Client
Hasbro is a world leader in board games such as MONOPOLY, CLUEDO, JENGA, TRIVIAL PURSUIT, TWISTER and others. The company is known for creating games that are popular with people of all ages around the world. As part of this mission, Hasbro sought to bring its collection of games to market using modern digital solutions, attracting new players and increasing the engagement of existing users.
Task
The main goal of the project was to create an adaptive digital platform that would not only help promote Hasbro board games, but also make the selection of games more interactive and fun. The platform was supposed to make it easier for users to find games by offering tests and filters to find the perfect game based on their preferences and mood. It was also important to consider that the platform should be fully responsive for mobile and desktop devices, with the ability to quickly switch to buying games.
Hasbro wanted to incorporate gamification elements to provide users with a deeper and more interactive experience with the brand. The platform was expected to not only raise awareness of the products, but also help players explore the full variety of Hasbro board games.
Our Solution
Decision
Modifia proposed the creation of an interactive platform using gamification mechanics and individual recommendations. Within the framework of the project, the following were developed:
Game filtering
A feature that allows users to easily find games based on specific parameters such as age rating, number of players, genre, and game duration. For example, if users want a quick game for two, the system will offer them games such as «Operation» or «Monopoly».
Game choice tests
To increase engagement, a system of tests was developed that allowed users to answer a few questions and get recommendations for games. The test included questions about mood, preferred genre, difficulty of the game, and other factors influencing the choice.
Promotions and giveaways
We’ve integrated a rewards system where players can earn points and participate in giveaways for participating in tests and game selections. Additional points could be obtained for sharing the results on social networks, which increased the reach and popularity of the platform.
Product pages
Each board game received its own page with a detailed description, user reviews, recommendations of similar games, as well as a «where to buy» option, which greatly simplified the purchase process. These pages have provided easy access to key information about the games and their features.
Adaptability
One of the key features of the platform is its full adaptation to mobile devices, including tablets and smartphones. Users could easily switch between the mobile and desktop versions of the site, and the interface remained user-friendly and intuitive on all devices.
Research and analytics
The main goal of the project was to create an adaptive digital platform that would not only help promote Hasbro board games, but also make the selection of games more interactive and fun. The platform was supposed to make it easier for users to find games by offering tests and filters to find the perfect game based on their preferences and mood. It was also important to consider that the platform should be fully responsive for mobile and desktop devices, with the ability to quickly switch to buying games.
Hasbro wanted to incorporate gamification elements to provide users with a deeper and more interactive experience with the brand. The platform was expected to not only raise awareness of the products, but also help players explore the full variety of Hasbro board games.
Concept
The main concept of the project was to make the process of choosing a game simple and fun through the use of gamification. Modifia wanted to create an interactive experience that would engage users in the game selection process. Therefore, tests and filters have become central elements of the platform, helping users quickly find the perfect games for them based on their preferences and needs.
Game description
The platform offered several levels of interaction. At the first level, users could use filters to select a game based on different parameters, such as the number of players, duration, age rating, and difficulty. The second level offered to take a short test, which, based on the user’s answers, recommended the most suitable games. After completing the test, players could receive points, which were then used to participate in prize draws.
Each game was accompanied by a detailed page with a description of the rules, recommendations for similar games and the ability to share the results on social networks. Participation in giveaways additionally motivated users to share their successes and promote the platform among their friends.
Development details
To ensure the optimal operation of the platform, we used a «rubber layout» that adapted the interface to any device, from mobile phones to desktop computers. We’ve also implemented an API to integrate the recommendation system and social media, making it easy for users to share results and engage others in the gameplay.
The launch of the Hasbro platform was a success. A significant number of users were attracted, and board game sales increased. During the first two months after the launch of the project, the following results were achieved:
Insights & Results
- 120,000 users have registered on the platform;
- 90% of users completed the recommendation test;
- user engagement increased by 35% due to the use of gamification elements;
- sales of board games increased by 20% during the first two months.
