We developed the World Cup Trivia for PedidosYa to offer their users a gamified experience inspired by the popular game Trivia Crack.

By Juan Pablo Veiga, VP of etermax Brand Gamification™

During the months of June and July, we often come across major crowd-gathering entertainment events such as the UEFA Champions League final, the U-20 and Women’s World Cups, and the summer music festivals in Europe. Have you ever wondered how brands manage to reach their audiences during these occasions without overwhelming them with advertising? Gamification is an increasingly popular strategy that allows brands to create deeper connections with their audience in an innovative and effective way, leading to stronger brand loyalty and valuable insights for marketing strategies.

In the context of large sporting events, advertising is a key strategy for companies to build positive associations, increase visibility, and drive purchases. But above all, brands seek to share in the audience’s enthusiasm. So, what is the challenge? Standing out amidst the advertising noise.

It is well-known that attention is a scarce resource. Nowadays, individuals are constantly bombarded with an ever-increasing amount of information, posing a difficulty for brands. Ultimately, an excess of advertising overwhelms and saturates people, potentially leading to counterproductive messaging. Some studies indicate that a person may see between 300 and 5,000 ads per day, yet only around 12 of them generate engagement. What could be a possible solution? Gamification offers an innovative way to engage with audiences and create deeper connections.

One effective strategy utilizing this tool is gamified trivia. Whether in championships or personal challenges, users passionately participate in this game that constantly challenges them and invites them to be part of something bigger: an opportunity for active learning that is hard to achieve otherwise. Trivia is a game that awakens our competitive instinct; we challenge others and, at the same time, ourselves.

For example, during the last men’s football World Cup held in December 2022, etermax Brand Gamification™, in partnership with PedidosYa, developed the World Cup Trivia, a gamified experience inspired by Trivia Crack. It consisted of a daily trivia tournament related to football during the World Cup. PedidosYa users could play by accessing the app and had the opportunity to win prizes while staying informed about the World Cup.

This collaboration between the brands proved to be a perfect match. In the quest for a campaign that highlighted football as a fundamental passion point in the Latin American market, the platform found in etermax’s expertise a disruptive experience that, through playful elements, allowed the brand to achieve new levels of engagement. People throughout Latin America enjoyed the experience, generating a high level of engagement.

Gamification continues to grow as one of the main allies for companies and brands to communicate their offerings in a different way. The development of etermax Brand Gamification™ together with PedidosYa for the World Cup serves as a precursor to creating more disruptive and exciting experiences, and fostering deeper connections with diverse audiences.