“Hội Du Xuân” – HD Bank Tet 2025 Gamification Creating a Festive Experience Inside the App

Tet is not just a season of promotions.
It is a time of emotions, habits, and cultural experiences.

For HD Bank, the goal was not simply to add another feature into the app.
They wanted to bring the spirit of Tet into the product itself.

Leap Studio, together with Woay, brought this vision to life through Hội Du Xuân – a digital spring market recreated inside the app, where users can “walk through Tet”, participate in activities, and receive lucky rewards for the new year.

IMPLEMENT PROCESS

From the beginning, the direction was clear – not to build a standalone mini game.

But to create a space.

A place where users enter and immediately feel the atmosphere of Tet – familiar, welcoming, yet still fresh enough to explore.

At the center of Hội Du Xuân stands the yellow apricot tree – a symbol of prosperity and luck.
Surrounding it are activities, booths, and mini games arranged like a traditional Tet market.

Users do not simply “click” on features.
They explore, move, and choose their experiences.

Step 1 – Recreate Tet As A Digital Experience

Hội Du Xuân was not designed as a dashboard.
It was built as a structured environment.

The apricot tree acts as both a visual centerpiece and the core interaction point – Shake the Apricot Tree.

Around it are interactive areas that resemble familiar spring market booths. Each space has a clear role, yet all are connected within a single experience flow.

This allows users to move naturally between activities without feeling disconnected.

Step 2 – Turn Actions Into Cultural Experiences

In Hội Du Xuân, gameplay is not just about playing.

Each activity is rooted in familiar Tet traditions.

With Shake the Apricot Tree, users interact directly with the tree, and each shake triggers a moment where “lucky rewards fall”.
Rewards vary from cash and vouchers to New Year wishes.

It is not just about receiving rewards.
It is about recreating the feeling of “receiving luck” at the start of the year.

Alongside that is Khai Bút Mừng Xuân – an experience inspired by the traditional custom of calligraphy writing at the beginning of the year.

Users engage in an interactive activity where each gesture feels like a real “first writing of the year”.
It is not just gameplay, but a transformation of cultural tradition into a digital interaction.

Each participation brings not only vouchers or points,
but also the symbolic feeling of “receiving blessings through words” for the new year.

Step 3 – Sustain Engagement Through Missions And Competition

To ensure the experience extends beyond a few sessions, a mission system was introduced as a natural continuation.

Users check in daily.
They complete banking-related actions within the app.
In return, they earn additional play turns and rewards.

At the same time, the leaderboard adds another layer of motivation.

It is not overly competitive, but enough to encourage users to return, play more, and improve their ranking.

The experience is no longer a short-term campaign.
It becomes a journey that lasts throughout the Tet season.

Step 4 – Balance Festivity With Financial Product Experience

One of the biggest challenges was balancing “festival energy” with a financial product environment.

Leap Studio and Woay ensured that the visuals are vibrant enough to convey Tet spirit, while remaining clean and structured for a banking app.

Interactions are simplified.
Flows are clear.
Effects are expressive but controlled.

The result is an experience that feels both familiar and trustworthy.

Expert Insights

Hội Du Xuân reflects a different approach to seasonal gamification.

It is not just about adding games.
It is about bringing culture into the product.

When experiences are tied to familiar actions like “shaking the apricot tree for luck” or “starting the year with calligraphy”,
users do not need to learn.

They simply participate.

And that familiarity creates a deeper connection than any complex mechanic.

Team / Credits

• Game Designers – Designed symbolic interactions and experiential flow
• Art Team – Crafted the Tet market environment and visual identity
• Game Developers – Developed and optimized mini game experiences
• Integration Engineers – Connected gamification systems with HD Bank app

Leap does not just build gamification.
We design experiences that carry meaning for users.

CTA

A Tet campaign can stop at promotions.
Or it can become an experience users truly remember.

Talk to Leap Studio – and turn gamification into a bridge between your product and user emotion.