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How marketing gamification meets the challenges of the telecoms sector

How marketing gamification meets the challenges of the telecoms sector

by | May 20, 2025 | Branding, Captivate the audience

In a constantly evolving telecoms sector, where innovation and customer engagement are paramount, operators must constantly explore new telecoms marketing strategies to improve their services and win new market share.

One of the marketing strategies that is gaining the most ground in this vertical is gamification. By incorporating elements traditionally associated with games into a non-game context, this approach offers organisations significant competitive advantages. In particular, they can stand out from the crowd, better capture and engage their audience, and also devise innovative loyalty levers that will effectively reduce their churn rate (i.e. the percentage of customers lost over a given period).

In this article, we’ll look at how gamification is helping to meet the marketing challenges currently facing the sector. We will also look at 4 examples of gamified campaigns that have enabled operators to achieve their objectives (prospecting, brand awareness, engagement, etc.).

SUMMARY

The challenges of telecom marketing

The telecommunications sector is facing a number of marketing challenges, linked in particular to ever-increasing competition, rapid technological and regulatory change, and new consumer expectations.

Stand out from the crowd in an intensely competitive environment and price war

With the arrival of new players known as MVNOs (or mobile virtual network operators), traditional operators are having to revamp their offerings to make them more attractive to consumers (particularly the younger generation): commitment-free, customisable, flexible and offering better value for money.

Building loyalty among customers who are increasingly volatile and whose expectations have changed

The churn rate is particularly high in the telecoms sector. Customers move easily from one operator to another, taking advantage of number portability to take advantage of the best offers and occasional promotions. Organisations also have to meet growing expectations in terms of speed of service, personalised experiences, connectivity and customer service.

Communicate its values and reassure consumers about the impact of its services

Although the roll-out of 5G is a major marketing argument, it also raises a number of concerns (linked to cost, coverage and environmental impact). Operators therefore need to communicate the sustainability of their offering and show that they are making the transition to equipment and services that are less harmful to the planet.

Migrating to a more digital offering

Operators must also embrace the digital transition by diversifying their offering and the way they interact with their customers. As well as integrating new services (cloud, streaming, digital security), they must also multiply the points of contact with their audiences by deploying an omnichannel communications strategy.

The benefits of gamification for telecom marketing

Gamification provides relevant and appropriate solutions to the various marketing challenges faced by telecoms operators. By introducing fun, interactive elements to their communications media, companies can achieve a number of objectives.
  1. Better brand differentiation.
     Gamification enables telecommunications companies to differentiate themselves in an increasingly saturated market. Competitions improve brand awareness and their viral potential attracts a wider audience. It’s also a good way to position yourself as an innovative, customer-focused brand.
  2. Increased customer engagement.
     Gamified mechanisms can make even the most mundane tasks (such as paying bills or optimising data management) more enjoyable. Operators can guide users through the customer journey in a fun way. By offering rewards for completing these tasks (such as loyalty points), they are also better able to motivate and engage them effectively.
  3. Improved loyalty. Gamification fosters a sense of achievement among customers, encouraging them to stay with the same operator. Multi-level loyalty programmes keep consumers interested by giving them the chance to win gifts as a reward for their loyalty, via a competition reserved for customers, for example.
  4. Better customer knowledge and simplified personalisation. Competitions are also excellent ways of collecting customer data, so you can better understand the expectations and preferences of your audience. On the basis of this data, the operator can then propose targeted offers to its customers and prospects, significantly increasing its conversion rate.

4 gamified campaigns for 4 marketing objectives in the telecoms sector

Many operators are now using marketing games to achieve their commercial objectives. Here are 4 concrete examples of games-based campaigns run by companies in the telecoms sector.

1. Boost brand awareness and generate leads

Games can be used to stand out from the competition, boost the visibility of your brand and generate new leads. This is the strategy used by Orange for its Club Privé game campaign, which aimed to promote the launch of a new smartphone model.

By taking part in a Memory game personalised for the occasion, players had the chance to win a free smartphone. To generate as much visibility as possible, the campaign was promoted using Adictiz Ads (supported by social ads and email marketing).

