Viettel Gamification Hub Building A Long-Term Engagement Ecosystem

Most gamification campaigns typically last only a few weeks.
But this project was designed to run for an entire year.

With My Viettel, the goal was not just to create a game.
It was to build a long-term engagement system – a place where users can return regularly, explore new content, and stay connected with the app.

Leap Studio, together with Woay, developed “Hành Trình Số My Viettel” – a gamification hub designed as an ecosystem, where gameplay, rewards, and user behavior are continuously connected.

IMPLEMENT PROCESS

From the beginning, the challenge was not about building a single game.
It was about creating a system that can evolve over time.

Instead of a standalone gameplay, Leap and Woay designed an experience hub where multiple mini games and interaction mechanics coexist and support each other.

Users do not just enter to play.
They enter a journey.

Step 1 – Build A Core Journey As The Foundation

At the center of the system is a Monopoly-style board game, reimagined with Viettel’s concept.

Players spin to move across the map. Along the way, they collect rewards such as vouchers and points, avoid traps, and progress through different maps.

This experience creates a clear sense of progression.

Every move matters.
Every session contributes to a long-term journey.

Users are not just playing individual rounds.
They feel like they are progressing within a larger system.

Step 2 – Expand The Ecosystem With Multiple Gameplay Layers

If the core gameplay keeps users engaged, the surrounding mini games are what bring them back every day.

Leap and Woay did not simply add games for variety.
Each gameplay layer was designed with a specific role within the overall system.

The ball collection game acts as a daily habit.
Users return each day to collect weekly numbers. These numbers do not provide immediate value, but once a full set is completed, they can be exchanged for larger rewards.
This creates a strong sense of accumulation – a very different motivation compared to instant rewards.

Meanwhile, the hacker elimination game introduces a completely different pace.
Players must react quickly, drawing the correct characters to eliminate enemies.
This adds an action-based layer, breaking repetition and introducing challenge.

The lucky spin serves another purpose – creating instant reward moments.
With just a single action, users can receive rewards immediately.
This helps maintain positive emotions and short interaction loops.

At the same time, the collection and puzzle system acts as a long-term progression layer.
Users collect puzzle pieces from various activities and gradually complete collections to unlock rewards.
This keeps users engaged not just daily, but across weeks and even entire campaigns.

During special occasions like Tet, the system expands with seasonal experiences such as coin shaking and blind bag lion collection.
These activities bring freshness and create peak engagement moments without disrupting the overall structure.

The key is not the number of games.

It is how each game serves a different purpose:

• Some create habits
• Some deliver instant gratification
• Some introduce challenge
• Some build long-term progression
• When combined, they are no longer separate mini games.

They become a complete experience ecosystem.

Step 3 – Connect User Behavior Across The System

The strength of Hành Trình Số does not lie in the number of games.

It lies in how everything connects.

Users perform actions within the My Viettel app – such as using services, completing missions, or daily check-ins – to earn play turns and rewards.

Rewards from one activity can be used in another.
Collections, leaderboards, and progression systems are tightly linked.

The entire experience forms a continuous loop:

Interact → Earn → Play → Collect → Return

Users are not just playing games.
They are participating in a system.

Step 4 – Design For Sustainability, Not Just Launch

The biggest difference of this project lies in its timeline.

This is not a short-term campaign.
It is a system that needs to operate smoothly over a long period.

Leap Studio and Woay focused on:

• Flexible architecture for continuous content updates
• Consistent visual identity across multiple games
• Performance optimization for long-term usage
• Clear UX to prevent overload as the system expands

The experience remains fresh not by constant change,
but through structured and controlled expansion.

Insights

Hành Trình Số My Viettel represents a different approach to gamification.

Sustainable engagement does not come from a single standout feature.
It comes from a system that continuously gives users a reason to return.

By combining:

• A core gameplay with progression
• Multiple supporting mini game layers
• Behavior-driven rewards
• A long-term content strategy

the product is no longer just an app.

It becomes an experience platform.

Team / Credits

• Game Designers – Designed multi-layer gameplay and progression systems
• Art Team – Built a unified visual aligned with Viettel’s brand
• Game Developers – Developed and optimized multiple mini games
• Integration Engineers – Connected gamification systems with My Viettel

Leap does not just build games.
We design systems that grow with your product.

CTA

If users only open your app when needed,
you are missing many opportunities.

Talk to Leap Studio – to build gamification systems that users want to return to every day.