Seasonal In-App Games
Open the game- Brand
- BFL
- Objective
- Loyalty
- Industry
- Fashion & Beauty
- Mechanic
- Arcade & Action
- Platform
- App
- Agency
- Drimify
Objective
BFL Group wanted its "Smile More" loyalty app to earn genuine repeat visits in a crowded discount-retail market, after an earlier gamification platform failed to deliver lasting engagement. The brand needed games it could re-skin and ship quickly for every calendar event, and a mechanic that would turn opening the app into a daily habit rather than a one-off promo click. Capturing first-party shopper data through play was part of the payoff.
Solution
Open the app on any given day and there's a quick game waiting: spin a wheel or scratch off a card, styled for whatever season or sale is on, and a prize or discount code lands in the loyalty account before the player even leaves the screen. For bigger moments like Ramadan, the December holidays or the brand's anniversary sale, the games get longer: a Dynamic Path journey sends the player hopping through a chain of different mini-games laid out along a visual trail, building up one combined score, while an Endless Runner has them steering a character through obstacles, grabbing items along the way and posting their run to a public leaderboard for a shot at bigger prizes. Every game locks after one play but reopens the next day, so there's always a reason to come back tomorrow.
Results
600K interactions earned per year, with a 99% engagement rate on the anniversary campaign. Replays doubled and overall engagement more than doubled versus the brand's previous gamification platform, and the games collected 500K+ qualified leads — 88% of all players.
- 1
The player finds the game inside the retailer's own loyalty app, reached through a seasonal promo entry point rather than a standalone app or website; the same short game is re-skinned in fresh artwork for each event — Ramadan, the December holidays, the anniversary sale.
- 2
In the everyday instant-win format, the player faces a wheel divided into segments each showing a possible prize — a discount, a gift, or a blank — and sets it spinning with a center button or a swipe-and-release flick.
- 3
The wheel slows to a stop and an immediate result screen shows either a win with the reward pictured or a loss inviting another attempt later.
- 4
To claim a win, the player fills in a short details form, which is how the game doubles as a lead-collection channel.
- 5
The discount code or points land directly on the player's own loyalty account inside the app, with no delay between playing and redeeming.
- 6
A 24-hour replay lock keeps the player from spinning again immediately, pulling them back into the app the following day.
- 7
A scratch-card variant of the same instant-win promo replaces the wheel with a covered card that the player rubs away with a finger or cursor to reveal the outcome underneath.
- 8
For major seasonal events, the player instead moves through a longer Dynamic Path: a visual sequence of levels, each a different game, grouped into themed worlds, with individual scores adding up into one overall score plus badges and credits on the player's profile.
- 9
The other big-event format is an endless runner, where the player swipes or uses arrow keys to steer a forward-moving character around obstacles while collecting items, including branded products, until a crash ends the run and locks in the score.
- 10
The runner's score is posted to a leaderboard showing the player's rank against other shoppers, and because these longer formats run alongside the biggest sale moments, they carry larger prizes and deeper discounts than the everyday spin.
