Dubai Shopping Festival Gamifies Shopper Experience

For the 25th edition of the Dubai Shopping Festival, Dubai department of tourism wanted to bring millions of shoppers together to explore the various shopping locations around Dubai and win exclusive rewards.

Gameloft developed a quest-like gaming mobile experience, Yalla DSF, to take the 50 million shoppers of Dubai’s longest standing festival on a quest to win prizes worth up to US $160,000 across 50+ Club Apparel brands. Shoppers simply had to login in to www.yalladsf.com, and the game transformed the city into a playing field, turning a digital gaming experience into a real life shopping quest. By playing mini games,players won exclusive retail and F&B shopping vouchers to be redeemed across Dubai shopping malls and outlets. With GPS-enabled technology, new challenges were unlocked every time the players stepped into select shopping and entertainment areas. The more shoppers completed challenges and competed with others on a citywide leaderboard, the more they increased their chances of winning even bigger prizes.

Results

- Total time spent playing: 118,607 minutes

- Engagement rate : 99.5%

- Replay rate: 204.95%

- Over 5,000 shopping locations unlocked

- +10,000 vouchers distributed