Grocery shopping is already full of repeat behaviour. People return to the same stores, buy many of the same products and make small decisions about where to spend every week. FairPrice has used its app to add another layer to that routine: challenges, lucky draws and mini-games that reward customers for completing specific actions.
The clearest example is Spend, Play & Win, a feature inside the FairPrice Group app. Customers can join challenges to earn bonus Linkpoints and earn lucky-draw chances through spending. FairPrice has also run standalone mini-game campaigns, including its 2025 Go Green Challenge, where users played weekly games for vouchers tied to sustainable products.
This sits on top of a very large loyalty base. FairPrice Group says Link Rewards reaches more than 2.4 million members and supports more than 600,000 transactions a day across over 1,000 participating partner outlets.
FairPrice Spend, Play & Win: How Grocery Purchases Become Challenges That Increases Average Order Value
Spend, Play & Win lives inside the FairPrice Group app and gives customers tasks to complete in exchange for rewards. FairPrice describes the feature as a play-to-earn experience where customers can participate in challenges for bonus Linkpoints and earn chances in lucky draws through their shopping activity.
The exact challenges may vary. A customer might be asked to shop at a certain store, spend a qualifying amount or use a specific payment method. The important part is that the app makes the goal visible and tracks progress toward it.
That is a small change from the normal grocery experience, but it gives FairPrice a way to differentiate from the traditional “shop and earn points.”
FairPrice Challenges Turn Promotions Into Fun & Engaging Quests That Increases Customer Spending
A conventional promotion usually starts with the offer: spend this amount and get this discount. For Fairprice, it starts with a challenge and objective that the customer can choose to accept.
FairPrice’s 2024 Tampines North challenge, for example, offered up to 500 Linkpoints to selected app users who accepted the challenge, shopped at the participating store and completed the required tasks using the FairPrice Group app.
The customer can see that there is a milestone to complete. That sense of progress is what makes the experience feel closer to a game than a normal coupon.
FairPrice Link Rewards: Purchase Gamification on Top of a Large Loyalty Network
Spend, Play & Win does not operate on its own. It sits on top of Link Rewards, FairPrice Group’s broader loyalty programme.
FairPrice Group says Link Rewards has more than 2.4 million members, covers more than 1,000 participating partner outlets and handles more than 600,000 transactions daily. Members can earn Linkpoints at FairPrice and other participating brands, then use those points for savings, rewards or transfers into other programmes.
That scale gives FairPrice something useful for gamification: customers already understand the reward currency. A challenge does not need to invent a separate prize system every time. It can simply make existing Linkpoints easier, faster or more interesting to earn.
Why Bonus Loyalty Linkpoints Work Well as a Game Reward
Bonus Linkpoints are immediately understandable to existing members because they already have a place in the customer’s account.
For a mature loyalty programme, this is a practical way to add variety. The points system can stay consistent while the behaviour required to earn extra points can be updated from campaign to campaign.
FairPrice Lucky Draw Gamification Add a Chance-Based Layer to Everyday Spending, Motivating Increased Spending & Average Checkout Value
FairPrice also uses lucky draws as part of their Spend, Play & Win mechanics. Customers can opt in digitally and track their chances in the app, while eligible transactions can automatically count toward participation.
This is useful because it removes the paper-stub problem that used to come with supermarket lucky draws. Once the customer is inside the app, FairPrice can connect the transaction, the draw entry and the reward status in one place.
Chance-based rewards create a different feeling from standard points. Linkpoints offer predictable value, while lucky draws add excitement with the possibility of a larger reward outcome.
FairPrice Mini-Games: From Loyalty Points to Playable Campaigns
FairPrice has also experimented with games that are much more visible than a points challenge.
During the Go Green Challenge in 2025, FairPrice Group app users could play a different mini-game each week. The four-week campaign included a puzzle, a matching game, a picture-guessing game and a “Slice It!” game. Gameplay was unlimited, and customers could win app vouchers worth up to S$60, with an upsized S$100 Golden Ticket during the final week.
