FDJ’s gamification campaign distributes over 70K promo codes to incentivise app user conversions

Success Stories FDJ’s gamification campaign distributes over 70K promo codes to incentivise app user conversions

70,308 promo codes distributed to app users to incentivise plays 🎰

79% completion rate from 89,614 participations across both campaigns 🏁

64% more codes distributed on the second campaign, showing improvement 📈

Objectives achieved

Improving results and an evolving strategy from regular gamification (see 64% increase in promo codes distributed)

FDJ app user plays increased across their various games, both during the campaigns, and after

La Française des Jeux (FDJ) is the company operating France’s and the Republic of Ireland’s national lotteries, as well as providing online games and sports betting.

FDJ carries global recognition outside of their main markets as a title sponsor for Groupama-FDJ, a men’s pro cycling team with World Tour status, and the women’s counterpart, FDJ-Suez. (So if you ever watch the Tour de France, or the Tour de France Femmes, you’ll see them represented.)

The challenges

🎯 Like most lottery and betting providers, FDJ have their own app where you can enter your national lottery, and play their various games.

However, the “Build it and they will come” marketing philosophy doesn’t work in a highly competitive market like iGaming. It’s too easy to download an app, use it a few times, then forget it’s there.

FDJ were looking for a way to drive engagement within their app, and get users to add funds to their accounts and play their games.

Specifically, they sought to:

📱 Games and gamification experiences “by Drimify”

Gamified marketing content was the natural fit for FDJ’s needs, as it can offer a marketing experience that’s very similar to the games they’re trying to promote, making it a very smooth customer journey.

They opted to gamify through Drimify, taking advantage of the turnkey creation service to get an optimally configured and professionally designed game built to their specifications.

The final result was an instant win game, loaded with thousands of denominations of promo codes, and set to 100% winner – meaning every participant who played would receive a set value of free plays to use on other games in the FDJ app.

The logic is that spinning a wheel, taking a whirl on a slot machine, or playing a scratch card offers a dose of visual engagement similar to FDJ’s games, but the marketing game doesn’t cost anything to play, and delivers a guaranteed win that gives them a free play or 2 on some of the other games. They then rediscover why they downloaded the app in the first place, and start depositing funds to play again.

The first game was so successful, they repeated the campaign a few months later. Based on the data collected and lessons gathered from the first game, the second game was better optimised for FDJ’s audience, and saw a 64% increase in plays by app users.

70,308 promo codes distributed to app users to incentivise plays 🎰

79% completion rate from 89,614 participations across both campaigns 🏁

64% more codes distributed on the second campaign, showing improvement 📈

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