Rock-paper-scissors, visit counters, product clubs: the Couche-Tard app has been getting Quebecers to play for a decade. Behind the entertainment lies a precise business question. Does a game won on Tuesday night turn into a stop at the store on Wednesday morning?

Carolane Juanéda, Marketing Director Canada at Couche-Tard, and Nicolas St-Aubin, general manager and Co-founder of Thirdbridge, share what multiple iterations of gamified campaigns have taught their teams: which mechanics bring users back into the app, which ones increase store visit frequency, and how to measure the difference between the two. Which game mechanics are worth the investment? Which mistakes you should avoid before launching a first campaign?