Driving on-line sales for Minecraft through gamification

Minecraft is the most popular video game of all time, with over 141 million active monthly users in 2021. Owned by Microsoft, the game created for kids is played by both adults and children worldwide.

Following our success working with Xbox, we were delighted to be asked by Minecraft to create an interactive tool, to help drive on-line sales of their extensive range of merchandise.

“Bolser was great from start to finish in helping us implement a worldwide digital program. They took the time to understand our goals and put together a solution that exceeded our expectations. Their responsiveness was top notch and their digital knowledge exceeded other agencies we looked at. Overall, I was extremely impressed with Bolser.”
Bob Brennecke, Director of Marketing - Minecraft Consumer Products Retail Development
The challenge

Increasing retail page engagement with gamification

Driven by the retail crisis during the pandemic, Minecraft wanted a simple but engaging interactive tool that would incentivise players to check out the Minecraft merchandise available on-line. Big W, the largest on-line retailer in Australia, were selected to test the concept on their site.

Our brief was to design and develop a solution that would enable players to access free downloadable content for use in the game, via a QR code hidden on the retail site. The challenge was to make redeeming the content fun and easy for the user.

What we did

Created a super slick, engaging user experience

  • Our first step was to work closely with the Minecraft team to fully understand the user personas and their behaviour.
  • We then mapped out the customer journey in detail to ensure a seamless user experience.
  • The solution we developed requires the user to find a hidden QR code on the retail site to access the free content. Downloading it to the game takes just one click, so it couldn’t be easier!
  • The interactive ‘Treasure Chest’ gamification, conceived and designed by our team, reflects the Minecraft game itself, which makes collecting the free content fun and rewarding too.
Results

Free content claimed by over 2000 players

  • Over 2000 users found the QR code and claimed their free content which resulted in a big uplift in Minecraft product views on the Big W site.
  • The success of the trial means the initiative can now be implemented across Minecraft retail partners worldwide.

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