The result: over 15,000 registrations and almost 20,000 games played.

Orange - jeu club privé - marketing telecom
Orange - marketing télécom

2. Redirect prospects to your digital catalogue

Once they have captured the attention of new prospects, operators need to redirect them to their website, and in particular their digital catalogue. To do this, they can once again use gamification, taking inspiration from the campaign run by SFR.

Via a Slicer (broadcast during the Christmas period in the form of a playable ad), the company invited users to cut up fruit while avoiding the catalogue if they didn’t want to get a malus. This Playable Ads then sent players to an end page with 3 personalised redirections to the e-catalogue.

Result: 2.1 million impressions for interactive advertising and a click-through rate of 1% (compared with 0.46% for the traditional display format).

SFR - slicer marketing télécom
SFR - slicer mobile

3. Promote these new offers

SFR has used the mechanics of the One-Armed Bandit in an interactive display format to give visibility to its tariff offer. By relying on playable advertising, the operator has succeeded in capturing the attention of its audience and, above all, keeping it for longer in order to present the content of its package in a fun way.

The elements scrolled through the One-Armed Bandit, aligning themselves with each click.

Result: 2 million impressions and 18 seconds of interaction with participants (compared with 3s for traditional display).

SFR - bandit manchot - marketing télécom
SFR - bandit manchot mobile

4. Engaging your customer community at a special event

The main aim of SFR Caribbean’s Mother’s Day campaign was to raise brand awareness while engaging its audience during this key commercial period.

Result: The interactive campaign (a Match 3 supported by Adictiz Ads media coverage) was a success, with remarkable levels of engagement. Each participant spent an average of 11 minutes on the game.

SFR Caraïbes - jeu fête des mères marketing télécom
SFR Caraïbes - marketing télécom

Conclusion

Gamification offers concrete, effective solutions for telecoms marketers. Sharing interactive campaigns will enable you to boost your brand awareness, generate new leads or better engage and retain your customers. Discover our playable advertising mechanics and adapt them to your brand universe and strategic objectives.

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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How to create a One-armed Bandit online? Examples and tips

How to create a One-armed Bandit online? Examples and tips

by | May 13, 2025 | Animation, Captivate the audience

Le bandit manchot est l’un des jeux marketing les plus célèbres. Cet instant gagnant s’inspire des machines à sous de casino et invite les participants à tenter d’obtenir trois visuels identiques alignés sur le rouleau.
Liée à une récompense immédiate, cette mécanique est efficace pour booster la visibilité et l’attractivité d’une marque. Elle permet aux enseignes mettre en avant leurs lots et de dynamiser leurs stratégie de recrutement de leads et de conversion. 
Dans cet article, nous partageons les objectifs marketing à poursuivre en créant un Bandit Manchot en ligne. Notre tutoriel vous aidera à concevoir et optimiser votre campagne, étape par étape.

SUMMARY

What are the different objectives of an online One-Armed Bandit?

Savez-vous pourquoi cette mécanique marketing s’appelle ainsi ? Historiquement, les machines à sous possédaient un bras articulé qui permettait d’enclencher le rouleau. Étant donné qu’elles n’en avaient qu’un, on considéraient qu’elles étaient “manchot”. 

Aujourd’hui, le Bandit Manchot ne se joue pas qu’au casino et peut être intégré, sous un format digital, aux campagnes de marketing en ligne. Ce jeu leur permet d’engager et d’activer les consommateurs à chaque étape de leur parcours client , de la découverte de l’enseigne à la réalisation d’un achat.

1. Brand awreness and lead generation with an original one-armed bandit

Le Bandit Manchot est très lié à la récompense et au gain. A ce titre, c’est un instant gagnant efficace pour capter l’attention de son audience et maximiser son engagement. La promesse d’une récompense et la possibilité de découvrir si l’on a gagné ou non sont deux facteurs qui permettent à l’enseigne de gagner en visibilité et de générer de nouveaux leads (via un formulaire d’inscription au début ou à la fin du jeu). 

