Case Study of Record-Breaking Gamification in the CIS: +213,000 Followers in 25 Days
This article dives into one of the most extensive gamification efforts in the CIS, explaining how a single game attracted over 200,000 new followers, doubled average reach, and generated over a million comments from followers.
What is Gamification and How Does It Work
Gamification is the process where social media followers of a brand receive rewards in the form of in-game currency. For instance, points can be earned for reposts, mentions in stories, or comments on posts and live streams.
At ChatPlace, we have introduced gamification features for Instagram and Telegram. Followers earn points for their activity on your blog, such as commenting on posts, reacting to stories, or tagging your account. These points can later be exchanged for valuable prizes from your channel or brand.
For a step-by-step guide on setting up gamification and launching your first game, check out our instructions.
Why Gamification is Important. Followers actively track each new post to gain additional points, win prizes, or access valuable materials. They’re drawn into the game, making your channel stand out—followers visit multiple times a day to keep up. This type of gamification is easy to set up with ChatPlace.
Gold Service Smartphone Store Case
Hero of the Case: Smartphone store Gold Service
Industry: Smartphone sales
Store: Gold Service
Campaign Lead: Aktore Zhumabay
Starting Point (Point A): 1,426,000 followers
Average Reach Before Game: 25,700 views
The team launched a game that led to record-breaking results across the CIS. Spoiler: these results surpassed any previous gamification case we’ve seen.
Steps Taken
The game was held from May 28 to June 21—25 days of audience engagement and activity. During this time, the store’s account grew by 213,000 targeted followers, while Story reach doubled.
Actions Taken to Achieve These Results:
1. Created and configured a chatbot using ChatPlace, where they set the bot’s behavior, checks, and responses to user interactions.
2. Activated the bot to engage the audience. Once everything was set up, they activated the bot to start interacting.
3. Announced prizes for contest winners. A smartphone was a universally appealing prize that also aligned with the store’s product offerings.
4. Published game rules and leaderboard. Rules helped participants understand how to play, while the leaderboard motivated users to participate, invite friends, and stay active.
5. Monitored game progress and user engagement. This allowed them to quickly address potential issues, though the gamification process went smoothly.
6. Gained a new target audience of 155,000+ participants. This is a base for future marketing using the chatbot—sending newsletters, promoting new products, and inviting followers to future games and sales.
Points were awarded for:
- Reactions and comments in the group
- Inviting friends to join the channel
- Following on Instagram
- Completing additional tasks
The secret to success was a referral system that brought in 64,000 followers.
Creating a Game with ChatPlace
Here’s how to quickly launch your first game with ChatPlace, even if you’re new to chatbots and social media automation.
1. Register or log in to ChatPlace. Connect the account where the activities will take place.
2. Go to Growth Tools and select Gamification, then click New Game.
3. Set up points. Define how points are awarded—for example, 10 points per comment, like, mention, or repost.
4. Configure Game Settings. Select the criteria for leaderboard display.
5. Enable Join Game if needed to connect other bloggers’ accounts for collaborative campaigns.
6. Link to the Game. Choose a domain for the game, which will appear on the leaderboard.
7. Add a Game Description. Make it clear how users can win. This will appear on the game landing page with the leaderboard.
8. Launch the game by selecting Start Game in the settings.
You can edit settings and descriptions anytime.
Try gamification for yourself with ChatPlace, automating tasks and attracting users with games on your channel. Sign up and get 10 days of free access to all features:
Results
For privacy, we do not disclose sales data from this gamification campaign.
However, here’s what the Gold Service smartphone store achieved:
End Point (Point B): 1,639,000 followers
Average Reach After Game: 51,100 views
Additional results:
- 155,200 game participants
- 1,300,000 comments
- 5,500 live stream comments
- 312,200 story mentions
- 1,800,000 story reactions
- 64,000 new followers via referral links
With ChatPlace gamification and well-chosen prizes, you can achieve similar results.