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Weigel’s Boosts Customer Engagement with Gamification, Sees 15.6% App Growth

Gamification

Business Honor
01 April, 2025

Convenience chain taps into mobile gaming to attract Gen Z and drive loyalty.

Weigel’s, the convenience-store chain based in Powell, Tennessee, has successfully integrated gamification into its loyalty app, partnering with Rovertown, a St. Louis-based provider. This strategic move has led to a notable 15.6% increase in app usage, reflecting the growing impact of mobile gaming in retail engagement.

The gamification feature, launched in mid-January, allows customers to earn coins through gameplay. On March 3, Weigel’s introduced its coin catalog, enabling users to redeem coins for in-store products, such as a 50-cent discount on a Weigel’s Pint of Tea. The app features all 30 games from Rovertown’s Game Room, including popular titles like Candy Blast and Flappy Chicken, with up to eight games active simultaneously.

Jessica Starnes, Weigel’s director of loyalty and tobacco category manager, highlighted the app’s role in connecting with the Gen Z demographic, noting, “It’s estimated they are approximately 90% gamers, so having relevant gamification is an important piece to our strategy.”

Rovertown’s Game Room stands out by offering a curated, regularly updated selection of games designed to sustain user engagement. Early results show a 176% increase in daily logins among players, turning app interactions into daily habits. In addition to games, Rovertown’s instant win experiences, like the new Scratch Offs game, allow users to earn coins based on daily participation, enhancing retention without relying solely on skill-based gameplay.

“Weigel’s partnership with Rovertown reflects a thoughtful approach to loyalty,” Starnes added. “Their commitment to quality and innovation aligns perfectly with our customer engagement goals.”

Weigel’s operates 84 convenience stores, along with a dairy and bakery. Founded in 1931, it remains a family-owned business committed to growth and customer satisfaction.