Exemple : Eurotunnel a mis en place une stratégie de Wait Marketing (soit la gestion de l’attente), en diffusant une campagne gamifiée auprès des conducteurs. Ceux-ci pouvaient participer au Bandit Manchot pendant la traversée du tunnel après avoir renseigné un code inscrit sur leur titre de transport. Ce jeu captivant a permis à l’entreprise de recruter des leads de qualité (5K nouveaux inscrits via Adictiz Ads) tout en renforçant sa communication auprès de son public cible.

Eurotunnel - Instant win competitions
Eurotunnel - jackpot

2. Promoting your brand community and points of sale

Bien connu du grand public, le Bandit Manchot peut être un bon format pour animer sa communauté de marque en ligne  (sur les réseaux sociaux ou sur son application) comme en physique (dans des points de vente, via une borne interactive). L’enseigne maximise le temps passé avec son public en misant sur une mécanique addictive ainsi que des dotations attractives. 

Exemple : Pour la Fête des Mères, les Galeries Lafayette ont proposé un Bandit Manchot 100% gagnant dans leurs points de vente via une borne interactive, installée pendant 3 jours dans 6 magasins en France. L’objectif était d’animer les points de ventes pendant le temps fort. Les résultats ont dépassé les attentes, avec une participation en magasin au-dessus de la moyenne. Le temps de jeu moyen d’1 minute 20 secondes a démontré un réel intérêt pour l’animation, confirmant le succès de cette initiative.

L’animation Bandit Manchot était disponible en ligne via un QR code affiché en magasin. Cette stratégie omnicanale a permis de booster l’engagement de l’audience et la portée de la campagne. Permettant à l’enseigne d’animer tous les magasins. Cette opération en co-branding a permis de collecter des opt-ins pour Galeries Lafayette et sa marque partenaire, Rosemood.

Galeries Lafayette Mother's Day competitions
Galeries Lafayette - one-armed bandit online

Boost your conversion rate and generate sales by creating a One-Armed Bandit

Pour finir, le Bandit Manchot en ligne est une mécanique pertinente pour booster ses ventes et augmenter son taux de conversion. Les dotations mises en jeu sont des bons de réduction que les participants pourront utiliser sur leur prochain achat. Très facile à personnaliser, cette mécanique permet de présenter ses produits de manière originale en les transformant en symboles sur le rouleau de la machine à sous. 

Exemple : La campagne Crazy Days, qui prenait la forme d’un Bandit Manchot en ligne, a permis à Showroomprivé d’attirer des clients tout en donnant une forte visibilité à la marque lors d’un temps fort commercial, celui des soldes. Le jeu était ici utilisé comme générateur de ventes, avec l’objectif de stimuler la conversion grâce à la distribution de bons d’achats. La campagne Crazy Days de Showroomprivé a affiché d’excellents KPI’s d’engagement avec 27k dotations distribuées, soit autant de possibilités de ventes sur le site de l’enseigne.

Showroomprivé - Crazy Days sales
Showroomprivé - Crazy Days

6 tips for programming a One-Armed bandit game

Pour atteindre ces objectifs stratégiques, il faut bien penser la conception et la diffusion de son Bandit Manchot en ligne. Voici 6 conseils à suivre pour booster l’impact de votre campagne.

1. How to customize the one-armed bandit online ?

La clé de la réussite d’un Bandit Manchot en ligne est de personnaliser la mécanique afin que les participants puissent s’immerger dans l’univers de la marque et associer cette expérience positive à l’enseigne. 

Avec Adictiz, il est possible de personnaliser les graphismes de son jeu, des fonds en passant par les symboles qui vont s’afficher sur le rouleau de la machine à sous, sans oublier la poignée (ou le bouton Start). L’idée est d’uniformiser ces éléments graphiques afin de proposer une expérience cohérente.

