14 June 2021
The professional esports scene in Dota 2 revolves around The International – the main tournament of the year, the prize fund of which exceeds $30 million. The publisher of Dota 2, Valve Corporation, had a tradition — on the eve of each World Championship to launch a Battle Pass. By buying it and participating in tasks, users replenished the prize fund of the tournament, gained levels and received in-game prizes.
However, in 2021, this tradition was broken.
We didn’t let gamers down and released our own battle pass together with LG Electronics – Gambit Ultra Pass.
In our VK group, we created VK mini-app, where users could complete daily tasks and win prizes every week. All tasks were aimed at increasing engagement in the UltraGear Hub group: subscriptions, likes, shares, comments – simple actions brought the desired points.
We developed the motivation system so everyone has a chance to win a prize. However, the more often the user logged into the application and the more tasks he completed, the more chances there were to receive more expensive prizes.
Completing three tasks a week guaranteed participation in the Gambit bomber raffle, five – LG headphones, and among those who completed all the tasks, we gave out LG UltraGear monitor.
Every week, the points were reset and the race for prizes started again. However, it was not enough to collect all the points in one week to win a grand prize – prepaid trip to The International – it was necessary to participate for several weeks in a row actively, which caused excitement and returned users to the application.
When completing tasks, users received virtual Gambit players cards. Each of them had interesting facts about athletes written on it, which turned a simple collecting into a real hunt for favorite athletes.
In social media, we supported the campaign with non-standard creatives, constantly fueling interest.
The campaign resulted in more than 12 thousand engaged users, among whom four lucky ones received a new LG gaming monitor, and the luckiest one will go to The International 10 in Romania!