Introduction
In the ever-evolving landscape of mobile apps, gamification has emerged as a powerful tool to boost user engagement. Ncell, a leading mobile operator in Nepal, has been leveraging innovative solutions like gamification to connect more effectively with its audience. Red Tail Fox, a leader in Value-Added Services (VAS), has been partnering with Ncell since 2019, delivering innovative solutions tailored to its audience. This case study examines how Red Tail Fox’s Games for Apps service helped Ncell achieve over 4000 hours of engagement and attract 80K+ unique users through localized gaming tournaments.
Background
Red Tail Fox specializes in creating engagement solutions for apps and websites. In 2024, it introduced Games for Apps, a service that provides:
- Localized Games with tournaments and leaderboards.
- Branded Mini Games tailored for events and campaigns.
- Custom Gamification Solutions designed to meet specific client needs.
Ncell’s app, a hub for millions of Nepali users, sought to integrate gamification to enhance its user retention. Recognizing this opportunity, Red Tail Fox proposed localized gaming tournaments through its Games for Apps service.
The Journey
Initial Phase: Understanding and Implementation
- Requirement Gathering: Ncell requested four localized games with a tournament system as a pilot project. The primary goal was to evaluate how these games impacted user engagement.
- Game Selection: Red Tail Fox offered a curated library of 200+ games, from which Ncell selected four games that aligned with their cultural relevance and audience preferences.
- 3. Seamless Integration: A critical challenge was ensuring a seamless and secure login experience within the gaming section of the app. Collaborating closely with Ncell’s app team, Red Tail Fox implemented an integrated signup system, minimizing user friction.
Testing and Launch:
- September 4, 2024: The User Acceptance Testing (UAT) phase began across multiple devices and operating systems. This phase revealed valuable insights into user preferences and engagement patterns.
- September 19, 2024: Ncell launched the gaming feature publicly. The launch coincided with Dashain, Nepal’s biggest festival, allowing users to participate in culturally resonant gaming experiences.
Key Campaigns
| Event | Game | Unique Features | Participant | Engagement Outcome |
| Dashain | Changa Chait “चङ्गा चैट्” | Cultural Mangal Dhun and festival themes | 10K+ | Weekly tournament; high playtime |
| Tihar | Pataka Pop “पटाका प्प” | Night-themed visuals with Nepali landmarks | 20K+ | 6 daily tournaments |
| NPL Cricket | NCell Cricket 2024 | Integrated with Nepal’s premier cricket league | Ongoing | Scheduled for Nov-Dec, 2024 |
Results
| Key Metric | Value |
| Total Hours of Engagement | 4000+ hours |
| Unique Users Engaged | 80K+ |
| Average Engagement Boost | 3% increase in user engagement |
| Games with 100+ Hours of Engagement | Each game displayed has more than 100+ hours of engagement time |
Key Learnings
- Localized and Cultural Relevance: Games with cultural significance, such as kite flying for Dashain, resonate deeply with users.
- Occasion-Based Campaigns: Tailoring games for specific events like Tihar and Dashain creates a sense of participation and excitement.
- Gamification Across Industries: Engagement models like gaming tournaments can be extended beyond entertainment apps, including sectors like education, finance, and e-commerce.
Next Steps in 2025
Although not confirmed yet, initial discussions with the app lead at Ncell suggest that the company is exploring gamification models to further drive both engagement and transactions. These potential models could span various gamification formats, including rewarding users for engaging with Ncell services.
Upcoming Innovations in Games for Apps:
- News Media Gamification: Transforming traditional games like Sudoku and quizzes into digital formats to engage readers on news platforms.
- Financial Literacy Games: Educating banking app users while driving transactions through gamified features like spin-to-win discounts.
- QR-Based Gamification: Bridging the physical and digital with interactive QR-code-based games.
Conclusion
The collaboration between Red Tail Fox and Ncell showcases the powerful impact of gamification in driving user engagement within mobile apps. By integrating culturally relevant games through localized tournaments, Ncell not only increased user interaction but also set a benchmark for future gamified experiences. The results, including over 4000 hours of engagement and the participation of 80K+ unique users, underscore the importance of creating tailored experiences that resonate with the audience.
As Games for Apps continues to innovate and expand its offerings, businesses can look to leverage gamification to boost user retention, enhance brand engagement, and achieve measurable results. Whether in entertainment, education, or finance, gamified solutions provide endless possibilities for enhancing user experiences and driving business success.
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