Silpo - Egg Club: Sprinkled

Client

Silpo-Food LLC — One of the largest grocery retail chains in Ukraine, known for its creative approach and active use of gamification to engage customers.

Challenge:

 For Easter, the goal was to refresh the previous seasons of the “Egg Club” game in line with Silpo’s new communication platform — “Happy Easter.”

This wasn’t just about updating the visuals. The task was to rethink the entire player experience: increase user engagement, improve retention, and strengthen integration with Silpo’s loyalty program.

The core business goals remained the same:

• increase loyalty among existing customers;
• attract new users;
• boost daily app activity;
• drive sales of partner products.

Solution:

 We launched a fully updated season — “Egg Club: Sprinkled”, redesigned to match the brand’s new communication style.

The game received a complete visual refresh: a new main menu, updated locations and backgrounds, and reimagined characters. The same 11 heroes remain, but now feature a fresh look and upgraded “tools,” making gameplay more dynamic and engaging.

Beyond visuals, we expanded the game mechanics to support long-term engagement:

• Daily Streak — a reward system that encourages players to return every day and improves retention;
• Milestones — a progression system where players collect in-game currency (“sprinkles”) and exchange it for special Silpo offers;
• Ticket Challenge — a final raffle mechanic: every 1,000 points earned gives players a chance to win in the grand finale, driving deeper engagement.

We also strengthened the connection to business goals: some characters can only be unlocked by purchasing partner products, directly influencing sales.

Results:

The updated season didn’t just refresh a familiar mechanic — it significantly enhanced performance across key product metrics.

Thanks to new gameplay scenarios and motivation systems:

• user return frequency increased;
• in-game engagement deepened;
• loyalty program performance improved through gamified rewards;
• partner product sales were additionally boosted through in-game integration.

This project became a natural evolution of previous seasons and proved that gamification is not just a one-time activation, but a powerful long-term tool for building loyalty and shaping user behavior.