Loyalty and Gen Z: when gamification reinvents BZB’s in app program

by Mathis DUHAUTOY | Jul 21, 2026 | Activate data, Activate data, Build loyalty, Build loyalty, Non classifié(e), Use Case, Use Case

Traditional loyalty programs are no longer enough. Simply accumulating points after a purchase no longer captures Generation Z’s attention. For a fashion retailer like BZB, the current challenge is clear. A daily, interactive, and memorable relationship with its community must be created, going far beyond simple checkout transactions.

To modernize its approach, BZB transformed its mobile app by placing gamification at the heart of the customer experience.

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The synergy of gaming and loyalty

To reach a mobile first audience, gamification must be authentic. It could not be a mere marketing gimmick; it had to be integrated into the heart of the user journey.

This is the work carried out as a duo by Adictiz and Maxxing. Roles are clearly divided to ensure a seamless experience. Maxxing manages the technical foundation and infrastructure, while handling the loyalty engine, customer accounts, and rewards. Meanwhile, Adictiz brings life and interactivity to the interface. Real time synchronization links the two platforms so that every in game action instantly converts into earned or spent loyalty points. All without the slightest friction for the user.

Focus on mechanics: tailored activations

Adictiz deployed varied animations in the BZB app. This mix combines tailored innovations and turn key formats to set the pace of the experience.

1. The in app Raffle: the ideal mechanic to boost points

Our teams developed an exclusive tailored Raffle mechanism. The setup encourages customers to use their accumulated loyalty points.

The concept: the user wagers 50 loyalty points to buy a ticket and try to win exceptional prizes highly sought after by the target audience (1 pass to a major music festival or a set of 4 tickets to Parc Astérix).

A dynamic interface: a visual gauge indicates the total number of tickets purchased in real time, creating a sense of collective enthusiasm.
End to end controlled UX: the Adictiz algorithm manages the draw while integrating smooth user flows (error pages if the point balance is insufficient or if the raffle is full, end of game alerts).

Results that met expectations: the very first raffle was an immediate success with over 6,900 participating program members. More than 6 out of 10 of whom validated their opt in, making this first activation a true marketing success both in terms of engagement and database qualification.

2. The weekly Instant Win appointment

To establish a routine and bring users back to the app every week, BZB offers Instant Win sessions guided by precise management rules:

Participation is limited to once a week per user to build anticipation.
A 100% winning mechanic that automatically distributes loyalty points, immediately credited to the customer’s account.
A single prize rule: a player who has won points cannot accumulate other prizes during the same session.

3. A game catalog to set the pace for the commercial year

To support the brand’s key moments and avoid user fatigue, BZB draws from the Adictiz catalog to launch temporary formats tailored to social media codes:

The Photo Contest: A drive-to-store mechanic that invites customers to take photos of themselves in front of store windows for a chance to win rewards.

The Quiz: To test the community’s fashion knowledge and showcase the BZB brand universe.

The Swiper (“I want it / Not my style”): An ultra intuitive format to qualify customer product preferences in a playful way.

Key takeaways

By connecting the agility and creativity of Adictiz games to the power of Maxxing’s loyalty engine, BZB succeeds in its challenge. The brand no longer merely rewards purchases: it rewards interaction. In app gamification stands out here as the essential pillar of a modern retention strategy, capable of turning every app user into an active member of the BZB community.

🚀 How about you, where does your loyalty strategy stand?

Whether you want to modernize your current loyalty program or launch a new marketing campaign, our teams are here to support you. Let’s discuss your project.

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From the screen to the enclosure: the gamification strategy at ZooParc de Beauval

by Mathis DUHAUTOY | May 18, 2026 | Animation, Animation, Animation, Captivate the audience, Captivate the audience, Captivate the audience, Use Case, Use Case, Use Case

In a particularly dynamic French tourism market (100M tourists), the competitiveness of a brand or chain depends on its ability to maintain a continuous link with its visitors, well beyond the visit itself. Faced with a seasonality and fundamental challenges – animal welfare, biodiversity preservation, raising public awareness – zoological parks must evolve their communication toward a more sustainable dialogue.

A triple objective:

Recruiting: collect qualified data (opt-in) to limit the intermittence of the activity.
Engage: animate communities all year round, beyond the highlights.
Raising awareness: promote the park’s actions in an educational and entertaining way.

Gamification provides an effective response to these three challenges. By integrating game mechanics into its marketing strategy, the ZooParc de Beauval transforms every digital interaction into a double lever: engaging relationships and raising awareness of biodiversity.

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ZooParc de Beauval: a year-round gamification player

Nearly one French person in three visit a zoo every year. In this competitive family business, standing out from the crowd requires an innovative relational strategy.

ZooParc de Beauval is France’s most visited zoological park, with 1.9 million visitors in 2024. But its ambition goes far beyond the physical visit. The park aims to :

maintain a relationship with its audience all year round,
generate traffic to the website and box office
enrich your CRM base with qualified leads.

