Read time 5 minutes
Why It Matters:
Gamified experiences can turn short-lived campaign traffic into sustained engagement and repeat visits. This post shows how to pair gameplay with lead capture to build momentum before a peak event like Black Friday.
Key Takeaways:
BITE’s E-Channel Development Department dramatically increased engagement and email collection by implementing a gamified Match 3 campaign, transforming a traditional Black Friday landing page into a high-engagement lead generation engine.
Black Friday is one of the most competitive marketing events of the year. For BITE, a leading Lithuanian telecom company founded in 1996, standing out during this high-noise period required more than traditional discount messaging. They needed a way to capture attention early, collect user emails before the big day, and drive meaningful engagement — not just short-lived traffic spikes.
Renars Neimanis, Head of E-Channel Development Department at BITE, leads digital growth initiatives across the company’s online channels. His team wanted to test a new way to engage users while also generating measurable business value.
BITE faced three critical bottlenecks:
• High Black Friday Competition: Standard campaigns struggled to stand out during a saturated promotional period.
• Low Engagement with Static Landing Pages: Traditional landing pages did not incentivize repeated visits or deep interaction.
• Limited Pre-Event Lead Collection: The team needed to collect user emails before Black Friday to maximize campaign impact.
“We chose the game while brainstorming as we wanted to test it out,” Neimanis explained. “What we saw was that the engagement was huge and users kept playing it over and over again.”
Without a new approach, BITE risked blending into the Black Friday noise and missing the opportunity to build meaningful pre-campaign momentum.
BITE implemented a gamified Match 3 campaign embedded directly into their Black Friday landing page, transforming passive traffic into active participation.
Interactive Match 3 Game Experience
The campaign featured a simple, highly engaging Match 3 game — inspired by popular mechanics like Candy Crush — with a minimalist interface and a strong focus on replayability.
After submitting their contact information, users could immediately play and replay the game to improve their scores. “Users kept playing it over and over again,” Neimanis said. “Also, we had prizes for the campaign and leaderboard.”
This structure directly addressed the low engagement problem by giving visitors a compelling reason to stay on the page.
Leaderboard & Prize Mechanics
To further increase motivation, BITE introduced prizes and a public leaderboard. This added competitive dynamics, encouraging repeat visits and longer sessions.
Players could return the next day to improve their score, creating sustained engagement over multiple days rather than a one-time interaction.
“We were looking at the engagement, collected emails, and whether the traffic brings us additional leads and sales,” Neimanis noted. “Mostly, the campaign had an impact on the engagement.”
Seamless Landing Page Integration
The Match 3 campaign was fully embedded into BITE’s Black Friday landing page, adding an interactive layer without disrupting the core campaign messaging.
This integration turned the landing page into an activity hub rather than a static promotional page — increasing time on site while capturing valuable user data before Black Friday officially began.
The campaign generated 567,077 visits in only one week, demonstrating exceptional traffic performance during a highly competitive promotional period.
In total, 488,307 games were started, and an impressive 98.9% of players completed the entire game from start to finish — a completion rate rarely seen in digital campaigns.
The landing page achieved a 14% bounce rate, significantly lower than industry averages for campaign traffic.
On average, each participant played the game 51 times, indicating strong replay value and sustained interest.
The most active player played 1,206 times across 6 separate days, proving the campaign’s ability to drive repeat engagement rather than one-off visits.
“What we saw was that the engagement was huge,” Neimanis emphasized. The campaign did not just attract clicks — it created active participation.
By requiring visitor information before gameplay, BITE successfully collected a substantial number of email addresses ahead of Black Friday, strengthening its ability to retarget and convert during the main sales event.
While the team also monitored leads and sales impact, Neimanis confirmed that “mostly the campaign had an impact on the engagement,” which was the initiative's primary objective.
The campaign effectively transformed a traditional promotional page into a lead-generation and engagement engine.
Discover how gamification can drive traffic, boost engagement, and generate measurable results for your brand. Contact us to request a demo.