The prizes were tied to participating sustainable products. That meant the game had a two curated objectives: spotlighting a range of merchandise, while driving user engagement. This draw attention to a curated set of products and give customers an incentive to buy them.
Why the Go Green Challenge Is a Useful Ecommerce Gamification Example
The game did not exist purely to entertain. The reward could only be used on selected sustainable products, so the campaign connected play to a specific shopping category.
This is the kind of campaign design that ecommerce brands can borrow. A game can direct attention toward a product line, category or campaign goal instead of handing out a generic reward with no connection to what the merchant wants customers to do.
How FairPrice Uses Spend & Win Gamification Mechanism to Influence Purchasing Behaviour
FairPrice’s challenges can be built around different behaviours: spending a qualifying amount, shopping at a selected store, using the app or paying with a particular payment method. That gives the retailer more control over what each campaign is trying to encourage.
A selected 2026 “Pay with Trust” challenge, for example, required eligible members to accept the challenge in the app and make qualifying transactions using the specified card across participating FairPrice Group businesses. The campaign was limited to the first 25,000 qualifiers.
Scarcity, progress and a clear completion condition all made the promotion easier to act on. The shoppers can track what they need to do and whether they have completed it.
What FairPrice’s Purchase Gamification Results Actually Show
FairPrice Group’s digital ecosystem is already used at substantial scale. The group reported in 2023 that more than 1 million customers used its digital ecosystem every month. Link Rewards today reports more than 2.4 million members and over 600,000 daily transactions.
Those numbers show the size and scale of it’s Spend, Play & Win gamification strategy.
Ecommerce Gamification Lessons From FairPrice
Use Gamified Challenges To Drive Ecommerce Growth
Taking inspiration from FairPrice, ecommerce brands can leverage different challenges to motivate their customers to perform a desired action. For example, for them to shop a specific new collection, spend more to reach a qualifying order amount for a chance to participate in a lucky draw, or win an exclusive reward.
An ecommerce brand can do this to motivate checkout basket size, repeat purchase or specific product / collection exploration.
Mix Predictable Rewards With Chance-Based Rewards
Traditional loyalty points provide a familiar, predictable reward. While on the other hand, chance-based rewards (e.g. lucky draws and scratch cards) add uncertainty and excitement, driving more motivation and conversions.
Using both gives the brand more variety that can be applied throughout the year across different campaigns.
Make Progress Visible and Reachable
Challenges are more effective when customers can see whether they have accepted them, what remains to be done and whether the reward has been earned.
That visibility turns a promotion into something the customer can actively complete.
Is FairPrice’s Campaign an Example of Post-Purchase Gamification?
Yes, part of the FairPrice’s campaigns are leverage post-purchase gamification. For example, some challenges rewards a purchases and lucky-draw chances are earned through spending a specific amount. Customers earn a sense of instant gratification and satisfaction, directly after they have made a purchase.
Fairprice also runs a fair bit of engagement campaign before someone makes a purchase. They have a holistic campaign covering pre-purchase and post-purchase gamification.
The idea that maps most closely to post-purchase ecommerce is simple: once a qualifying transaction happens, the customer receives a gamified reward that gratifies their purchase. This can also incentivise them to revisit as a returning customer for additional purchases.
Frequently Asked Questions About FairPrice’s Gamification Campaign
How Does FairPrice Leverage Spend, Play & Win Gamification For Its Campaigns?
FairPrice integrated Spend, Play & Win within its app. This lets customers take part in challenges for bonus Linkpoints, earn chances in lucky draws through eligible shopping activity, and participate in campaign-specific mini-games.
How Successful Is FairPrice Link Rewards?
FairPrice Group says Link Rewards reaches more than 2.4 million members, handles more than 600,000 daily transactions and includes more than 1,000 participating partner outlets.
Is FairPrice’s Campaign an Example of Purchase Gamification?
Yes. Several FairPrice challenges and lucky-draw mechanics are tied directly to eligible purchases, qualifying spend or specified payment behaviour, gamifying customers to purchase more.
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