Orange Poland is one of the largest and most innovative telecommunications companies in Poland, serving millions of customers across the country. In the highly competitive telecommunications market, Orange recognised the importance of not only attracting new customers but also retaining and engaging them through its digital platforms. The Orange mobile app, a key touchpoint for customer interactions, plays a crucial role in this strategy, providing a convenient way for users to manage their accounts, access services, and stay informed about the latest offers.
However, despite the app's rich functionality, the telco faced challenges keeping users consistently engaged. To address this, the company sought a solution that would not only improve the user experience but also encourage ongoing interaction and brand loyalty.
To meet the challenge, Orange decided to launch the Memory Card game in the mobile application, with simple rules and fast gameplay to engage the widest possible group of users. To do this, it took advantage of one of the platform's features, the ability to present any content, including JavaScript and HTML code, as an in-app message. The mobile SDK offered by Synerise makes it possible to use the full functionality of the platform without having to upgrade the application. This gives marketing teams greater freedom and reduces the time needed to launch subsequent initiatives.
Players (app users) are challenged to find matching pairs of cards by turning them over one at a time. The cards prominently feature product images, including phones, accessories, and third-party vouchers, making the game both fun and brand-relevant. The game is split into six weekly rounds. At the end of each round, Orange rewards the 10 people who found the matching pairs the fastest. You can try as many times as you like over the course of a weekly round, perfecting your time to get the best score. New opportunities to play appear in the app every 30 minutes after the previous one has finished.
"The technical implementation of the Memory Card Game was efficiently managed by the Orange team, who ensured that the game was smoothly integrated into their existing infrastructure. Our Synerise CSI team was kept informed throughout the process, allowing us to support and advise on how to leverage the platform's capabilities for real-time data collection and personalised user experiences. This collaboration highlighted the synergy between our technology and Orange's vision for improved customer engagement.” - Natalia Kulak, Synerise
Customisation: The content of the game was tailored to Orange's offering. The cards included photos and graphics of the products that could be won during the week. This encouraged customers to learn more about the latest devices offered by Orange.
Reward system: Players with the highest scores were eligible to win premium Orange products such as smartphones and accessories.
Data collection and analysis: Synerise's analytics tools tracked user interactions with the game, collecting data on user behaviour, completion rates, and the impact of rewards on continued engagement with the app.
The launch of the Memory Card Game led to significant improvements in user engagement and retention for Orange.
"The Memory Card Game not only introduced our users to Orange's diverse offerings in a fun and interactive way but also encouraged continued engagement through the leaderboard challenge. The opportunity to win valuable Orange products added a competitive edge that significantly increased user participation and satisfaction". - Dariusz Lewczuk, Orange
Simple mobile games are helpful in increasing customer engagement due to their ease of use and instant appeal. Their simple mechanics ensure that users can quickly understand and participate, increasing interaction and time spent within the app. By integrating simple games, businesses can effectively motivate users through rewards and leaderboards, encouraging loyalty and repeat engagement. These games are cost-effective and quick to implement, allowing for rapid customisation and scalability within existing app SDKs. This approach provides a memorable user experience that strengthens the brand connection, ultimately driving higher conversion rates and long-term customer retention.