European Loyalty Award win for Apadmi and Greene King

This award goes beyond great game design, recognising gamification that changes customer behaviour and delivers measurable commercial impact — exactly what Greene King’s in-app experience was built to achieve.

Games that reward the behaviour the business actually wants

The principle is simple: earn the play. Rather than bolting a game onto a rewards programme, game entry is tied directly to real-world customer actions. Scan a loyalty code or complete a transaction and you unlock another turn on Pub Match, Greene King’s leaderboard game, with vouchers worth up to £50 up for grabs.

Around Pub Match sits a wider set of game mechanics designed for different moments in the customer journey. Together, they give customers more reasons to visit, spend and engage — adding some fun along the way while delivering measurable commercial value for Greene King.

What the judges said

“The Greene King app is a standout example of gamification being designed to drive genuine loyalty behaviour, rather than simply adding a game to a rewards programme. The judges were particularly impressed by the core mechanic: customers earn the opportunity to play through real-world visits, transactions and scans, creating a direct connection between gameplay and the behaviour Greene King wants to encourage…Innovative, commercially purposeful and exceptionally well executed.“

The judges also singled out the completeness of the performance evidence behind the entry; engagement, redemption, open rates and cohort results. That matters to us. Good loyalty design should always be more than a hunch; it’s a hypothesis you can prove.

Why this kind of work matters

Apps are often crowded with points and vouchers. What’s harder, and far more valuable, is building mechanics that make the next visit feel like the natural next step, rather than a discount you have to buy.

Congratulations to the team at Greene King, and to everyone at Apadmi who helped build it. We’re proud of the partnership, and there’s plenty more to come!