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A fast-paced quiz mechanic with real monetary rewards, seamlessly linking participation to gameplay.
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.
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.