000+ registrations, and 4,000 engagement hours. The S-budget Snowboard game recorded 80,000 sessions and 1,700 engagement hours; the Fördós Zé Slice It game achieved 53,000 sessions and 1,100 engagement hours.