Global sportswear brand
How adidas harnessed gamification through a World Cup penalty shoot out game, driving over 360,000 plays and getting adiClub loyalty members to redeem and spend 15x more points than they gave away.
adiClub is adidas’ membership programme, with hundreds of millions of members across the world. For the 2026 World Cup on home turf, the LAM (Latin American) team wanted to pioneer the idea of bringing gamification inside the adidas ecosystem.
Working and consulting with Playable, adidas landed on a new concept for the app: a penalty shoot-out game where members could earn adiClub points in exchange for beating the goalkeeper. It became the programme’s biggest engagement mechanic of the tournament.
“Redemption outpaced what we gave away by roughly 15x. Playable didn’t just hand out prizes, it pulled members back into the app and got them spending points they already had sitting in their balance. That’s exactly the kind of loyal, habitual behavior we’re building adiClub to create” Bruna Vieitez Sanches, Director of Membership at adidas
“Redemption outpaced what we gave away by roughly 15x. Playable didn’t just hand out prizes, it pulled members back into the app and got them spending points they already had sitting in their balance. That’s exactly the kind of loyal, habitual behavior we’re building adiClub to create”
Bruna Vieitez Sanches, Director of Membership at adidas
Working with Playable, the team built a penalty shoot-out game featuring the Trionda, the official World Cup match ball. Members picked an opponent goalkeeper by choosing an adidas national jersey, highlighting adidas-sponsored nations. Then, members must time their shot and swipe to shoot to try to score past the goalkeeper.
360k+
total plays — roughly 6 per member
60,351
adiClub members played the campaign
100 x ROI
on Playable from this campaign
~ 10M
adiClub points earned through gameplay
15x
almost 150M points redeemed – 15x what the game paid out
40%
of winners spent their points during the campaign period
“Together with Playable, we are entering our gamification era. We are trying to make things more fun and more engaging for our members. We believed that gamification would bring a whimsical element to hook members into building a habit and staying engaged with us. and now we have the numbers to back it up. Bruna Vieitez Sanches, Director of Membership at adidas
“Together with Playable, we are entering our gamification era. We are trying to make things more fun and more engaging for our members. We believed that gamification would bring a whimsical element to hook members into building a habit and staying engaged with us. and now we have the numbers to back it up.
The redemption pattern in the results is itself useful data – it shows the team at adidas which members convert from intent mindset (playing) into activation (redeeming).
Playing the game enticed members to engage with the app and loyalty programme, whilst highlighting their existing points balance. Most importantly, it encouraged them to spend points and rewards that had so far been sitting untouched. Redemption is the engine beneath the points programme, so the 15x points redemption effect from the game was a huge result.
The World Cup experience was the start – and gamification is now part of adiClub’s always-on engagement plan in Mexico.