Copenhagen, Denmark — Lobyco and Playable are marking five years of partnership with the release of Gamification in Grocery Retail, a collection of results and lessons from four grocery loyalty programmes across Europe and APAC.
Over those five years the two companies have together delivered 450 million game plays for retailers across four continents — Europe, Asia, Australasia and North America. The new collection sets out what those plays produced commercially, and what grocers learned along the way.
The cases cover Coop Denmark, which ran 51 million game plays in 2025 across three formats and 150 supplier-funded campaigns; Profi, part of Mega Image in Romania, which saw store visits rise 22% in weeks it ran games; New World in New Zealand, which grew new app users by 182% with a weekly midday game; and Our Co-op in the UK, which ran 182 games in its first year and found occasion-based series — Advent, Halloween, Mother's Day — drew the strongest engagement.
The difference | One integration, from app to till
Most gamification sits beside the loyalty programme; here it sits inside it. Playable's games are built directly into Nexus, Lobyco's loyalty and promotions platform, which is itself connected to the retailer's point of sale — and it is that second connection that turns a campaign tool into something a retailer can build a habit on.
The promotions engine is what closes the loop, because Lobyco is as much a promotions platform as a loyalty one. A win is not a code the shopper has to keep somewhere; it is issued as a real promotion on a real product, landing in their loyalty account, and redeeming at the checkout like any other offer. With gameplay, prize and redemption all running through one system, the reward ends up where it does the retailer the most good — at Coop Denmark, 60% of them are redeemed in store.
It works in the other direction too. A game can be triggered in real time by what someone actually puts in their basket, as Profi does with its Buy & Win format, and because the play, the promotion and the redemption all land on a single customer profile, the next offer is built on what happened rather than on what was inferred.
What each side brings
- Lobyco is the loyalty and promotions engine: targeting and personalisation, the promotion that turns a win into a real product offer, prize fulfilment, and the POS connection that redeems it at the till.
- Playable supplies more than 40 game types — spin-to-win, scratch cards, daily puzzles, advent calendars — with instant rewards and zero-party data captured on every play.
What retailers get
- A reason to open the app today. Loyalty gives shoppers a reason to come back; a daily or weekly game gives them a reason to come back now.
- Footfall and bigger baskets. Rewards are collected in the aisle, and purchase-triggered games lift spend in the weeks they run.
- Zero-party data. Preferences and permissions are given deliberately in exchange for a reward, so they are accurate and consented — and increasingly the only reliable source as third-party data disappears.
- In-store as a channel, not an afterthought. Targeting based on behaviour, a new store opening or QR codes in store itself serve a game straight to the shopper.
- A supplier-funded media line. Branded game slots turn engagement into revenue rather than marketing cost. Coop Denmark ran more than 150 such campaigns, with winners 115% more likely to buy the featured product.
- One stack. Play data syncs to loyalty, CRM and CDP, so a game updates the profile that drives the next offer.
“We're two Danish companies who got on with it. Games inside the loyalty programme, connected to the till, for five years — and shoppers keep playing, and store visits keep increasing which is the only proof that counts.”
Anders Mittag, Chief Commercial Officer — Lobyco
"We’re celebrating our 5-year partnership with Lobyco by releasing this amazing case study, featuring high-performing gamification campaigns from around the world. The results demonstrate how high-quality technology can drive incremental business value. To me this is the ultimate tech set up for a grocery retailer."
Andeas Fabricius, Co-CEO & CCO — Playable
About Lobyco
Lobyco is a loyalty and promotions company born from retail, with clients across North America, EMEA and APAC. Our platform, Nexus, is a modular, API-first and AI-powered solution that helps retailers turn loyalty into a real driver of customer engagement and revenue, connecting promotions, loyalty mechanics, and a white-label app, all through one no-code interface.
About Playable
Playable is the gamification platform for marketers. We transform engagement into action, data into insight, and brand moments into measurable impact, with interactive marketing experiences that captivate and convert. Our flexible Saas platform allows marketers to create, tailor and deploy marketing gamification campaigns at scale - powering the playable marketing of 650+ brands globally.
Media contact
Susie Middlemiss, VP Customer & GTM
marketing@lobyco.com
lobyco.com
