Background

Goplay is a dedicated platform within the Xplora ecosystem, designed to motivate kids to stay active by offering rewards, educational content, and engaging adventures. Originally developed as a web platform, Goplay was optimized as a Progressive Web App (PWA), enabling seamless integration into the Xplora app and select markets as a standalone app. The platform supports Xplora's mission to encourage healthier lifestyles for kids by combining gamification, fun activities, and rewards with scalable technology.

Challenge

The Goplay platform faced several challenges that needed to be addressed to maximize its potential:

1. Scaling Adventures:
   Custom gamification campaigns were time-consuming to create and launch, limiting their frequency and scalability.
   
   

2. Enhanced User Engagement:
   The platform required an engaging and interactive UI to keep kids motivated and active while exploring its features.
   
   

3. Monetization Opportunities:
   A sustainable monetization model was necessary to generate additional revenue without compromising user experience.

Solution

Platform Optimization

• Progressive Web App (PWA): Optimized Goplay as a PWA, allowing it to open seamlessly within the Xplora app. This ensured 96% of traffic originated from the app while maintaining web accessibility.

• Template-Based Adventures: Developed a templated system for gamification campaigns, enabling quick replication and faster rollouts of new adventures.

Interactive and Scalable Design

• UI Enhancements: Introduced a fun, kid-friendly UI with vibrant 3D illustrations and an exclusive purple gradient to differentiate Goplay within the Xplora ecosystem.

• Marketplace Features: Designed a marketplace with five main categories:

  • Adventures: Gamified activities to earn coins.

  • Auctions: Reward-driven bidding system.

  • Arcade: Interactive games for entertainment.

  • Watch Faces & Ringtones: Customization options for kids’ devices.

  • GoLearn: Educational content, including articles, color-ins, video series, and podcasts.

• Design System Alignment: Leveraged Xplora’s design system for scalable UX while introducing fresh elements tailored to Goplay.

Monetization & Engagement Boost

• Premium Subscription Service: Launched a premium tier offering exclusive digital content and enhanced features. This service generated an additional £40k in revenue within the first three months.

Behavioral Impact: Premium users walked an average of 13,786 steps, compared to 8,388 steps for standard users, highlighting the impact of engaging digital rewards.

Impact

1. User Growth and Engagement

• Monthly active users increased by +272%, reaching 178,858 users.

• Xplora Coins spent grew 72% month-over-month, indicating high engagement with the marketplace.

2. Encouraged Activity:

• Premium content motivated kids to walk 64% more steps, fostering healthier lifestyles.

3. Revenue Generation:

• Premium subscriptions generated £40k in just three months, establishing a sustainable revenue stream.

4. Scalability:

• The templated adventure system allowed for frequent and cost-effective launches, ensuring a steady flow of new content to retain user interest.

5. Seamless Integration:

• 96% of traffic came through the Xplora app, demonstrating successful integration and a frictionless user experience.