Boosting User Retention with Gamified Recruitment: Spring Travel Game Case

01. Introduction

Every Chinese New Year, major internet companies launch lottery activities that give users a zero‑cost chance to win big, but the novelty is fading. Revitalizing these operations requires new game mechanisms.

02. Enhancing Freshness with Game Mechanics

Game‑based operations attract higher user engagement. The Octagonal Behavior Analysis framework includes epic meaning, growth, creativity, ownership, social influence, scarcity, curiosity, and loss avoidance. This case focuses on stimulating curiosity and the unknown.

Dice‑style games, exemplified by Monopoly, guide users to roll dice, with the outcome determining rewards or penalties, providing instant gratification and mystery.

03. Design Considerations for the Spring Travel Game

1. Target user groups – Blue‑collar workers such as maintenance staff, couriers, restaurant servers, and truck drivers are familiar with dice games.

2. Build relatable game scenes – Incorporate tools from users' daily work to enable quick understanding and emotional resonance.

3. Implement game flow

Floating dynamic icons on the app page attract clicks; styles are rotated to test click‑through rates.

The activity theme “Work Jump Jump, Salary Up” quickly conveys the game’s purpose and visual style.

Treasure boxes (copper, silver, gold) with animated opening create a ritualistic reward experience.

4. Time‑limited boxes – Completing workplace tasks unlocks limited‑time boxes, adding urgency and encouraging repeated participation.

5. Social amplification – Users gain extra dice throws by inviting friends, sharing links, and completing tasks, simultaneously promoting the recruitment platform.

04. Activity Data Results

After 15 days, the Spring Travel game achieved high user participation and a conversion rate far exceeding traditional lottery activities, delivering strong retention and conversion benefits for the recruitment platform.

05. Conclusion

A successful game‑based operation captures user behavior; designers must correctly apply the Octagonal Behavior framework, continuously explore, and validate to guide users positively and create greater enterprise value.