To orchestrate this strategy, ZooParc de Beauval is deploying continuous gamified activations with the Adictiz platform.

Interactive mini-sites accessible on mobile, social networks, the website or via QR codes multiply the points of contact. The objective is transversal: to combine education, emotion and marketing performance in each activation.

Key operations at ZooParc de Beauval

ZooParc de Beauval’s gamification strategy has been rolled out across several events throughout the year, enabling us to reactivate the audience while targeting the company’s strategic objectives (acquisition, engagement, conversion, loyalty, etc.).

Attracting a new audience: the “Tour de France” wheel of fortune

To celebrate its 45th anniversary, the brand deployed a Wheel of Fortune during the Tour de France. This mobile-first operation distributed via QR code in the Tour Caravan generated impressive results:

Engagement score: 164,000 visitors,
Conversion: 31,000 clicks to the site.

The prizes on offer covered a wide spectrum: discounts, free admission, VIP experiences and stays. The aim was to reach new audiences beyond the park’s regular visitors. The connected offline system was also perfectly aligned with the ZooParc’s family-friendly, accessible DNA.

This campaign illustrates the power of gamification for lead generation. An opt-in rate greater than 50% far exceeds industry standards. Participants are more willing to share their contact details in exchange for a fun experience and attractive rewards.

Creating emotional closeness: the “Which panda sleeps in you?” test

For instance, the personality test “Which panda sleeps in you?” generated 30,300 visitors and 21,200 registrations. The immersive format featured a draw with exclusive prizes VIP guided tour and free admission.

The objective went beyond simple data collection. By using these mechanics, the park aimed to relational engagement and deepening customer knowledge. The “feel good”, conversational format strengthened the emotional bond between visitors and the world of pandas, the park’s emblematic animals.

Furthermore, the 3,800 clicks generated to the site demonstrate the effectiveness of this format for generating qualified traffic. Participants who discover their “panda profile” develop a personal connection with the world of the park, which promotes conversion and long-term loyalty.

Boosting traffic during peak seasons: the “en route to Beauval” outrun

Another example is the “Outrun” campaign featuring a family on their way to the park. This operation generated 116,000 visitors and 4,800 clicks. Visual storytelling and immediate mechanics maximized engagement: participants easily identified with this family on their way to a day of adventure, and the prizes on offer (stays, tickets) directly encouraged conversion at the ticket office.

This campaign illustrates gamification’s ability to transform peak visitor numbers into usable CRM data to animate off-season audiences.

Create an event around a new feature: the Mega Jump “arrival of the golden monkeys”.

The arrival of the golden monkeys at ZooParc de Beauval in April 2025 was accompanied by an arcade game, the Mega Jump. This activation generated 65,000 visitors, 43,000 registrations and 7,000 clicks to the site – the highest opt-in rate of all the brand’s campaigns.

This result can be explained by the combination of an eagerly-awaited novelty and an addictive mechanic. But the operation also had an educational dimension: participants discovered the specific features of this rare species in an interactive way, reinforcing the ZooParc de Beauval’s mission to raise awareness.

Why gamification works for ZooParc de Beauval

The alignment between gamification and the animal world is a natural one. The ZooParc de Beauval’s family-friendly, fun and educational positioning lends itself perfectly to game mechanics. Visitors expect the entertainment and wonder. Gamification extends this promise beyond the ZooParc.

The exchange of value remains clear. Participants receive entertainment, a chance to win attractive prizes and an experience that strengthens their bond with the ZooParc. In return, they share opt-in qualified data. This transparent reciprocity generates a high rate of engagement.

Gamified campaigns record a 100-150% increase in engagement than traditional marketing approaches. The experiences on offer are simple, fast and perfectly integrated into the animal world. Participants can play in just a few minutes from their smartphone. This accessibility maximizes participation and boosts virality.

The high social potential of playful mechanics amplifies these performances. In fact, participants are encouraged to share their experience (results, winnings) on social networks. In this way, the company can extend the reach of its communications and reach a wider audience organically.

An ongoing relationship strategy with measurable results

The figures speak for themselves. The brand’s gamified campaigns boast opt-in rates greater than 50%, well above tourism standards. With each activation tens of thousands of qualified clicks are generated towards the website and ticketing service.

But the performance doesn’t stop there. This strategy of regular events feeds the CRM on an ongoing basis.

Campaign after campaign, the ZooParc de Beauval:

refines its knowledge of its visitors,
captures precise interest signals that enable it to fine-tune its offer and better calibrate its communications;
maintains a year-round link with its audience, even in off-peak periods, strengthening loyalty and boosting the rate of new visits.

Gamification also plays a key role in conversion. Participating in interactive experiences and earning rewards creates a real proximity with the brand. Players can easily project themselves into the brand’s world, encouraging them to plan their next visit and book a stay.

