Introducing Yassir: 6 countries, 3 services, one super app

Yassir is a leading super app founded in 2017, offering ride-hailing, food and grocery delivery, package delivery, and digital payment services within a single mobile application

The company is active in 6 countries and 45 cities across French-speaking countries, including Algeria, Morocco, Tunisia, Senegal, France, and Canada. Yassir has 8 million users and has raised over $217 million in funding. In Algeria, approximately three out of five on-demand activities are conducted through the Yassir app. Backed by global venture capital firms including Y Combinator and BOND, Yassir’s ecosystem spans 8 million+ users and 100,000+ partners across drivers, couriers, and merchants.

Challenges

As Yassir expanded rapidly, scaling a loyalty and referral program internally proved far more complex than anticipated. The team had 37 core requirements spanning loyalty, referral, and gamification mechanics—all of which needed to work across multiple countries with different currencies (DZD, MAD, XOF), languages (French, Arabic), and regulatory environments. On top of that, each service vertical—Rides, Food, and Market—required unified yet flexible reward mechanics that could be adapted without rebuilding the system.

After a full year of internal development, progress had stalled. The complexity of managing multi-country, multi-service loyalty logic was consuming engineering resources that were needed elsewhere. The team evaluated European loyalty providers but found them lacking in flexibility, cost-effectiveness, and speed of implementation. Yassir needed a partner who could deliver against 97% of their requirements out of the box while remaining agile enough to add custom features as the platform evolved.

The Solution

Yassir selected Gameball for its plug-and-play SDKs and robust API support, enabling a comprehensive loyalty ecosystem that spanned every service and market from day one.

Dual-Sided Referral Program

Existing users earn 100 DZD coupons for referring friends, while new users receive 200 DZD to try the service. Referral links are shareable through AirDrop, Messages, Mail, Messenger, WhatsApp, and more—meeting users wherever they already communicate.

Cross-Service Loyalty & Challenge Board

A gamified challenge board encourages users to explore different services and build habits. Challenges like “Tenth ride with Yassir each month” (150 points), “Three orders a month” (200 points + surprises), and “Shop on our market and get a free meal” (free shipping) are displayed with progress bars and celebratory completion states—driving cross-service adoption and frequency simultaneously.

Tiered Redemption Catalog

Users redeem points for discount coupons across tiers: from 20% (5,000 points) up to 75% (20,000 points). Each coupon includes clear rules—expiration, minimum order amount, usage limits, and maximum discount caps—and is categorized by service type (Rides, Food, Market, Shop) for targeted promotions.

Seamless SDK & APIs Mobile App Integration

Loyalty is embedded throughout the Yassir experience rather than siloed into a separate section. The challenge board sits on the homepage, points earning previews appear at checkout (“You will earn 800 points for this order”), a dedicated Mukafaati loyalty section houses program details, and a Rewards tab lives in the main navigation—all connected to Yassir Wallet for seamless redemption.

Key Features Implemented

• ‍Referral Program: Dual-sided rewards (100 DZD / 200 DZD) with native multi-platform sharing‍
• Challenge Board: Service-specific milestones with progress tracking and cross-service adoption‍
• Cashback: 1 point earned for every 1 DZD spent across all services‍
• Redemption Catalog: Tiered discount coupons from 20% to 75% with rules-based management‍
• Service Categories: Rides, Food, Market, and Shop segmentation for targeted promotions‍
• Coupon & Wallet Integration: Yassir Wallet & Coupons connection for seamless earning and redemption‍
• Points Expiry: Proactive notifications for expiring points to drive redemption urgency‍
• Multi-Country Support: Localized currencies, languages, and regulatory compliance across 6 markets

Why it worked

The program worked because Gameball provided the agility and control Yassir needed without requiring costly, stalled internal re-builds:

• Fast Deployment and Cost Efficiency: Gameball's solution allowed a full program rollout in three months, reducing Yassir's development costs by 75% compared to continued internal efforts.
• Strategic Flexibility: The system provided the agility to implement custom features and enabled a flexible, multi-strategy growth plan that could be tailored to specific countries and services.
• High Referral Success: By offering clear, two-sided rewards, the referral program was immediately appealing and effective, transforming organic word-of-mouth into measurable growth.

The Results

The Gameball implementation delivered measurable impact across every dimension of Yassir’s loyalty ecosystem. Redemption rates doubled year over year—a strong signal that rewards moved from passive to actively motivating behavior, with customers clearly understanding and valuing the incentives. Average order value increased by 31.5% YoY, indicating that loyalty mechanics were encouraging higher-value transactions, not just more frequent ones. Issued coupons grew by 47.6% YoY, reflecting healthy incentive distribution driven by real engagement rather than random handouts.

Together, these metrics show a clear loyalty progression: customers engage more, spend more, earn more rewards, and actively promote the brand.

Perhaps most critically, what was projected to take 12 months of internal development was delivered in just 6 months—a 50% reduction in time and cost—freeing Yassir’s engineering team to focus on core product innovation while Gameball handled the loyalty infrastructure across all markets.

Key Takeaway

Yassir’s experience highlights a critical insight for rapidly scaling platforms: the build-vs-buy decision for loyalty infrastructure should factor in time-to-market and opportunity cost, not just technical capability. When internal development stalls on multi-country, multi-service complexity, the right external partner can unlock growth faster than continuing to build—while freeing engineering resources for the product work that actually differentiates the business.

For multi-service platforms operating across diverse markets, the lesson is clear: choose a loyalty solution that meets the vast majority of requirements out of the box while remaining adaptable to custom needs. The speed advantage compounds—every month spent building internally is a month of loyalty-driven revenue and engagement left on the table.