Gamifying Engagement & Conversions with Angelo Ferro
Startups always pivot, but the best pivots happen when a clear customer demand meets the right expertise. That’s precisely what happened to Angelo Ferro and his team at Playably.
The team initially built an AI-powered landing page product. It gained traction, but working with direct-to-consumer brands presented challenges. Customers often requested endless edits, slowing down launch times. Even when engagement metrics were strong, brands prioritized short-term conversion wins over long-term improvements.
Instead of overanalyzing, they acted.
At a conference, everything shifted. People kept asking about gamification, not just quizzes, but actual games.
At first, it wasn’t even on the team’s radar. But they had the perfect background to make it happen. The founders came from Unity. Their squad had deep experience in mobile gaming, behavioral analytics, and game design. If anyone could build engaging, data-driven games for e-commerce, it was them.
Existing customers were already seeing success with interactive quizzes, so transitioning them to gamified experiences was a natural next step. The opportunity was clear, and they had the skills to move fast.
Turning Engagement Into Conversions
Getting website visitors is one thing. Keeping them engaged is another. Brands spend heavily on Facebook and Google ads, but most traffic bounces fast. If the first thing a visitor sees is a generic pop-up, they will probably ignore it. But if it is interactive and fun, they are more likely to stay.
Games change the way people interact with a site. A quiz improves engagement, but a fully branded game does even more. Visitors are not just clicking through. They are playing, staying longer, and giving up their email because they want to. If a discount or reward is tied to it, they feel like they earned it, making them more likely to use it.
Retention and engagement lead to conversions. This has been proven about user retention mobile games strive to achieve and applies to e-commerce, too. People will stick around, engage, and buy more if a site can turn passive traffic into an interactive experience.
Cold Outreach vs. In-Person Validation
Before testing conferences, Playably relied on cold outreach. It worked but had limits. Cold email can start conversations, but it rarely lands enterprise deals. The real shift came when the team met their ideal customers face-to-face.
At conferences, standing out matters. A strong value prop helps, but so does the booth experience. Few companies were offering gamification, so visitors were drawn in by curiosity. Instead of listening to a sales pitch, they got to play a game. That hands-on interaction led to honest conversations with decision-makers.
The results were clear. Their most recent event led to 20 follow-up calls. If even a fraction of those deals close, the conference more than pays for itself. Cold outreach can build awareness, but real validation happens in person.
The Challenge of Selling a New Concept
Many brands are still learning to use gamification in e-commerce. Most think of it as a simple discount spinner. Gamification drives conversions but often clashes with brand aesthetics. Website managers like the results, but creative teams see it as a gimmick.
Bridging that gap is key. A well-designed game does more than grab attention. It feels intentional and on-brand while keeping users engaged. The challenge is getting brands to see the difference.
At first, there was hesitation. Brands liked the idea but needed proof that a game could fit their identity. The shift happened once they could see real examples. Instead of explaining, the team could show a live, shoppable game. That changed everything.
Why In-Person Validation Works
Early outreach mainly consisted of cold email and networking. While this helped with traction, closing deals was complex without a product to demo. Once the team had something interactive, everything changed.
At events and meetups, a simple question, “What do you do?” turned into an instant experience. Instead of a long explanation, prospects could play a game on the spot, making the value clear.
Attention is harder to capture than ever. If someone stops, plays, and enjoys the experience, that alone proves the power of gamification. With every new demo, excitement grew, not just from customers but from the team.
The Moment Gamification Clicked
Some products take time to prove their value, while others create an instant reaction. For Playably, that moment came when they finally had a game to show.
At a New York e-commerce event, a vendor watched a live demo. Her mouth dropped. She played the game, smiled, and got it immediately. That had never happened with landing pages. Seeing that emotional reaction in real time made it clear that gamification was different. It was not just a tool for conversions. It was something people enjoyed.
That energy carried into conferences. While other booths handed out swag, Playably invited people to play. The booth was always packed because it was fun and attracted attention. Gamification was no longer just a concept but something brands could experience firsthand.
A product that sparks emotion is a product people remember. Users’ engagement, enjoyment, and sharing of their experience create momentum that no sales pitch can match.
Conclusion
Playably’s pivot was not the result of an internal brainstorm. It came from paying attention to what customers wanted. Instead of clinging to their original idea, the team recognized a clear demand, had the right expertise, and acted quickly.
Early traction came from cold outreach, but real validation happened in person. Conversations at conferences revealed what customers truly needed and created momentum that outreach alone could not.
The lesson for any startup is simple: The best opportunities come from the market. Pay attention, adapt quickly, and let customer demand guide your next move.
Want to see Playably in action? Check out playably.ai or connect with Angelo Ferro on LinkedIn.
Listening to your market can lead to the best opportunities. Predictable Revenue helps you identify and reach customers with a proven, repeatable strategy.
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