To overview
Introduction
Proximus is much more than a telecom provider; it is a complete ecosystem of services called Proximus Plus. To let existing customers discover the full breadth of all the benefits, a platform was needed that invites repeat visits. However, the existing 'Proximus Plus World' had low engagement. livewall transformed this platform into an immersive, gamified experience. We developed a 3D board game that, inspired by Monopoly, has customers coming back every day to discover and appreciate all of Proximus's propositions in a playful way.
The challenge was the low engagement of the existing Proximus Plus platform. Although it looked visually appealing, there was a lack of intrinsic motivation for customers to return daily. As a result, knowledge about the many benefits, services, and partnerships within the ecosystem remained limited. The specific goal was to create a digital platform that not only informs but, above all, becomes a daily habit. The challenge was therefore clear: transform a passive information platform into an active, daily digital destination that significantly increases customer loyalty and the use of the Proximus Plus ecosystem.
The insight
The crucial insight was that creating a digital habit requires a ritual. Showing a beautiful 3D world is not enough; you have to give people a reason to come back daily. We use the mechanism of mobile games that utilize daily rewards and simple, repetitive actions. A well-known game mechanic, like that of Monopoly, forms the perfect foundation. By giving customers a limited number of 'dice rolls' each day, we create a sense of anticipation and a low-threshold trigger to check in. This changes the interaction from 'seeking information' to 'making daily progress,' which is psychologically much more powerful for forming a habit.
Concept and execution
The big idea was to literally bring Proximus's mission – 'Connect a better world' – to life. We transformed the Proximus Plus World into a futuristic, thriving city that the player, together with Proximus, progressively 'connects'. The more you play, the more beautiful and connected the city becomes.
To give this story a face, we introduced a new, unique brand asset: 'Fiber'. This character, inspired by the speed and light of fiber optics, is the player's avatar. Together with Fiber, you travel through the world and make the connections. This not only makes the experience personal and emotional but also gives Proximus a recognizable character for future campaigns.
The execution included several concrete deliverables:
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Concept & gamification: Development of a strategic game loop based on daily dice rolls, saving points and tickets, and unlocking rewards. The game world was divided into quadrants representing the service pillars of Proximus.
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Design (UI/UX): Creation of a visually rich 3D game world in Proximus's futuristic style. We designed an intuitive interface for the board game, the various interactive tiles (such as quizzes and mini-games), and the seasonal activations.
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Development: Building a robust and scalable platform (web-based) with a backend for managing user data, progression, and game logic. Integration of 'always-on' gameplay with temporary, seasonal campaigns.
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Brand asset creation: The complete design and 3D modeling of the character 'Fiber', from the first sketch to a vividly animated character in the game.
