Zomato Premier League (ZPL), one of the biggest attractions of this IPL, and is a testament to Zomato's innovative and one-of-a-kind application of in-app gamification. ZPL was aligned with the latest IPL season, blending the love for cricket and food in India.
Zomato aimed to boost user engagement and revenue by introducing an in-app gamified experience, the Zomato Premier League (ZPL). They combined cricket match predictions with attractive food rewards, resulting in increased participation, higher sales and valuable insights into customer behavior.
So, let’s get started with ZPL and how the brand implemented gamification for better user experience!
How did ZPL work?
Zomato introduced a prediction model within its app, where users could make predictions about their favorite cricket teams. To offer a seamless user experience, Zomato leveraged Roanuz Cricket API to access data, such as live scores, toss information, player runs, winner details, points tables, playing XI, and match stats.
Users who made accurate predictions received rewards in the form of discounts or cashback, thus perfectly blending their love for cricket and food during the IPL season. Not just that, Zomato is also the food delivery partner for eight IPL teams, offering users the convenience of enjoying their favorite cuisine while watching their favourite match live.
Gamification in Zomato
ZPL was an immediate hit with over four million participants within the first three weeks. Moreover, Zomato was also able to extract some interesting insights:
- The Mumbai Indians (MI) vs. Royal Challengers Bangalore (RCB) match on April 15th alone received over 60,000 predictions. This indicated high user engagement during key matches, as well as the potential for driving app usage and revenue during high-stakes games.
- Increase in 15% D7 retention rate since the launch of ZPL. Users were returning back to the app to make their predictions, claim their rewards and essentially order from the app leading to a significant increase in return rates.
- Weekly orders went up by 15-20%. Users were more likely to order desserts using the rewards they won, highlighting certain behavioural patterns in purchasing decisions shaped by the availability of rewards.
The success of ZPL is likely to usher in a trend of more platforms incorporating trending events with in-app gamification. Moreover, ZPL validates the importance of gamification strategies for companies operating in the online food delivery space. It emphasizes the need for businesses to monitor customer preferences, behaviours, and market trends to offer gamified experiences and develop products or promotions that resonate with their unique users.
With Nudge, you can easily implement in-app gamification without any extra hassle. Our ‘Gamification & Rewards’ module helps you to implement in-app gamification with tools like loyalty programs, challenges, streaks, quizzes, and casual games like "spin the wheel," which increase user engagement and time spent in the app.
You can integrate gamified elements seamlessly, encourage habit-building, and reward users through customizable incentives, ultimately driving higher engagement and loyalty.
Also read: Gamification in 2024: Strategies, Tools, and Use
Conclusion
By implementing gamification at the right time, Zomato was able to blend sports enthusiasts' passions with their love for food, creating a win-win situation. It is expected that this innovative approach to gamification will inspire similar strategies across platforms, challenging brands to think more creatively to distinguish themselves, innovate, and thrive.
With Nudge’s customizable challenges, rewards, loyalty programs, and playful features like quizzes and games, we can help you boost user engagement and retention effortlessly.
Book a demo with us and get the best out of gamification to enhance UX and increase retention!