How Tallink used gamification to increase user engagement and sales

Picture of Kalev Kärpuk
Kalev Kärpuk
Tallink Group AS Gamification Case Study

AS Tallink Grupp is one of the leading providers of passenger transport and cargo transport services in the northern part of the Baltic Sea region. The company owns 14 vessels and operates seven ferry routes under the brand names Tallink and Silja Line. AS Tallink Grupp employs over 7,400 people in Estonia, Finland, Sweden, Latvia, Russia and Germany. In 2018, Tallink Grupp provided services to 9.8 million travellers and transported approximately 385,000 freight units of goods. Tallink Grupp is no stranger to gamification marketing as it has used it before its latest campaign. They created a Drop Game as a way to collaborate with Fazer. Now they used gamification to engage with their online store’s younger audience.

Jekaterina Ossipenko, the marketing manager for Tallink about using gamification in Tallink’s marketing strategy

If I’m being honest… At first, we didn’t have very high hopes. Only after we saw how the campaign performed, we were truly amazed.

Our goal was to engage the younger audience on our online store and increase brand awareness amongst them. We had an idea whispering at the back of our minds about something fun and engaging. That’s when we discovered ADACT.

We chose Wheel of Fortune to reach our goal. Since the goal was increasing engagement and brand awareness, it seemed like the right choice. To make the campaign engaging, we decided to give out different coupon codes to reach our goals and boost the sales of our online store. To our surprise, we gave out over 5251 coupons and almost every one of them got used in our online store.

As for the game itself, it was very easy to set up thanks to the simplicity of the software. It took us only about 2 hours to design the game and set everything up. Even if we had some difficulties, they were quickly solved by simple logic and with the help of ADACT’s customer support.


Tallink managed to successfully take advantage of all the benefits the “spin and win” type of game has to offer. During the one week, the campaign was live, they managed to collect over 3238 unique leads and get 5315 gameplays. The click-through rate (CTR) of these gameplays was a whopping 98.81%!

Tallink gamification case study campaign statistics

How Tallink used the Wheel of Fortune campaign

It is a no-brainer that their campaign was very successful. But how did they manage to do it? Tallink used 2 different approaches to promoting its gamification campaign: embedding it to its website and using Facebook paid ad. From there they directed the audience to spin the wheel, win the prize and back to the online store where they could redeem their coupon code.

The key part of their campaign was functionality. The game was designed so the user can spin the wheel only once a day. If they want to try their luck again, they have to come back the following day. They set up different prizes for each sector of the wheel and automated emails which were sent out after winning specific prizes. Of course, the sectors contained many motivating prizes, but the probability of winning was set different according to the prize itself.

How you can start with gamification

There’s never been a better time to start your campaign. You can create an account and build your gamification campaign in minutes with our drag-and-drop-based software! All you need are some ideas of what kind of campaigns work best for you, then launch away. You’ll be able to turn those first players into loyal fans before long enough that they will tell all their friends just how awesome this game is.

If you need any additional help on getting started, you can book a private demo with our founder and CEO Kalev Kärpuk.

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In the meeting, we will take a look at ADACT, discuss different game ideas and how gamification can help reach your marketing goals.

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