How telecoms provider Umniah generate 1.3M plays per month with their gamified app
Success Stories
Major Jordanian telecoms provider Umniah boast 1.4 million subscribers, with a market share of 30% in mobile services, and a leading 42% market share in broadband services.¹
The challenges
🎯 They were fundamentally looking for a way to add interactive elements to better engage their audience in their rewards programme, Ucoin, but this sort of goal comes with multiple objectives:
- Motivating users to log into the Umniah Self-Care app
- Creating sustained engagement with the Ucoin rewards programme
- Fostering customer loyalty
📱Games and gamification experiences “by Drimify”
The precise solution for Umniah was to embed their own branded versions of Drimify games within the app, giving users daily chances at earning points in exchange for their performances. 💡
In addition, they could earn points for inviting friends to join the network, hitting step goals, and interacting with their social media pages. Ultimately, users can exchange the Ucoin they earn for products, 🛍️ services, and discounts.
By gamifying their rewards programme with a customised Drimify experience, Umniah are encouraging users to play multiple times to earn more Ucoin, creating retention and sustaining user engagement in the programme, and boosting the time users spend in their app.
Results and KPIs
In a single month:
Key figures 🚀
- 1.3M total plays 📈
- 73% completion rate (940,452 total completions)
Objectives achieved 😎
- ~200,000 unique users repeatedly engaging with the app (average of 6 plays per user), showing sustained engagement 🎉
- An average session length of 02:26, that’s time spent inside a branded experience 🤩
1. https://www.reuters.com/business/media-telecom/jordans-umniah-launches-5g-services-2023-05-17/
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