Case Study, Gamification

Kutt Case Study: Enhancing User Engagement and Betting Activity through a Gamified Loyalty Program

Kutt case study thumbnail

Background

Kutt is an online betting app that approached Scrimmage to amplify betting activity and peer-to-peer interactions among its users. The company sought innovative solutions to engage users and incentivize activities through cashback rewards and gamification.

Challenge

The primary challenge was to increase user retention and both the volume and frequency of bets placed by users, particularly through encouraging more peer-to-peer betting interactions. Additionally, Kutt aimed to reduce the cost of user acquisition while enhancing overall user engagement.

Solution Implemented

Scrimmage introduced a comprehensive loyalty program integrated directly into Kutt’s application through a full iframe widget. This program was meticulously designed with the following key features:

  • Level Progression: A level progression from 1 to 10, encouraging users to bet consistently and complete quests to level up.
  • Custom Quests: Daily quests that adapt based on user activity and segmentation, designed to target behaviors that boost betting activities, referrals, and general engagement with the product.
  • Point Earning and Redemption: Users can earn points through activities and redeem them for cash back, which feeds into additional betting volume. Kutt also uses Scrimmage to facilitate the redeeming of physical merchandise.
  • Perks and Badges: Users can earn status symbols and performance boosts in the form of custom perks and badges.

Key Performance Indicators

  • Users active on the loyalty program bet over 2x more often than they had before joining the loyalty program.
  • Users active on the loyalty program were retained 2.5x more effectively after just 3 months than users that did not join the loyalty program.
  • Of the users that joined the loyalty program, 35% achieved max level because of their daily activity and commitment to achieving the level up quests required. New levels and challenges were added to accommodate this group.
  • The cost per acquisition (CPA) for referrals through the gamified quests was just $4, substantially lower than Kutt’s previous CPA.

User Feedback

Feedback from Kutt’s user base has been overwhelmingly positive, with users expressing a strong desire for more levels, quests, and achievements, indicating high engagement and satisfaction with the program.

The Live Product

What Comes Next

Since integrating, Kutt has increasingly depended on Scrimmage to provide more engagement features and analytical tools that are now essential for delivering an exceptional in-app experience for their users. Scrimmage plans to continue its collaboration with Kutt to expand and enhance the features based on user feedback and performance metrics aimed at increasing user engagement and betting activity.