Over time, play has become a pillar of the park’s relational strategy. Each activation creates an interaction that nurtures brand loyalty: an exchange, qualified data, a good reason to come back. By creating this digital bridge “from the screen to the paddock”, ZooParc de Beauval is proving that gamification can lastingly transform customer relations in tourism to stand out from the competition.

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Kiabi builds its lead generation marketing strategy around gamification

by Mathis DUHAUTOY | Apr 15, 2025 | Animation, Animation, Captivate the audience, Captivate the audience, Use Case, Use Case

In today’s dynamic fashion industry, Kiabi stands out for its accessible style and innovative marketing approach. The brand has implemented a strategy focused on gamification. And this via a partnership with Playable marketing solution Adictiz from 2014.

This alliance has enabled Kiabi to successfully navigate through various objectives throughout the year. We invite you to discover how Kiabi excels in achieving objectives such as lead generation, brand awareness, data collection and CRM enrichment through gamified campaigns.

SUMMARY

Gamification at the heart of lead generation at Kiabi
Lead generation: Kiabi’s high-performance campaigns

Gamification at the heart of lead generation at Kiabi

Kiabi has chosen to deploy an innovative Playable marketing strategy. To meet its animation, engagement and data collection objectives. This 360° gamification strategy is built around the creation and distribution of interactive experiences.

By enabling targets to interact with content during brand highlights, Kiabi consolidates its presence and captivates its audience. This approach is not limited to capturing attention. It extends to lead generation. By encouraging sharing and virality, gamification enables Kiabi to attract leads that have an affinity with the brand, helping to establish meaningful relationships with prospects.

With the disappearance of third-party cookies, Kiabi has successfully met the challenge of collecting first-party data in an ethical and transparent way. Thus providing its CRM with a qualitative and sustainable input for future activations.

We invite you to explore 3 operations launched by Kiabi. These demonstrate their mastery of playable marketing in the pursuit of their strategic objectives.

Lead generation: Kiabi’s high-performance campaigns

The impact of Kiabi Casting on lead generation

Since 2015, Kiabi has been offering an annual month-long casting operation. It takes the form of an engaging photo contest. This initiative offers its customers the chance to become the emblematic faces of upcoming collections. They are propelled to the rank of muses during an exclusive photo shoot. The aim is to highlight the value of customer loyalty. According to Kiabi, customers are more authentic and representative of the population’s diversity than traditional models.

The Casting 2024 campaign focuses on lead generation, encouraging customers to submit their photos to apply. It’s also an opportunity for participants to vote for their favorite candidates.

Adictiz Ads media campaigns amplified the effectiveness of the campaign. They targeted the most sought-after profiles, such as young professionals, families and seniors, on social networks.

The results are remarkable: 1.37 million registrants with an average opt-in rate of over 50% in a total of five countries.

This initiative demonstrates how Kiabi has successfully merged engagement, qualified lead generation and advertising effectiveness.

Kiabi highlights its Kiabi Community platform with a Swiper

Kiabi Community is a community platform created by Kiabi, focusing on mutual support between Size+ women. It has been extended to include parents. The aim was to understand and meet the needs of its customers.

By joining this community, members can exchange ideas, influence product design and preview products. Their opinions play an essential role in the development of the product range. This enables Kiabi to adapt to customer expectations.

To promote the Kiabi Community platform, Kiabi has launched a campaign focused on concept promotion, lead generation and conversion.The Swiper mechanism was chosen to achieve these objectives.

Participants had to swipe to select their favorite looks. By entering the draw via the form, they had a chance to win Kiabi gift cards. At the end of the game, participants discovered which items had been highlighted.

The campaign raised awareness of Kiabi Community among a targeted audience. The results attest to its success, with over 14k registrations for the game, half of them via Adictiz Ads media coverage.

Kiabi qualifies its lead base

The life of a brand is built around the promotion of products or collections. With particular attention paid to the relationship with the products’ target audience. To promote its “Bienvenue Bébé” collection among young parents, Kiabi chose to interact with them through a highly attractive game: “Flip & Win”.

This experience was based on the principle of instant win. There were prizes such as baby care products to be won.

This initiative offered the brand an opportunity to get noticed and generate new leads, and to enrich its database by collecting information such as babies’ first names and ages. Thanks to this operation, Kiabi was able to help young parents prepare for the arrival of their baby, thus strengthening their loyalty to the brand.

Kiabi was able to recruit over 170,000 users to its operation, including 20% of subscribers from Adictiz Ads media campaigns. This strategy, combining lead generation and data enrichment, enabled Kiabi to qualify its audience for more targeted communications. Reinforcing its position as a brand focused on engagement and customer satisfaction.

Conclusion

Kiabi stands out in the fashion industry by adopting an innovative gamification-based marketing strategy, in partnership with playable marketing platform Adictiz. This approach has enabled the brand to navigate through a variety of marketing objectives, highlighting its expertise in lead generation, awareness building and data collection.

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