Gamification case study: Singapore bank ‘lifestyle app’ turns players into shoppers

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DBS Bank Asia used 3radical’s mobile gamification platform to reach credit card customers in Singapore, increasing app open rates have an increased by an astounding 31%.


Case study summary

• South Asia banking brand looks to secure its number one position with mobile drive

• New lifestyle app adds gamification elements to customers’ daily tasks

• “Spin and Win” promotion drives footfall to physical retail stores and encourage spending

The challenge

DBS is the largest bank in South East Asia, but it wanted to maintain its position by staying fresh and relevant to an increasingly digital savvy audience.
With a new DBS ‘Lifestyle’ app, the objectives were to:

• Increase app-open rates

• Drive overall rates of consumer engagement

• Improve offer redemption rates

The solution

DBS teamed up with 3radical to integrate Gamification into their existing DBS ‘Lifestyle’ App.
This app, which had been around for five years, delivers a loyalty program that rewards cardholders with offers from various merchants across Singapore.

The marketing team used 3radical’s ‘Voco’ platform to modify and edit the challenges and prizes listed within the “Spin and Win” promotion and add and remove merchants promoted within the app.

The results

One month on from the launch of the gamified version of the DBS ‘Lifestyle app open rates have an increased by an astounding 31%.

On average push notifications typically achieve a 4-10% engagement rate with occasional spikes of up to 40%.

In contrast, new location and beacon triggered push notifications sent via the DBS app offering consumers the chance to “Spin and Win” are generating open rates of 70-84%.
Redemption rates for offers and prizes awarded by the “Spin and Win” promotion are peaking at between 10-15% – proving that gamification is not just about entertainment, it can also drive consumers into physical retail stores and encourage spending.

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