Challenge
A popular streaming platform had a problem: customers were canceling their subscriptions too easily and leaving for the competition. The company needed a new idea to keep them around longer and build loyalty.
The company implemented a gamification-based loyalty program. Its purpose was to reward users for their activity and build their sense of belonging to the brand.
Action
- Preparation of the loyalty program
Users earned points for each episode of a series they watched to the end, for completing a season, and for interactions such as adding movies to their “To Watch” list, rating content, or creating their own playlists.
Based on the points earned, users advanced to subsequent loyalty levels (e.g., Viewer, Movie Buff, Critic, Streaming Legend). Each level unlocked new benefits and visible badges in the user's profile. - Ranking for the most active viewers
Users could compete with each other in rankings based on a points system. Top users received special awards and prizes—discount codes for premium subscription packages. - Personalized recommendations
The higher the loyalty level, the more precise and exclusive the content recommendations, tailored to the user's deepening preferences. - Generating personalized discount codes
The company generated unique discount codes of various values in iPresso, depending on the point threshold exceeded by a specific user (for example, 100 points - 10% discount code for the next subscription). - Automatic sending of messages with the number of points collected
Thanks to iPresso, all messages with discount codes were sent automatically, and the user received personalized message content.
Results
- Subscriber retention increased by 21%.
- Time spent on the platform increased by 15%.
- Engagement with premium content increased by 19%.
- User satisfaction increased by 13%, as confirmed by NPS research.
