To overview
Introduction
How do you keep food delivery top of mind in a market where every brand is fighting for attention?
Just Eat Takeaway wanted to go beyond discounts and generic offers. The ambition: build experiences that entertain, reward and drive incremental orders. Scalable concepts that work across brands like Just Eat in Europe, Skip in Canada and Menulog in Australia. Together we set out to create playful in app games that fit seamlessly into the ordering journey. It’s turning every campaign into a moment of fun that delivers real business results.
The concept
We developed a series of in app games designed to be fast, snackable and built directly into the ordering experience.Players win vouchers by playing, instantly turning food ordering moments into playful game experiences. From scratch and win mechanics to football inspired challenges, every experience is designed to spark fun and fuel conversion.
Game Highlights
Winter Winners (UK)
A seasonal experience built to brighten dark winter days. Players got their personal gift which they could unwrap to win a wide variety of prizes, with a holiday as one of the grand prizes. The result: millions of plays and a record in terms of redemption rate.
Free Kick (8 markets)
Our Free Kick game launched during the Champions League. By scoring five times you would get your instant prize. One simple swipe mechanic where people could “score” for instant rewards.
Great Goal Refund (4 markets)
We launched this experience with JET during the Champions League. After placing an order, customers received a popup inviting them to play our game. They could choose a match, get assigned a random minute, and if a goal was scored at that exact time, their order was fully refunded. The Great Goal Refund!
This mechanic was also adapted across regions: Skip:60 to Score in Canada and Referee Refund in Australia with Menulog. Together they brought suspense, fun and a direct business impact.
The results
Across markets, the games delivered massive engagement and measurable growth:
- Millions of players engaged across Europe, Canada and AustraliaRewards redeemed at scale, fueling incremental orders
- Game formats that keep Just Eat Takeaway top of mind in a crowded market
- The partnership between livewall and Just Eat Takeaway proves how gamification is more than fun. It is a scalable growth engine that turns ordering into playful digital experiences.
