Overview
The travel cash fest is a game built in goibibo to play and earn during the IPL. The first season of such a game was done for the 2018 season, where goibibo sponsored the Mumbai Indians team. For 2019 we have sponsored two teams, The Royal Challengers Bangalore & The Kolkata Knight Riders. This design exercise was done in 4 weeks which included 2 Designers and 2 Product Managers.
Project Snapshot
The 2018 Season
2018 was a successful one where the game construct was simple, where the users would keep the app open and earn goCash coins for every run scored / wicket taken during the Mumbai Indians IPL game and use them for travel booking.
2019 season
Two new teams for the season, Royal challengers Bangalore & Kolkata Knight Riders, and a new proposition Travel Cash Fest
Brainstorming before design
We designers along with the product team brainstormed and came up with initial wireframes for the game. The thought was to go beyond just earning and engage the users during the game and we came up with a new game construct.
New gaming construct
1. Earning Travel Cash (New Currency for the IPL)
Every RCB and KKR match, users can earn Travel cash when the home team scores boundaries, centuries or picks up a wicket.
2. Go Day | Super Day | Super Match
A new concept where earning doubles based on number of matches being played.
3. Scratch cards, Trivia & Predictors
To engage users during the match timer based scratch cards, trivia or predictors
4. Road Block Ads
There was almost a gap of about a min between overs and the user had nothing to do in the app. What we thought was to bring in ads in between the overs that could sell the best deals on goibibo.
5. Go Passes
Another new feature built was go passes. Users need not use their travel cash just to book for travel, they use it to purchase travel passes for future travel.
Final Game Design
Game Time Screen
Post Game Screen
Micro Interactions
Impact
Got 3.5Mn user enrolments out of which 2.2Mn were new users
Garnered maximum, concurrent users of 160k, during Super Matches
Users who spent the money earned has increased from 10% (2018) to 27% (2019)
The overall transactions during the IPL period increased by 16% (Average)
10% of the new users who earned transacted with us