Migros Play & Win

Challenge

Migros wanted a mobile game that lived inside its existing Cumulus loyalty touchpoints — no download, no app-store funnel — and kept customers coming back through a 12-week summer campaign. Three agencies shared the brief; Operal carried the game technology and analytics, alongside Mutabor and Apps with love.

Approach

We built a candy-crush-style match-3 web game with the brand woven into the board, the characters and the rewards. The play↔shop loop: one stamp per CHF 10 of purchases; eight stamps or sixteen levels earn a diamond and a spin of the wheel of fortune; better play improves the odds of winning vouchers. Serialised QR codes on product packs bridge shelf to game, Tell-a-Friend referrals carry in-game rewards, and browser push notifications bring players back. A self-learning algorithm steers game flow and coupon distribution in real time. More than 300,000 instant wins, weekly prizes and a grand prize of one year of shopping (CHF 10,000).

Outcome

The campaign reached roughly 5% of the Swiss population, who played on average four times a day in sessions lasting around 14 minutes. Those aren't vanity numbers — they're habit numbers, sustained across a full 12-week campaign and compatible with 200+ mobile devices.