Gamifying in Fintech: How a Branded Hyper-Casual Game helped drive app downloads for PhonePe

In a world where attention spans are short and competition for consumer engagement is fierce, gamification has proven to be one of the most powerful tools in a marketer’s toolkit. During PhonePe’s Gold Rush campaign, we created a branded hyper-casual game that made learning about digital gold both fun and rewarding.

This innovative campaign perfectly illustrates how gaming can drive brand engagement, app downloads, and financial literacy—all within a few minutes of play.

The Challenge: Making Fintech Fun and Engaging

PhonePe wanted to encourage users to explore its digital gold features during the Gold Rush campaign. The goal was not just to spread awareness but to drive active participation and app engagement in a space that can sometimes feel complex or transactional.

To achieve this, the brand needed something simple, scalable, and irresistibly engaging—something that could cut through the clutter and connect with users emotionally while still educating them about the benefits of buying gold digitally.

The Solution: A Branded Hyper-Casual Game

We designed and built a custom web-based hyper-casual game that transformed PhonePe’s campaign goals into an interactive experience.

The game challenged players to collect gold coins, symbolizing the idea of saving and investing digitally with PhonePe. The mechanics were simple yet addictive—allowing anyone, regardless of age or gaming experience, to instantly jump in and play.

Each play session subtly reinforced key campaign messages about PhonePe Gold, encouraging players to learn more and ultimately download the app to participate in the Gold Rush.

While specific campaign metrics remain confidential, the success indicators were clear:

• Increased awareness around PhonePe’s digital gold offering.
• Strong in-game participation and replay rates.
• Uplift in app downloads during the campaign period.

Most importantly, the campaign succeeded in making fintech marketing approachable and engaging—proving that a simple, well-executed branded game can deliver significant marketing outcomes.