Monobank Celebrated 10 Million Customers with Large-Scale Gamification
Monobank has reached a significant milestone of 10 million customers and celebrated this event by launching an interactive campaign involving the search for “lemons” within the app. Despite technical glitches due to increased traffic, the campaign attracted millions of users.
Following the launch of the prize giveaway for found “lemons,” Monobank drew the attention of over 2 million users. The activity led to technical difficulties: multiple simultaneous access attempts caused application malfunctions, particularly in transaction processing. Nevertheless, the campaign significantly boosted customer activity within the app, including purchases on the mono marketplace platform.
To engage more users, Monobank added new prizes to the existing ones, including a one-bedroom apartment near Kyiv. The surge in interest in collecting prizes was driven by prominent gamification, where the main idea is the search for rewards – “lemons” used as reward symbols.
Behavioral design expert Mariya Fronoshchuk explains the campaign’s popularity through psychological mechanisms: vivid and specific prizes trigger activity, enhanced by the excitement and unpredictability of the draw. Eduard Akhramovich, a gamification specialist, notes that this approach demonstrates the effectiveness of gamification as a marketing tool.
The resonance achieved by Monobank and the increased load on the service revealed the potential of gamification for attracting and retaining customers. Although the campaign caused temporary inconveniences, it is expected that the positive publicity and increased user activity will offset the technical failures and give the neobank new momentum for growth.
| Metric | Quantity |
|---|---|
| Number of Customers | 10 million |
| Users Engaged in the Campaign | 2 million |
| Number of “Lemons” Found | 75 million |
| Average Load per Second | 26,000 requests |
