A global, game-changing loyalty program

How we built an always-on acquisition, rewards and recognition program, driven by our Loyalty 4 tech platform, that became the fastest growing loyalty program in Australia and was deployed in 12 countries.

Male gamer celebrating a win on this gaming console

The first challenge

Gamers are a highly passionate bunch who aren’t afraid to speak up when the online and retail experience doesn’t meet their expectations. So, EB Games Australia wanted to understand gamer behaviour both online and in store, and find a new way to recognise, engage and reward existing customers, while driving new customer acquisition.

The birth of EB World

We created an end-to-end customer loyalty experience with gamification at its heart – a multi-tiered program that leveraged gamers’ natural behaviour to “level up”.

This revolutionary loyalty platform encompassed acquisition, recognition and retention as well as proactive care. It was a benefit-led program that progressively got to know each gamer and deliver a hyper-personalised experience at every touchpoint – delivering tangible rewards and value to customers.

EB World logo with rabbit mascot chasing a carrot

Unlocking the minds of gamers

The always-connected nature of gamers meant they demanded high standards of communication, customer service and access to the latest benefits and gaming info. EB World was developed as a multi-touchpoint system that enabled intelligent customer interaction across retail, online, call centres and social.

Deploying boss-level tech

This level of real-time interaction necessitated the integration between ERP, POS, CRM and e-commerce systems, with our Loyalty 4 platform being the central system that all program communications, member data and transactions flowed through.

In addition to providing a new level of customer experience, the platform also provided a single customer view for the EB Games team and delivered intelligent data-driven insights and communications that were used to determine geographical store placement and staff KPIs, as well as providing iterative customer journey improvements.

The program was a hit, smashing the annual acquisition target of 400,000 by signing up 1.2 million new EB World members in the first 12 months.

Laptop displaying the EB World Loyalty 4 customer hub screen

The second challenge – Taking over the world

Due to the unprecedented success of the EB World loyalty program in Australia, we were invited by GameStop, EB Games’ parent company, to respond to an international pitch.

Beating out four global enterprise vendors, we secured the job of creating, localising and rolling out the GameStop International loyalty program in 12 countries across Europe, APAC and North America.

To accomplish this, we partnered on-site and remotely with the GameStop USA and European marketing & IT teams to design, develop, integrate and deploy the cloud-based infrastructure, systems and software, including our Loyalty 4 product that supported the entire international program.

World map displaying EB World Loyalty program usage across Europe, Asia-Pacific and North America
EB Games Australia success


members, growing at 25k
new members a month


of Australian population


of customers highly


increase in spend


of store transactions
captures through EB World


open rate for
high engagement comms

GameStop International success


members and counting


countries localised and deployed

1B pa

personalised communications

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CX Lavender acknowledges the Traditional Custodians of Country throughout Australia and their connections to land, sea and community. We pay our respect to their Elders past and present and extend that respect to all Aboriginal and Torres Strait Islander peoples today.