ACB BANK

Tet is not just about promotions. It is about symbols – luck, prosperity, and new beginnings.

For ACB, the goal was not simply to add another game into the app, but to bring a distinctly “Tet-like” feeling into the user experience. An experience that is easy to join, yet engaging enough to make users return.

Leap Studio collaborated with Woay to deliver “Mã đáo phát tài” – a Tet 2026 gamification project centered around the horse as a symbol of luck and momentum.

IMPLEMENT PROCESS

From the beginning, the focus was not on complex gameplay, but on creating familiar interactions placed in a meaningful context.

The entire experience follows a simple loop: perform actions → earn play turns → play → receive rewards → return.

Step 1 – Turn The Horse Symbol Into The Core Experience

“Mã đáo phát tài” is not just a name. The horse becomes the central visual and emotional anchor across the experience.

In the board game, players control a horse character moving across reward tiles. Each dice roll becomes a step forward, each tile a chance to earn rewards.

In the horse-catching game, players interact directly with fast-moving horses across the screen. Each successful catch delivers not only points but the feeling of “capturing luck”.

Leap Studio focused on making the horse not just a visual asset, but a consistent emotional trigger throughout the journey.

Step 2 – Combine Different Gameplay Rhythms

The two mini games are designed with contrasting rhythms.

The board game offers a slower, progression-based experience. Players roll dice, move step by step, and accumulate rewards over time.

In contrast, the horse-catching game is fast-paced and reaction-driven. Players must quickly respond to moving targets within a short time window, creating excitement and urgency.

This contrast helps keep the experience fresh, allowing users to shift between relaxed progression and quick interaction.

Step 3 – Connect Gameplay With Banking Tasks

Gameplay is not isolated from the product experience. Users need to complete banking-related tasks to earn play turns.

Actions such as transactions, service usage, or in-app activities contribute directly to unlocking more gameplay opportunities.

This creates a natural bridge between product usage and entertainment. Instead of separating “using the app” and “playing the game”, both become part of the same journey.

Each return to the app is not just functional, but also rewarding and engaging.

Step 4 – Link Rewards Directly To Every Play Session

Every play session carries value. Rewards range from points to vouchers and other incentives, all tied directly to gameplay outcomes.

Users clearly understand what they gain from each interaction. The more they play, the more they accumulate.

This reinforces a simple but effective loop: engage → earn → play → receive → repeat.

Step 5 – Align Visual And Interaction Seamlessly

With Leap Studio handling both art and development, the experience remains fully consistent.

The visual direction reflects Tet – bright, festive, and friendly – while still maintaining clarity suitable for a banking environment.

Interactions are optimized for speed and simplicity. The game loads quickly, responds instantly, and requires no complex instructions.

Users can start immediately and understand the system through interaction.

Expert Insights

This project highlights a clear principle:

Gamification does not need complexity to be effective.

When the right symbol is chosen,
when gameplay is intuitive,
and when the experience is placed in the right context (Tet – luck – prosperity),

even familiar mechanics can feel fresh and engaging.

Team / Credits

• Art & Development (Leap Studio) – Designed visuals and developed both mini games
• Game Designers (Woay) – Designed gameplay and experience structure

Leap does not just build games.
We design experiences that fit naturally within real products.

CTA

A mini game can be just a feature.
Or it can become a memorable part of the user journey.

Talk to Leap Studio – to turn gamification into an experience users want to return to every day.