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The Global Resource for Loyalty Marketers

Study: Mobile gamers exposed to loyalty programme spend 12% more

Mobile coalition loyalty platform koomalooma presented this week the results of its study of 5,000 Turkish mobile gamers at Gamescom 2016 in Amsterdam. The research includes the effect of a loyalty programme on the game players' retention, repeat purchases, and the programme's ROI figures. The results: 12% increased spend and higher retention among the core test gaming group.

Kooma-looma is an open coalition loyalty programme and platform that allows mobile and web companies to manage reward programmes. The platform is a digital points-based programme that rewards users for their mobile and online purchases to obtain rewards and gifts such as mobile operator top-ups, smartphones and tech gadgets.

As of January 2016, the kooma-looma loyalty programme has been made available through mobile payments to a cluster of 5,000 Turkish players of free-to-play desktop games. Through the loyalty programme, these 5,000 gamers collect points for each in-game purchase. The points can be used to redeem rewards such as mobile phone top-ups and other prizes.

The research compared the in-game spending behaviour of users exposed to the loyalty programme to the spending behaviour of another homogenous cluster of gamers not aware of the programme. The first 5 months have seen gamers exposed to the loyalty programme spend on average 12% more than those who weren't exposed to the programme. The introduction of the loyalty programme resulted also in a stronger retention of game players (10% higher after 4 months) as well as increased purchase frequency rates.

To receive a copy of the full report, visit the kooma-looma website here.



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