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Case Study · 09 of 13

How Playfield turned email capture into a five-day game fans replayed.

Brand
Playfield
Mechanic
Gamified Advent Calendar
Window
5 days
Result
8× ROI
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CAMPAIGN SNAPSHOT
5-day Advent Calendar
8× ROI
Doubling earlier benchmarks
Click-through rate3×
Session length+121%
Email-list growth+58%
▶

PlayAbly built a five-day Advent Calendar of pet mini-games and quizzes that turned email capture into a game fans came back to play. No discount required.

▶Gamified Advent Calendar · daily pet mini-games
Results

Daily replays, longer sessions, 8× return on the campaign.

▶ Product photoAdd a product / lifestyle shot
8×
ROI
Doubling earlier benchmarks
3×
Click-through rate
vs. standard newsletters
+121%
Session length
Fans stayed and played
+58%
Email-list growth
Across the campaign
"
My dog’s ‘walk style’ was spot-on — I came back every day to play, and ended up buying the Bailey Kit.
PF
Playfield Customer
Verified buyer

01 — Newsletters fans skimmed once and forgot.

Playfield’s standard sends earned a single open — no reason to come back, and email growth had plateaued.

They wanted a holiday moment fans would actually return to, day after day.

02 — A five-day Advent Calendar of pet mini-games.

We built daily, personalized pet games and quizzes — each day a new reason to play, share, and opt in.

03 — Replayable, shareable, captured by design.

PlayAbly designed and ran the calendar on Playfield’s stack, capturing emails through play across all five days — no discount.

04 — The outcome: a campaign fans replayed.

Five days of games drove 3× click-through, +121% session length and +58% list growth — an 8× return.

The creative

What shoppers actually saw.

Match the Dog · mini-game
PLAYFIELD
▶ Gamified Advent Calendar

Five days.
Five pet games.
Play to unlock.

PLAY
Onsite trigger
Walk-style quiz
DAY 3 · PERSONALITY
What’s your dog’s walk style?
Answer for a personalized pick.
Maze · daily game
Guide the pup to the kit.
Finish the maze to reveal today’s reward.
Why it worked

Three reasons this beats a discount.

A

A reason to return.

Five days of games beat a one-and-done newsletter — sessions more than doubled.

B

Personalization sells.

Tailored pet results drove fans from play to purchase.

C

Captured through play.

Opt-ins came from fun, 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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