OBJECTIVE
Design a system that would directly impact user behavior and business KPIs
Increase loyalty program engagement
Drive higher app retention and return frequency
Stimulate repeat purchases
Strengthen brand affinity
Provide measurable behavioral analytics
The core goal was to connect game mechanics with real purchase behavior and tangible value for the customer.
SOLUTION
From lightweight MVP to a unified gamification ecosystem
01
MVP Launch
We started with a lightweight MVP — three mobile games integrated into the existing loyalty infrastructure. Users completed simple game loops, earned rewards, and converted them into real-world coupons and in-store bonuses.
02
Rapid Expansion
The strong early traction led to rapid product expansion. The system evolved from standalone games into a unified gamification ecosystem, anchored by an interactive city map of Krasnoyarsk.
03
Ecosystem Integration
Each location became a hub for mini-games, challenges, and reward-driven interactions. Over time, gamification became fully embedded into the loyalty program's data layer, enabling continuous tracking of behavioral impact and campaign effectiveness.
WHAT WE DELIVERED
From games to a full behavioral system
Initial launch of mobile gamified experiences
Evolution into a unified gamification ecosystem
Deep integration with loyalty program infrastructure
Reward and coupon distribution engine
Interactive city map with location-based engagement loops
Scalable mini-games and campaign mechanics
Long-term progression and retention system
Analytics layer for behavioral and marketing impact tracking
GAME EXAMPLES
Three games, one loyalty ecosystem
Each game was designed around specific engagement mechanics and integrated into the loyalty program
Christmas Memory Match
A holiday-themed card game where players find and clear matching pairs from the board.
Swipe-to-Shop
A Tinder-style shopping game where players swipe right on products they like and left on those they don't.
Hamster Run
A 3-lane endless runner where a hamster switches lanes and jumps over obstacles on a treadmill.
Numbers speak louder than words
Business Impact
To measure the impact of the gamification system, we compared key engagement and purchasing metrics before and after implementation in the Krasny Yar mobile app.
+18–25%
increase in purchase frequency
Driven by challenges, rewards, and progress-based mechanics
+12–20%
increase in average order value
As users added more items to unlock rewards and reach higher bonus levels
+30–40%
increase in app activity
Through daily and weekly engagement loops powered by progression and reward systems
+15–22%
improvement in user retention
Enabled by recurring game scenarios and personalized missions (30/60-day retention)
SIGNIFICANT
reduced churn among active users
By building repeat engagement habits through gamification
The results demonstrate that gamification influenced more than short-term engagement. By creating meaningful incentives and repeat interaction patterns, it transformed repeat purchases into lasting user habits and strengthened long-term customer loyalty.
RESULT
Gamification as a structural layer of the customer experience
Gamification became a structural layer of the customer experience, not a standalone campaign.
User behavior shifted from passive participation in promotions to continuous engagement driven by gameplay and rewards.
Game mechanics directly influenced purchase frequency and customer retention, becoming a measurable driver of business performance.
Krasny Yar gained a controllable behavioral system embedded in its loyalty program economics — turning gamification into a scalable growth tool for engagement, retention, and repeat sales.
Purchase frequency
Directly influenced by game mechanics
Customer retention
Measurable driver of performance
Loyalty program economics
Scalable growth tool embedded in the system
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