Boardgame Blitz was an interactive campaign designed to promote player retention, encourage in-app discoverability, and increase player bet levels. A player encountered a simple boardgame and proceeded along the path by completing different types of daily challenges. The event provided visual feedback to the users by advancing their tokens across a boardgame landscape. While utilizing the boardgame visuals, we made it so you could skin it to game themes and use either orthographic views or top-down. I created map node points for 3-5 challenge levels and the initial templates.
The skinnable components for a Boardgame Blitz template: three different paths (3-5 days), the token, the card pack, the titles. Background colours, text, frames were configured through CSS.
Left to Right: Introduction, Challenge Active, Board Complete, Promotional art from two different campaigns skinned by marketing. (The last two images were created by our marketing department, and I include them to show how flexible this visual template can be. Please note that as these are promotional pieces, they show the path and tokens but not the actual event pop-up.)
Dynamic Currency
Dynamic Currency campaigns allowed our players to accumulate a soft currency that they could use within an internal pop-up store. They could purchase scratch tickets, credit packages, and play instances of Spycase Swap.
I created the usual flows and wireframes for these, concentrating on the store experience particularly, and testing about 6-7 variants for visibility and ease of use.
Currency was earned based on player wager levels, with higher levels accruing more currency. This increased player "bust-outs" where a player was likely to purchase a supplementary chip package in order to wager enough to win an internal prize.
The currency could be themed to holiday events or game launches, although I designed five default currencies based on card suits and gold bars. (A handy detail about the card suits: You can use Hearts for Valentine's Day and Clubs/clovers for St. Patrick's Day, removing the need for an artist to come up with extra themes at busy holidays.)
Results
By pairing our Boardgame Blitz campaigns with Dynamic Currency, we increased wagers and revenue significantly, and over a sustained period of days.
Additional Credits:
Squirrel Sketch: Ashley Lindsey