Cohort-Based Loyalty Program with Responsible Growth Nudges
A year-long loyalty program revamp with cohort-based targeting. Introduced a predictive sustainer/burnout segmentation to exclude at-risk users from aggressive targeting, raising the bar on ethical growth.
+2% Net revenue
Sustained Player trust
Context
Games24x7 ran a 1-year loyalty program revamp. Beyond program economics, I noticed anecdotal signals that a subset of users were experiencing financial stress but continued to play. The signal was not in top-line dashboards. It raised concerns about long-term customer well-being and the sustainability of growth strategies.
Approach
- Designed cohort-based targeting for loyalty rewards, moving away from uniform incentive distribution.
- Partnered with Data Science to develop a predictive model segmenting users into sustainers and burnouts based on behavioral patterns.
- Made the deliberate decision to exclude at-risk users from aggressive targeting, instead introducing responsible nudges that encouraged healthier gameplay behavior.
- Aligned stakeholders that ethical responsibility and long-term customer trust were first-class outcomes alongside revenue.
Result
- 2% net revenue uplift through cohort-targeted loyalty mechanics.
- Maintained player trust throughout the transition.
- Raised the organizational bar for ethical growth.
- Established that responsible targeting and sustainable customer experience are product outcomes, not afterthoughts.