2. How to set up a one-armed bandit online ?

La seconde étape consiste à configurer la mécanique afin que le parcours de jeu réponde aux objectifs stratégiques. Le Bandit Manchot est composé de 6 pages, auxquelles la marque peut ajouter des étapes et mécaniques. 
Il peut s’agir d’une page d’accueil et de teasing pour mettre en avant ses produits. Mais le Bandit Manchot peut donner accès à un tirage au sort. Les gagnants remportent une première dotation et sont inscrits au tirage au sort pour remporter des lots conséquents.  
Avec Adictiz, il est également possible de sélectionner : 

  • Le nombre de participations autorisées (par jour, semaine, mois ou sur toute la campagne). On conseille une limite d’une participation par jour pour encourager les joueurs à revenir sur la campagne ;
  • Le nombre de dotation qu’un joueur peut remporter ; 
  • Le nombre de rouleaux (jusqu’à 6). 

L’enseigne peut ajouter des étapes supplémentaires à son parcours de jeu pour booster ses résultats en termes de collecte. Elle peut par ajouter une étape dédiée à l’optin (push optin) ou insérer un formulaire de collecte de données clients après le jeu, avant que le participant ne découvre son gain.

3. How to manage the prizes for a Bandit Manchot instant win?

Tout l’attrait du Bandit Manchot en ligne réside dans les dotations. Il est donc important de configurer les lots de sa campagne.  Dans le cas contraire, tous les utilisateurs seront redirigés vers la page “Perdu”, car il n’y aura aucun lot à gagner. 

Tips : il est possible de faire remporter des dotations en fonction des symboles qui s’afficheront sur le rouleau gagnant. Les visuels du Bandit manchot peuvent correspondre aux cadeaux à remporter.

4. What’s the checklist before sharing your One-armed Bandit?

Avant de publier sa campagne, il est recommandé de faire des vérifications. En cliquant sur la zone de jeu dans l’éditeur, il est possible de prévisualiser le jeu et ajuster son affichage (ses dimensions pour l’intégrer dans un environnement mobile). 

Lorsque les versions Desktop et Mobile sont finalisées, l’enseigne pourra la tester afin de vérifier que la mécanique fonctionne. Il ne lui restera plus qu’à la publier sur son domaine personnalisé et à la diffuser auprès de son audience.

5. Can we take over my campaign?

Besoin d’aide pour créer une campagne marketing autour d’un Bandit Manchot en ligne ? Le studio de création Adictiz prend en charge toute la programmation de l’expérience gamifiée. De la conception du parcours de jeu à la mise en place de l’univers graphique. En passant par la configuration des dotations et la mise en ligne de la campagne.

6. How to boost the visibility of your gamification campaign?

Adictiz accompagne les marques dans la diffusion de leur Bandit Manchot via son Agence Média . Une équipe dédiée s’occupera de la conception et publication de la campagne. Ainsi que du ciblage de l’audience en passant par le tracking et l’optimisation des Ads ou séquences d’emailing.

Conclusion

Le Bandit Manchot est le format idéal pour booster la notoriété et les ventes de votre marque. Misez sur cet Instant Gagnant pour atteindre vos objectifs stratégiques et dynamisez vos campagnes marketing avec nos autres mécaniques de jeux interactifs !

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

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Leroy Merlin unites its employees for its 100th anniversary thanks to gamification

Leroy Merlin unites its employees for its 100th anniversary thanks to gamification

by | May 6, 2025 | Engagement, Audience engagement, Use Case

Corporate play is becoming increasingly popular. Whether organised online or face-to-face, these initiatives offer valuable opportunities to strengthen team cohesion.

The engaging nature of games facilitates the transmission of information while capturing the attention of employees. it creates a playful environment in which the bonds between colleagues are forged or strengthened. This strenghtens the feeling of belonging to the company.

That’s why Leroy Merlin, the famous DIY chain, has chosen to use gamification in the workplace to celebrate its centenary with its teams.

In this article, we take a look at this inspiring example to learn lessons that can be applied within your organisation. From the definition of objectives to the choice of game mechanics, not forgetting the distribution strategy and performance monitoring, let’s discover the keys to this gamified success.

SUMMARY

Why integrate corporate gaming?

