airasia grows its gaming feature with BIGGIE Wonderland to push loyalty

Airasia has updated its game, BIGGIE Wonderland, which is part of it SuperApp's games feature. The game was inspired by airasia’s own "BIGGIE" mascot who is a points expert that provides members with tips on maximising the value of airasia points. With the launch of airasia Republic, airasia Super App has introduced brand new characters that will accompany BIGGIE called airasia buds, consisting of Tappy the Tapir and Bam the pygmy Elephant, and Ogu the fabulous Orangutan.

BIGGIE Wonderland consists of three mini-games that players can earn free airasia points from, by collecting points for every play in these mini-games.

According to airasia, the gamification element helps boost and bring loyalty prorammes into a fully digital experience. CEO of Capital A himself, Tony Fernandes, has aimed to set up its own airasia community and engagement platform where airasia brings the whole of ASEAN closer together, enabling the community to share information, engage and build meaningful connections, share creativity and learn from each other.

While BIGGIE Wonderland provides benefits to its members, it also encourages active users and engagement. It enables users to earn points and provides platform more transactions or point redemptions across the platform. Airasia rewards aims to use all the data collected from each interaction to improve its back-end systems integrations and optimise members’ participation. It also increased the involvement and frequency of members interacting with the brand through the game, eventually building loyalty.

Capital A has previously said that it aims to create a more community-led experience on the airasia Super App by introducing airasia chat, games and the newly launched airasia gifts - allowing the community of airasia members to connect, play and share. Airasia gifts is done in partnership with COOP Marketing Group, a South Korean mobile voucher firm, and is accessible only via airasia chat. Users can experience cross-border mobile gifting and select from gift categories which include airasia products; beauty, health and wellness, entertainment, fashion, and F&B, among others.

In other news, Capital A is planning to launch its e-hailing service called ‘airasia ride’ in Singapore this June. CEO, Tony Fernandes, made the announcement at a press conference during the airasia SuperApp rider and driver appreciation held in Kuala Lampur on 12 January. He also said that Capital A is still working towards obtaining a license to operate in Singapore, hoping to secure it by the end of this quarter. He pointed out that as of now, there are approximately 400 full-time drivers with airasia ride. 

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