{"id":27632459,"date":"2026-09-25T12:18:57","date_gmt":"2026-09-25T10:18:57","guid":{"rendered":"https:\/\/www.adictiz.com\/blog\/gamification-loyalty-program-place-de-la-gare\/"},"modified":"2026-09-29T12:15:45","modified_gmt":"2026-09-29T10:15:45","slug":"gamification-loyalty-program-place-de-la-gare","status":"publish","type":"post","link":"https:\/\/www.adictiz.com\/en\/blog\/gamification-loyalty-program-place-de-la-gare\/","title":{"rendered":"Gamification and loyalty program: Place de la Gare’s winning strategy"},"content":{"rendered":"

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Third-party cookies are gradually disappearing. Ad tracking is becoming increasingly strict. In this context, collecting qualified first-party data<\/b> is essential. <\/span><\/p>\n

Yet standard collection methods are wearing users out. Ad fatigue<\/a> is frequently discussed. Beyond three fields with no immediate reward, the drop-off rate exceeds 80%<\/b>. <\/span><\/p>\n

For a retail brand, merely accumulating passive email addresses is no longer enough. The challenge is getting active members<\/b> right from the start. <\/span><\/p>\n

The aim is threefold:<\/strong><\/p>\n

1. Cost-effective acquisition:<\/strong> bypass the automatic rise in cost per lead with more engaging ad formats.
2. Maximize qualified consent:<\/strong> replace the perceived burden of forms with a genuinely fair, consensual exchange.
3. Drive immediate member activation:<\/strong> turn a casual, curious player into a regular user of the relationship program.
<\/span><\/p>\n

<\/span><\/span>Gamification for a loyalty program<\/b> effectively addresses all of these challenges. By combining playful mechanics and targeted campaigns via Adictiz Ads<\/b>, the Place de la Gare club<\/a> (SNCF) is transforming its acquisition strategy. This approach creates a high-performing, mutually agreed<\/b> value exchange. <\/span><\/p>\n

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Place de la Gare: gaming as a growth engine for a young program<\/strong><\/h2>\n

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<\/blockquote>\n

Every day, more than 10 million travelers<\/b> pass through French train stations. This footfall presents a major relationship-building opportunity, yet a highly volatile one. <\/span><\/p>\n

Launched two years ago, the Place de la Gare club needed to establish itself quickly. It had to acquire members without driving ad spend through the roof. <\/span><\/span><\/p>\n

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A two-stage trajectory<\/strong><\/h3>\n

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<\/blockquote>\n

To firmly establish the brand, the strategy was divided into two successive phases.<\/span><\/p>\n

Initially, loyalty program gamification<\/b> acted as a direct entry point with the message “come for the game, discover the program”, enabling the acquisition of very high volumes of new profiles.<\/span><\/p>\n

In a second phase, the strategy moved toward maturity with the reverse promise: “come for the program, which includes the games.” The video or instant-win game is no longer merely an acquisition lever; it has become an ongoing relationship benefit<\/b> alongside commercial offers and promotions. <\/span><\/span><\/p>\n

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A year-round promotional campaign calendar<\/strong><\/h3>\n

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<\/blockquote>\n

To maintain contact and feed the CRM throughout the year, the brand established a regular campaign calendar. In 2025, seven interactive mechanics<\/b> punctuated key milestones (holidays, back to school, seasonal events), creating an eagerly awaited touchpoint for the commuter community. <\/span><\/span><\/p>\n

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Flagship campaigns of Place de la Gare<\/h2>\n

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Operational deployment relied on varied formats designed to hit high-volume acquisition targets while keeping media budgets in check.<\/span><\/span><\/span><\/p>\n

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Capturing attention at controlled costs: the spring Hidden Objects game<\/strong><\/strong><\/h3>\n

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For the spring campaign, the brand bet on a Hidden Objects<\/a> game designed in partnership with the Okko H\u00f4tels group<\/a>. The mechanic invited participants to find an access card hidden inside a suitcase, based on a classic observation game model. This immersive experience delivered outstanding advertising results: <\/span><\/span><\/p>\n

<\/span><\/p>\n