Elevating User Engagement through Gamification at Parimatch Brand
Project Overview
As a Product Manager at GR8 Tech, I spearheaded the implementation of gamification across the Parimatch brand, resulting in remarkable enhancements in user engagement and revenue growth.
Challenges and Objectives
The challenge was to create a gamification system that resonated with Parimatch's diverse user base while aligning with the brand's identity. Our objectives included increasing user engagement, customer loyalty, and ultimately, boosting the company's Gross Gaming Revenue (GGR).
Solution
We introduced a comprehensive gamification framework that incorporated user nickname and avatar customization, quests, achievements, stickerbooks, lootboxes, and personalized activity tracking. Collaborating with design, development, and localization teams, we ensured that each feature was tailored to meet local market preferences.
Implementation
- User Profiles: Users could personalize their profiles with nicknames and avatars, fostering a sense of identity within the platform.
- Quests: Engaging quests were designed to challenge users and provide rewards upon completion, encouraging consistent interaction.
- Achievements: We incorporated a system of achievements that rewarded users for reaching milestones, enhancing their sense of accomplishment.
- Stickerbooks: Stickerbooks tapped into the joy of collecting by allowing users to gather virtual stickers as they achieved certain goals.
- Lootboxes: Users could open lootboxes for surprises, creating an element of anticipation and excitement.
- My Activity: A feature that tracked users' engagement and progress, promoting a sense of accomplishment.
Results
Gamification led to a substantial increase in user engagement, with active users spending more time on the platform. In A/B tests, groups with gamified features exhibited a GGR increase of 10% to 15% compared to non-gamified groups. This direct correlation between gamification and revenue showcased its effectiveness.
Localization and Visual Appeal
To ensure a seamless integration, we localized the gamified elements for each Parimatch brand, using region-specific images, text styles, and cultural references. This localized approach resonated with users, fostering a stronger emotional connection.
