Engagement strategy for Priority

In partnership with VodafoneZiggo, Mobile Water developed a gamification strategy to drive Vodafone and Ziggo customers to the Priority loyalty platform and encourage repeat visits. The goal was to achieve increased engagement to reinforce the perception of value of Vodafone and Ziggo benefits.

Gamification strategy for VodafoneZiggo's Priority: The Priority Game

The solution

Mobile Water designed and implemented The Priority Game, a monthly interactive game. The core mechanism revolves around collecting lottery tickets, which players can strategically bet on different prize pools. The concept is based on creating a sense of control and valuable interaction moments. The journey included three key interventions.

The reveal interaction
At the end of each round of play, all participants receive a text message with their results. These "reveal moments" create renewed engagement and invite players to immediately participate in the next round of play. This so-called heartbeat mechanism is a crucial incentive for recurring behavior.

Consolation prize mechanism
Players who do not win receive an extra lottery ticket, which increases their chances for the next round. This enhances the motivation to keep playing.

Continuous sense of reward
Every moment of play feels valuable because players always receive something, whether it is a prize or an extra opportunity.

Results

An NPS of 89 shows that users have a high appreciation for the game.
The player base is constantly growing and now numbers more than 30,000 returning users per month.
The platform sees significantly more traffic after each round of play, with players continuing to navigate on Priority after playing.

A graph showing the growing number of Priority Game players.

Conclusion

The Priority Game has proven to be an effective way to increase engagement, encourage repeat behavior and make the value of the loyalty program tangible for Vodafone and Ziggo customers. Thanks to Mobile Water's technical expertise and strategic approach, this project is now considered a benchmark for successful gamification implementations.