E-commerce game - Money Hop

Challenge:

The only global game for the biggest sale of the year in AliExpress - 11.11 for 2021 we always set the objectives quite high. The challenge was for me to work on my first every e-commerce game and hit all the lofty business targets by also supporting as the main content strategy head for other local games where I had localization partners support.

Inputs

Crafted the whole user journey with story telling. Ensured that the business objective of engagement and sale was subtle enough to keep the users engaged in the game and keep them returning daily to play more. The sale was 2 days however, the game was supposed to encourage shoppers to ‘add to cart’ ‘collect coupons’ phase and engage them for 12 days before the sale.

Not just the story-telling but crafting the whole experience around the game starting from email to banner, push, game, collection, onboarding of the game was also part of the strategy.

Results :

The game was a hit. Within 5 days of the game being online we knew we were going to hit our targets so we extended our KPI’s

The game emails were the best performing emails for the entire sale period

The homepage banner on the App for the game hit the highest when compared to our previous 11.11 global games which was more than 3.5%

User retention rate on just day 7 was 29% (double than previous years)

Daily active users achieved was 2.91 million The game was so successful in the history of AliExpress games that we created an internal version for entire Alibaba Group employees to enjoy during the 11.11 days and we created a Black Friday version and the game is now forever on AliExpress as a regular (weekly prises) version.