Lotte Chocolat

Not every campaign needs a complex system to drive engagement. For Lotte Chocolat, the goal was clear – create an experience simple enough for anyone to play, yet engaging enough to bring users back.

Leap Studio and Woay developed Running Pie – a running game inspired by familiar platform mechanics, where players do not need to learn, only to jump, avoid, and collect.

A light experience.
But sweet enough to stay memorable.

IMPLEMENT PROCESS

From the beginning, the direction was not to build a complex game, but to create a highly accessible gameplay loop that users can understand within seconds.

The entire experience revolves around: play → collect → redeem → return.

Step 1 – Keep Gameplay Simple To Maximize Accessibility

Running Pie takes inspiration from classic platform games like Mario, but is simplified to the core.

Players only need one action:
Jump.

Jump to avoid obstacles.
Jump to keep moving forward.

There are no complicated mechanics, no long tutorials. Users can start instantly and understand the game within seconds.

Step 2 – Turn Brand Products Into Gameplay Rewards

The key difference of Running Pie lies not in the mechanic, but in how brand products are integrated into gameplay.

Throughout the run, players collect cake items representing Lotte Chocolat products. These are not just points – they are directly tied to rewards.

Collection becomes natural.
Not forced.
Not separated from gameplay.

Users do not feel like they are seeing ads.
They feel like they are collecting treats.

Step 3 – Create A Clear Reward Loop That Drives Return

Every play session has value.

Players collect items → accumulate → redeem vouchers from the brand.

The loop is simple and easy to understand. Users instantly know why they are playing.

More importantly, each session creates another opportunity to earn, making return behavior feel natural.

Step 4 – Design Visuals That Fit The Brand Context

Leap Studio focused on creating a visual style that matches Lotte Chocolat – light, friendly, and approachable.

The design avoids being overly “game-like” or intense.
Instead, it maintains a comfortable tone suitable for a branded experience.

Everything feels soft, clean, and easy to engage with.

Expert Insights

Running Pie demonstrates a clear approach:

Gameplay does not need to be complex to be effective.

When mechanics are simple,
when rewards are directly tied to actions,
and when products are naturally integrated into the experience,

users do not just play.
They interact with the brand.

Team / Credits

• Art & Development (Leap Studio) – Designed visuals and built gameplay
• Game Designers (Woay) – Designed core loop and player experience

Leap does not just build games.
We turn interaction into brand experience.

CTA

A mini game can be just a touchpoint.
Or it can become how users remember your brand.

Talk to Leap Studio – to turn gamification into something users want to return to.