Level Up Fidelity, a gamified loyalty programme for an esports bar

• 12students coordinated across 3 teams
• 15beta testers interviewed on site
• 3 000 €360° media plan over 12 months

Context

Level Up Fidelity is a web app: with every order, customers scan a QR code, earn experience and level up a character that unlocks real perks at the bar (discounts, snacks, priority service). Le Hive, an esports bar, was our beta-testing client.

The goal: deliver the go-to-market strategy and the full game world before 28 May 2025.

What I did

• Coordinated three teams (marketing, development, 3D) across three phases, with Notion and Drive for shared documentation and Discord for client exchanges.
• Market research and positioning: 43,000+ bars in France, 27 esports bars, 11.7 million esports fans, no direct competitor in this format.
• Targets for the bar: lift retention from 20% to 40%, raise average basket by 30%, gain 25 NPS points over a standard loyalty card.
• Business model: two plans priced per monthly active user plus setup fees, maintenance packs, a freemium version, and a projection of €26,110 annual revenue for 11 bars.
• A 12-month 360° communication plan (paid, earned, shared, owned) with a detailed €3,000 budget, and GDPR compliance built in from the start.
• Qualitative study with 15 players at Le Hive to find friction points in the app.

Results

• A product roadmap from the tests: progressive onboarding, simpler navigation, a progress bar instead of action points, a priority fix for an XP bug.
• A major change agreed: features unlock with player level to keep newcomers engaged.