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Case Study · 11 of 13

How Michu taught shoppers about tofu litter by letting them play.

Brand
Michu
Mechanic
‘Kitty Klean-Up’ game
Window
Campaign run
Result
3× higher email CVR
Run a campaign like this →Play the game ↓
CAMPAIGN SNAPSHOT
‘Kitty Klean-Up’ game
3×
Higher email CVR vs. standard capture
Higher AOV+37%
Game completion88%
Signup lift+58%
▶

PlayAbly built a game where players clean a digital litter box and learn why tofu litter wins — capturing emails as they play. No boring ad required.

Case Study · 11 of 13
▶Kitty Klean-Up · product education that plays
Results

Players learned, then bought — no boring ad required.

3×
Higher email CVR
vs. standard capture
+37%
Higher AOV
Players bought more
88%
Game completion
Most players finished
+58%
Email signups
From first-time visitors
"
I learned more about cat litter from a game than any ad — and I subscribed.
MC
Michu Customer
Verified buyer

01 — A better product nobody understood.

Michu’s tofu litter is genuinely better, but its benefits don’t land in a banner ad — shoppers scrolled past.

They needed a way to teach the ‘why’ that people would actually engage with.

02 — A game that teaches by doing.

We built ‘Kitty Klean-Up’ — players clean a digital litter box and discover, through play, why tofu litter wins.

03 — Learn, play, subscribe.

PlayAbly shipped the game on Michu’s store, capturing emails mid-play and lifting both AOV and signups — no discount.

04 — The outcome: shoppers who learned, then bought.

Players completed the game 88% of the time, signed up at 3× the standard rate, and spent +37% more.

Play it

Try the game yourself.

The exact playable that ran in the campaign — give it a shot.

Why it worked

Three reasons this beats a discount.

A

Teach by playing.

Players learned the product’s ‘why’ in a way no banner could deliver.

B

Higher carts.

Educated, engaged players spent more — AOV up 37%.

C

Opt-ins through fun.

Signups came from play, not a discount bribe.

Have a moment your customers are already watching?

Bring us the trigger. We’ll handle everything else — rules, hedging, payouts, the lot.

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