Gamification in the SPAR Friends Club
Games and draws to engage the application’s users
We started our partnership with the SPAR retail chain in 2019 and developed a mobile app for the “Friends Club” loyalty program. The app has become an effective tool for interaction with customers in the digital sphere and one of the most popular apps in the region.
Gamification in the app helps to engage and reward customers, encouraging them to buy with a prize system and therefore increasing SPAR sales.
02/2021 – now
What was the task
Our goal was to attract users, increase their engagement, return rates and the duration of their active stay in the app through gamification tools. We developed user-friendly interfaces for games and drawings. Banners in the “More” section, where the user goes from the main “Friends Club” page, lead to them. You can read more about the development of the Friends Club app here.
The first game launched was “Zuuum” based on the famous computer game “Zuma” of the 2000s. The essence of the game is to destroy all the colored balls, moving in chains, before they reach the end of the path. Firing a cannon ball of a certain color, you need to get into a group of three or more balls of the same color. Then they will explode and disappear, and the player earns points. If the “snake” of balls reaches the end of the path, the level is lost.
With the points you receive, you can choose prizes in the game store and then use those prizes to get discounts at SPAR stores. These can be coupons, some of which are available in limited quantities (a coupon to buy a certain product for 1 dollar).
We also introduced “boosters”, which the user can buy for loyalty program bonuses to simplify the gameplay — for example, to slow down or put the game on pause. In 2022, tournaments appeared in “Zuuum”: players now compete against each other and set nicknames for the game. They have access to an infinite number of levels and overall statistics.
We launched “Treasure Island” drawing in early summer of 2021 (in the app and web version) and “Christmas Tree” in November 2021, following a redesign. Initially, to participate in the drawing it was necessary to register codes indicated in the receipts of SPAR stores. In 2022, we introduced renewed “Treasure Island 2”, where coupons are registered automatically. By making purchases at the cash register, the user receives electronic chips that are “glued” into a virtual treasure card. One card holds 12 chips: if you fill it out completely, you get an eight-digit unique code for the final draw. The number of cards and the number of codes for one user is not limited.
The games are integrated: with the points earned in “Zuuum” you can choose a prize in the form of a code for the draw — then it will instantly appear among your other codes and increase the chances of winning.
- Integration with the loyalty program: receiving and using bonuses
- Buying and winning boosters to simplify gameplay
- Infinite number of game levels
- Tournaments between players
- Viewing game statistics
- Prizes in the game store
- Updating the game design every season
- Integration of the game with draws
- Weekly drawings with code registration from receipts
- Automatic code registration
- Interactive card for electronic chips (codes)
Headings and text
Thank you email from client
We offered the first mini-games in the mobile app of the loyalty program back in 2020. But back then they were external services that we integrated with the app and the loyalty processor. The experiment showed great interest among the app’s audience in this kind of activity, so in 2021 we implemented our own game in the “Friends Club” together with Sunrise.Apps.
The results are impressive: every fourth user of the app played Zuuum. Many of them get involved: they pass levels, earn game points, buy discount coupons and gifts in supermarkets and at the same time spend loyalty program bonuses on boosters within the game, reducing the operating costs of the marketing budget of the company. The user-friendly interface for registering drawing codes — one of the most popular promotions among our customers — is also appreciated by many users: over 60% of draw participants prefer to use it.