Gaming is much more than just business entertainment. Here a few strategic reasons to adopt it:

  • Facilitating learning: edutainment formats enhance memoruzation and make training courses more attractive.
  • Creating links: competitions and challenges strengthen team cohesion and stimulate collaboration.
  • Boosting commitment: Employees are more inclined to invest when they feel valued and involved in a collective project.
  • Boost internal communication: Gamifying key messages helps to capture attention while effectively raising awareness among teams.

An ambitious Leroy Merlin project for the brand’s 100th anniversary

To celebrate its centenary, Leroy Merlin launched an in-house game lasting nine months, from January to September. The aim of the project was to unite its 25,000 employees around an emblematic event, while strengthening its employer brand and image.

A fun, participative corporate gaming strategy

The campaign skillfully blended interactive games and collaborative content creation:

  • Participative games: Quizzes on the company’s history and mini-games such as “Mega Jump”, designed to stimulate friendly competition between colleagues.
  • Collaborative challenges: Challenges that encourage employees to share anecdotes, photos, videos and personal stories, often in pairs or teams.
  • Hybrid mechanisms: by combining entertainment and personal expression, Leroy Merlin has guaranteed genuine involvement, rooted in the compan’y values.

Everything was accessible via a dedicated platform and punctuated by an interactive calendar gradually unveiling the events. This structure kept participants interested throughout the campaign.

Leroy Merlin - corporate play
Leroy Merlin - corporate play

Effective multi-media distribution

To maxmise participation, Leroy Merlin has deployed a wide range of internal communications:

  • Regular alerts on the calendar integrated into the collaborative social network.
  • Publications on the intranet to remind the highlights of the operation.
  • Internal newsletters, stimulating support and encouraging interaction.

By drawing on these multpile channels, the brand ensured optimum visibility for the campaign, boosting employee commitment.

A collective success, a source of cohesion and pride

With 21,500 registrations out of 25,000 employees, the campaign recorded an exceptional participation rate, demonstrating the strong support of teams.

An emblematic end product

One of the key results of this initiative was the creation of a 100th anniversary book, compiling the anecdotes, photos and testimonials collected during the campaign. The book served several puposes:

  • Strenghtening collective pride: Employees felt valued when their contributions were highlighted.
  • Extending the impact of the campaign: The book, posted on the intranet, helped to maintain commitment beyond the end of the event.

A stronger employer brand

By mobilising its teams around a common project, Leroy merlin has consolidated its internal and external image. Employee-generated content (UGC, User Generated Content) has helped to promote the company’s values and history to its customers and partners.

Leroy Merlin - centenary game

Lessons learned from this corporate play

The “100 years of Leroy Merlin” operation offers valuable lessons for any company wishing to organise an in-house competition. Here are the key steps for maximising the impact of this type of initiative:

  • Define clear objectives: In-company gaming must be part of a strategy that is consistent with needs. Potental objectives include:
    1. Facilitating the integration and training of teams.
    2. Strengthen cohesion and team spirit.
    3. Valuing employees while boosting internal communication.
  • Choosing the right mechanics: To maintain interest, it’s essential to combine entertaining games (quizzes, mini-games) with more engaging mechanics, such as collaborative challenges. This mix encourages genuine and lasting involvement.
  • Optimising distribution: A successful campaign relies on mutl-media communication, adapted to employee’s habits. the use if newsletters, intranets or internal social networks is essential to boost visibility.
  • Measuring results: Monitoring performance is essential: participation rates, quality of content generated or impact on defined objectives. This data will guide the improvement of future initiatives.

Based on these principles, Leroy Merlin has shown that a competition can become a tool for mobilising its teams, strengthening ties and enhancing the company’s culture. Whether to celebrate an event or achieve HR objectives, gamification offers endless opportunities to inspire and unite.

Conclusion

Corporate gamification is a powerful way of stimulating activity, commitment and cohesion. Taking the example of Leroy merlin 100th anniversary campaign, you can organise competitions tailored to your objectives and the aspirations of your teams. Check out our catalogue of mechanics to get your staff involved!

In 30 minutes, we show you how to launch your own high-performance interactive marketing campaign

Request a demo

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