Our latest savi Academy Gamification webinar with Chris Jeffries, founder of digital engagement agency EMC3, explored how FMCG brands can turn fun into real action using digital games paired with mobile coupons.
Whether you joined live or are catching up later, here are 10 key takeaways:
- Gamification is more than fun – it drives action
Digital games aren’t just entertaining – they’re powerful tools to capture attention, deepen engagement, and motivate shopper behaviour.
- Adding a mobile coupon makes the game worth playing
Games become far more effective when there’s something real to win. A mobile coupon adds clear value – giving shoppers a reason to play and a reason to buy.
- You don’t need a huge budget or timeline
Digital games are less costly and time-consuming to set up than many brands think. With reusable formats and experienced partners, they can be deployed quickly and affordably – with serious impact.
- Engagement can increase by up to 40%
Chris shared that gamified campaigns can boost shopper engagement by up to 40%, especially when combined with a relevant reward.
- Mobile-first design is key
Top-performing campaigns are mobile-friendly, quick to play, and frictionless – matching the way people shop and interact online.
- Coupon redemption rates are strong – and even stronger with gamification
On average, mobile coupon redemption sits at 34%. But it’s higher in certain categories: 72% in pet food and 67% in soft drinks. Gamified campaigns drive this even further, with redemptions hitting 50% – far outpacing CRM campaigns (31%).
- Real brand examples prove the model works
- Goodfella’s Lucky Box: 900,000 plays, 73,000 coupons redeemed
- Sarsons’ Tesco game: 66% new customers, 19% ROAS
- Gamification drives people into store
It’s not just online interaction – these campaigns convert to physical retail. A mobile coupon gives shoppers a compelling reason to visit a store and make a purchase.
- Digital campaigns deliver powerful insights
Every click, play, and redemption is tracked – giving brands the full picture on engagement, shopper behaviour, and in-store conversion.
- Small rewards go a long way
You don’t need a huge prize fund. Instant win games offering small guaranteed discounts often outperform big prize draws when it comes to shopper engagement and redemptions.
