How AxisPay Used Gamified Loyalty to Drive Engagement and Increase LTV by 36%

About AxisPay

AxisPay is a leading regional FinTech and digital wallet provider focused on simplifying financial transactions for its users. Its core services center around enabling seamless digital payments, including essential functions like money transfers, bill payments, and Pay to Merchant (P2M) services. Operating in a rapidly evolving digital economy, AxisPay's primary goal is to become the indispensable financial hub for its customers, making reliable and versatile service adoption the key to long-term success.

Challenges

Before partnering with Gameball, AxisPay faced challenges with their in-house points and referral system. This in-house solution was not only difficult to scale but also lacked the necessary customization options.

At the same time, AxisPay team had initially planned to develop their own promotional engine, leveraging loyalty points primarily for referrals that converted into cashback in users' wallets. However, they recognized the need to expand their loyalty program to include more use cases and to speed up the development of their promotional engine.

Solution

Gameball provided a rapid, efficient solution with powerful built-in promo engine, loyalty engine and gamification capabilities, immediately addressing the technical and time-to-market limitations of their previous in-house system.

Key Gameball Solutions Implemented:

1. Custom Points Earning Rules: We established Collection-Based Earning Rules where the points awarded were tied to the profit margin of the transaction type. Services like Bill Payments and Virtual Cards had a higher point accelerator (multiplier) than basic transfers, strategically directing users toward more valuable actions.

2. Cashback Coupon Engine: AxisPay used Gameball’s ready couponing engine with a cashback coupon type (a feature built specifically to meet the high demand of FinTech clients), providing a flexible redemption option that felt immediate and valuable to the user.

3. High-Engagement Campaigns: AxisPay immediately leveraged Spin & Win campaigns to drive short-term excitement, introduce new features, and boost overall app engagement.

Everything was customized to match AxisPay’s tone and design language.

Why it worked

The success of AxisPay's strategy highlights the key difference between modern FinTech loyalty and old-school retail programs:

Strategic Segmentation: The architecture allowed AxisPay to move beyond a one-size-fits-all points system. By assigning different earning multiples to different transaction types, they could financially engineer customer behavior to maximize profit margins without increasing the total reward budget.

Speed & Agility (Time to Market): Gameball’s built-in gamification library allowed AxisPay to bypass slow internal development cycles. They went live with advanced features quickly, proving the Time to Market edge was their decisive competitive advantage.

Fun-Driven Discovery: Using Spin & Win served as an excellent low-barrier discovery tool. It encouraged customers to explore and use the more profitable services (Bill Pay, Virtual Cards) that were being rewarded, transforming the utility app into an enjoyable, rewarding experience.

Results & Key Takeaway

By integrating Gameball, AxisPay actively engaged its customer base, driving significant financial uplift across core metrics.

Loyalty and gamification are indispensable for modern FinTech. AxisPay strategically used Gameball to engineer customer behavior by tying rewards to high-value services, moving beyond their rigid in-house system. This agility enables real-time campaigns, optimizing for high Customer Lifetime Value (CLTV), and making loyalty a core driver of sustainable growth.