BIG Loyalty has partnered with Limpopo Technology, a location-based mobile games developer in Southeast Asia, to launch its all-new mobile game Let’s Gold. Let’s Gold is a location-based mobile game where players hunt monsters to collect Let’s Gold coins, which can subsequently be converted into BIG Points.
In a statement to A+M, BIG Loyalty's spokesperson said the game took four months to develop and statistics show that Malaysians spend a high number of hours daily on gaming. However, gaming does not have a viable commercial connection yet. Hence, the Let's Gold game was made to turn hours into ringgit and connect gamers to businesses around Malaysia.
When asked why it chose to work with Limpopo Technology in particular, the spokesperson said BIG Loyalty is a big believer in collaboration and always learning and growing with its partners. "It has always been our interest to support local businesses and to extend the usage of BIG Points in the gaming ecosystem, and we saw this as an opportunity to further extend the reach of BIG Points to the gamer community," the spokesperson added.
She added that the game will increase stickiness to its app and the earn and redemption velocity of BIG Points. It also aims to use this game as an additional channel for new member acquisition. When it comes to marketing strategies, the spokesperson said its first step is to start from its member database and maximise all of its owned assets and touchpoints. These include the BIG Loyalty app, social media and EDMs to reach out to members. Upon collecting the Let's Gold coins for free, members can convert them into BIG Points which can be used to redeem a wide variety of lifestyle vouchers.
Spencer Lee, CEO of BIGLIFE, said it was always his interest to integrate BIG Points with the gaming ecosystem, and the partnership with Limpopo Technology marks the company’s first venture into the mobile gaming industry. He also added that BIGLIFE had plans to further enhance its presence in this fast-growing segment to bring more extraordinary and rewarding experiences for the members as they earn and redeem points.
“Gamification can be an extremely powerful loyalty strategy. Brands can leverage on the popularity of BIG Points to create a gamified experience that gets customers hooked and keeps them coming back,” Lee added.
Tony Chan, CEO of Limpopo Technology said the gaming app was made to bridge different industries' revenue to create a new ecosystem, allowing retails, F&Bs and other SMEs to tap into gaming as another outreach channel, strengthening business sustainability. He added that with "Malaysia’s gaming ecosystem well recognised globally", the company was in good position to start this initiation.
“Let's Gold aims to be another digitisation effort for businesses. In the near future, adaptations will be expanded to other countries as well. Our proud partnership with BIG Loyalty is a solid first step, since BIG Point is the leading loyalty point in this region”, Chan added.
Separately, earlier this year, BIG Loyalty also launched "Points Catcher", its in-app mobile games which rewarded BIG Members with free BIG Points as they played the game. This was inspired by the claw machine, where players needed to manoeuvre the claw and pick a mandarin orange emoticon that contained various denominations of BIG Points as part of their 10th anniversary.
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