Fetch
Game achievements
Boosting mobile game engagement in the Fetch app through limited-time challenges.
Shipped • 2025
Overview
Fetch Play turns mobile gaming into real-world rewards.
Complete a game task, get points, redeem those points for gift cards — a rewarding loop for users and a meaningful driver of engagement and revenue for Fetch.
Background
As players progress, game tasks become harder and less attainable, leading to churn.
Marketing promotions (e.g. double points) counteracted some of this churn, but engagement spikes were short-lived.
Problem
Users are discouraged by the effort required to achieve harder game tasks, leading to drop-off.
To sustain motivation, we need an outer loop that rewards and celebrates task completion, not just as incremental moments of success, but as recognition of persistence and effort.
Solution
A reward-driven outer loop to encourage repeat gameplay
We developed an outer loop mechanic where users would receive a bonus for completing multiple game tasks. Real-time, in-app progress tracking made the journey feel visible and achievable.
Experimenting with a mystery bonus for some users
In some user segments, we hid the reward amount behind a mystery bag to test whether a surprise would motivate better than explicit points (spoiler alert: explicit points performed better).
A visual celebration recognized persistence and effort
When a player completed the challenge, we deposited their hard-earned points and celebrated the moment with a rewarding message and visual payoff. This moment closed the loop on the challenge, making users feel that their progress was acknowledged.
Results
Repeat play, lasting results.
Game achievements encouraged deeper play and delivered stronger retention, validating our hypothesis.
+7%
tasks completed
+18%
revenue
+218%
7-day retention
Evolution
We took this one step further for the 4th of July.
The success of the initial experiment paved the way for a full-scale, in-app campaign launched in partnership with Marketing for the 4th of July.
Campaign
Full-focus, designed to drive action
We elevated task achievements from a simple card into a visually rich, full-width section, equipped with themed visuals and a dynamic timer to emphasize the limited-time nature of the campaign.
A themed, end-to-end campaign in partnership with Marketing
We activated Fetch’s marketing surfaces to amplify campaign reach, drive urgency, and bring more players into the limited-time event.
Results
Record-breaking revenue and reactivated users
The 4th of July campaign drove the highest 7-day game revenue in Fetch history, more than doubling our pre-campaign daily average and proving the power of sustained engagement.
+120%
revenue lift
180,000
reactivated users
Summary
From early testing to strategic execution
We started with a lightweight product experiment and scaled it into a fully integrated campaign in partnership with Marketing, proving that starting small and scaling strategically drives stronger, more sustainable outcomes.
Fetch
Game achievements
Boosting mobile game engagement in the Fetch app through limited-time challenges.
Shipped • 2025
Overview
Fetch Play turns mobile gaming into real-world rewards.
Complete a game task, get points, redeem those points for gift cards — a rewarding loop for users and a meaningful driver of engagement and revenue for Fetch.
Background
As players progress, game tasks become harder and less attainable, leading to churn.
Marketing promotions (e.g. double points) counteracted some of this churn, but engagement spikes were short-lived.
Problem
Users are discouraged by the effort required to achieve harder game tasks, leading to drop-off.
To sustain motivation, we need an outer loop that rewards and celebrates task completion, not just as incremental moments of success, but as recognition of persistence and effort.
Solution
A reward-driven outer loop to encourage repeat gameplay
We developed an outer loop mechanic where users would receive a bonus for completing multiple game tasks. Real-time, in-app progress tracking made the journey feel visible and achievable.
Experimenting with a mystery bonus for some users
In some user segments, we hid the reward amount behind a mystery bag to test whether a surprise would motivate better than explicit points (spoiler alert: explicit points performed better).
A visual celebration recognized persistence and effort
When a player completed the challenge, we deposited their hard-earned points and celebrated the moment with a rewarding message and visual payoff. This moment closed the loop on the challenge, making users feel that their progress was acknowledged.
Results
Repeat play, lasting results.
Game achievements encouraged deeper play and delivered stronger retention, validating our hypothesis.
+7%
tasks completed
+18%
revenue
+218%
7-day retention
Evolution
We took this one step further for the 4th of July.
The success of the initial experiment paved the way for a full-scale, in-app campaign launched in partnership with Marketing for the 4th of July.
Campaign
Full-focus, designed to drive action
We elevated task achievements from a simple card into a visually rich, full-width section, equipped with themed visuals and a dynamic timer to emphasize the limited-time nature of the campaign.
A themed, end-to-end campaign in partnership with Marketing
We activated Fetch’s marketing surfaces to amplify campaign reach, drive urgency, and bring more players into the limited-time event.
Results
Record-breaking revenue and reactivated users
The 4th of July campaign drove the highest 7-day game revenue in Fetch history, more than doubling our pre-campaign daily average and proving the power of sustained engagement.
+120%
revenue lift
180,000
reactivated users
Summary
From early testing to strategic execution
We started with a lightweight product experiment and scaled it into a fully integrated campaign in partnership with Marketing, proving that starting small and scaling strategically drives stronger, more sustainable outcomes.
Fetch
Game achievements
Boosting mobile game engagement in the Fetch app through limited-time challenges.
Shipped • 2025
Overview
Fetch Play rewards users for playing mobile games.
Complete a game task, get points, redeem those points for gift cards — a rewarding loop for users and a meaningful driver of engagement and revenue for Fetch.
Background
As players progress, game tasks become harder and less attainable, leading to churn.
Marketing promotions (e.g. double points) counteract some of this churn, but engagement spikes are short-lived.
Problem
Users are discouraged by the effort required to achieve harder game tasks, leading to drop-off.
To sustain motivation, we need an outer loop that rewards and celebrates task completion, not just as incremental moments of success, but as recognition of persistence and effort.
Solution
A reward-driven outer loop to encourage repeat gameplay
We developed an outer loop mechanic where users would receive a bonus for completing multiple game tasks. Real-time, in-app progress tracking made the journey feel visible and achievable.
Experimenting with a mystery bonus for some users
In some user segments, we hid the reward amount behind a mystery bag to test whether a surprise would motivate better than explicit points (spoiler alert: explicit points performed better).
Visual celebration to recognize persistence and effort
When a player completed the challenge, we deposited their hard-earned points and celebrated the moment with a rewarding message and visual payoff. This moment closed the loop on the challenge, making users feel that their progress was acknowledged.
Results
Repeat play, lasting results.
Game achievements unlocked deeper play and stronger retention, validating our hypothesis that rewarding persistence and effort would boost engagement and sustain motivation.
+7%
tasks completed
+18%
revenue
+218%
7-day retention
Evolution
We took this one step further for the 4th of July.
The success of the initial experiment paved the way for a full-scale, in-app campaign launched in partnership with Marketing for the 4th of July.
Campaign
Full-focus, designed to drive action
We elevated task achievements from a simple card into a visually rich, full-width section, equipped with themed visuals and a dynamic timer to emphasize the limited-time nature of the campaign.
A themed, end-to-end campaign in partnership with Marketing
We activated Fetch’s marketing surfaces to amplify campaign reach, drive urgency, and bring more players into the limited-time event.
Results
Record-breaking revenue and reactivated users
The 4th of July campaign drove the highest 7-day game revenue in Fetch history, more than doubling our pre-campaign daily average and proving the power of repeat engagement.
+120%
revenue lift
180,000
reactivated users
Summary
From early testing to strategic execution
We started with a lightweight product experiment and scaled it into a fully integrated campaign in partnership with Marketing, proving that starting small and scaling strategically drives stronger, more sustainable outcomes.