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Context
During IPL 2025, Zupee launched “Khelo aur Jeeto” (“Play and Win”) — a special IPL quiz where players could win real money by answering cricket-themed questions correctly. Each question came with a visible countdown timer, adding urgency and excitement to the experience.
The earned cash wasn’t just a one-time reward — users could use the winnings directly to play other games on Zupee, smartly creating a loop between user acquisition and activation. The campaign was promoted heavily inside the app during match times, aligning with peak user activity and cricket enthusiasm.
Why This Works
By combining live IPL excitement, a timer-driven urgency, and monetary rewards that feed back into gameplay, Zupee created a tightly integrated engagement loop.
The timer ensured users acted fast, the cash prizes created tangible value, and the seamless transition into paid gameplay reduced friction. This triple hook (urgency + reward + retention) turned casual visitors into active, repeat players — perfectly tuned to ride the IPL wave.
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