[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
In a particularly dynamic French tourism market (<\/span>100M tourists<\/span><\/a>), 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 <\/span>seasonality and fundamental challenges<\/b> – <\/span>animal welfare, biodiversity preservation, raising public awareness<\/span><\/i> – zoological parks must <\/span>evolve their communication<\/b> toward a more sustainable dialogue.<\/span><\/p>\n A triple objective:<\/b><\/p>\n Gamification provides an effective response to these three challenges. By integrating game mechanics into its marketing strategy, the <\/span>ZooParc de Beauval<\/span><\/a> transforms every digital interaction into a double lever: engaging relationships and raising awareness of biodiversity.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”||40px||false|false” custom_padding=”||||false|false” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][dipi_table_of_content show_table_title=”off” use_header_icon=”off” heading_tags=”off|on|off|off|off|off” show_list_numbers=”off” show_list_bullets=”on” item_bullet=”^||divi||400″ bullet_spacing=”7px” content_background=”RGBA(255,255,255,0)” content_padding=”0px|10px|0px|10px|false|false” _builder_version=”4.27.4″ _module_preset=”default” background_color=”#ECF1FF” custom_padding=”25px||25px||false|false” border_radii=”on|20px|20px|20px|20px” border_radii_content=”on|20px|20px|20px|20px” border_radii_header_icon=”on|20px|20px|20px|20px” global_colors_info=”{}”][\/dipi_table_of_content][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Nearly <\/span>one French person in three<\/span><\/a> visit a zoo every year. In this competitive family business, standing out from the crowd requires <\/span>an innovative relational strategy<\/b>.<\/p>\n ZooParc de Beauval is France’s most visited zoological park, with <\/span>1.9 million visitors in 2024<\/span><\/a>. But its ambition goes far beyond the physical visit. The park aims to <\/span> : <\/b><\/p>\n To orchestrate this strategy, ZooParc de Beauval is deploying continuous gamified activations with the Adictiz platform.<\/span><\/p>\n Interactive mini-sites accessible on mobile, social networks, the website or via QR codes <\/span>multiply the points of contact<\/b>. The objective is transversal: to combine education, emotion and marketing performance in each activation.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n ZooParc de Beauval’s gamification strategy has been rolled out across several events throughout the year, enabling us to <\/span>reactivate the audience while targeting the company’s <\/b>strategic objectives<\/a> (acquisition, engagement, conversion, loyalty, etc.).<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n To celebrate its 45th anniversary, the brand deployed <\/span>a Wheel of Fortune<\/span><\/a> during the Tour de France. This mobile-first operation <\/span> distributed via QR code in the Tour Caravan<\/b> generated impressive results:<\/span><\/p>\n <\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/04\/beauval-tour-de-france.webp” alt=”beauval-tour-de-france” title_text=”beauval-tour-de-france” align=”center” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_divider show_divider=”off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” custom_padding=”||0px|||” global_colors_info=”{}”]<\/p>\n 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. <\/span><\/p>\n This campaign illustrates<\/span> the power of gamification for lead generation<\/b>. 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. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n For instance, <\/span>the personality test<\/span><\/a> “Which panda sleeps in you?” generated 30,300 visitors and 21,200 registrations. The immersive format featured <\/span> a draw with exclusive prizes<\/b> VIP guided tour and free admission.<\/span><\/p>\n The objective went beyond simple data collection. By using these mechanics, the park aimed to <\/span> relational engagement and deepening customer knowledge<\/b>. The “feel good”, conversational format strengthened the emotional bond between visitors and the world of pandas, the park’s emblematic animals.<\/span><\/p>\n Furthermore, the 3,800 clicks generated to the site demonstrate the effectiveness of this format for <\/span>generating qualified traffic<\/b>. Participants who discover their “panda profile” develop a personal connection with the world of the park, which promotes conversion and long-term loyalty.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/04\/beauval-panda.webp” alt=”beauval-panda” title_text=”beauval-panda” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”70%” max_width=”70%” max_width_tablet=”70%” max_width_phone=”70%” max_width_last_edited=”on|desktop” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Another example is the “<\/span>Outrun<\/span><\/a>” campaign featuring a family on their way to the park. This operation generated 116,000 visitors and 4,800 clicks. <\/span>Visual storytelling<\/b> 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) <\/span>directly encouraged conversion at the ticket office.<\/b><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/04\/beauval-outrun.webp” alt=”beauval-outrun” title_text=”beauval-outrun” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”80%” max_width=”80%” global_colors_info=”{}”][\/et_pb_image][et_pb_divider show_divider=”off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n This campaign illustrates gamification’s ability to <\/span>transform peak visitor numbers into usable CRM data<\/b> to animate off-season audiences.<\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat||||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The arrival of the golden monkeys at ZooParc de Beauval in April 2025 was accompanied by an arcade game, the <\/span>Mega Jump<\/span><\/a>. 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.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2026\/04\/beauval-singes-dores.webp” alt=”beauval-golden-monkeys” title_text=”beauval-golden-monkeys” align=”center” _builder_version=”4.27.4″ _module_preset=”default” width=”80%” max_width=”80%” global_colors_info=”{}”][\/et_pb_image][et_pb_divider show_divider=”off” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_divider][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n 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. <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n 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 <\/span>entertainment and wonder<\/b>. Gamification extends this promise beyond the ZooParc.<\/span><\/p>\n 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 <\/span>generates a high rate of engagement<\/span><\/a>.<\/span><\/p>\n Gamified campaigns record a <\/span>100-150% increase in engagement<\/span><\/a> than traditional marketing approaches. The experiences on offer are <\/span>simple, fast and perfectly integrated into the animal world<\/b>. Participants can play in just a few minutes from their smartphone. This accessibility maximizes participation and boosts virality. <\/span><\/p>\n The high social potential of <\/span>playful mechanics<\/span><\/a> amplifies these performances. In fact, participants are encouraged to share their experience (results, winnings) on social networks. In this way, the company can <\/span>extend the reach of its communications<\/b> and reach a wider audience organically.<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-4″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” custom_padding=”||1px|||” global_colors_info=”{}”]<\/p>\n The figures speak for themselves. The brand’s gamified campaigns boast opt-in rates greater than 50%, well above tourism standards. With each activation <\/span> tens of thousands of qualified clicks <\/b>are generated towards the website and ticketing service.<\/span><\/p>\n But the performance doesn’t stop there. This <\/span>strategy of regular events<\/b> feeds the CRM on an ongoing basis.<\/span><\/a> <\/span><\/p>\n Campaign after campaign, the ZooParc de Beauval: <\/span><\/p>\n\n
ZooParc de Beauval: a year-round gamification player<\/strong><\/h2>\n
<\/blockquote>\n
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Key operations at ZooParc de Beauval<\/h2>\n
Attracting a new audience: the “Tour de France” wheel of fortune<\/strong><\/h3>\n
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Creating emotional closeness:<\/strong>\u00a0the “Which panda sleeps in you?” test<\/b><\/h3>\n
Boosting traffic during peak seasons: the “en route to Beauval” outrun<\/b><\/h3>\n
Create an event around a new feature: the Mega Jump “arrival of the golden monkeys”.<\/b><\/h3>\n
Why gamification works for ZooParc de Beauval<\/h2>\n
An ongoing relationship strategy with measurable results<\/h2>\n