Westfield launches ‘World of Wins’ gamified app experience

Westfield has launched ‘World of Wins’, a new gamified experience within its mobile app developed in collaboration with AKQA Australia and New Zealand. The feature is designed to increase member engagement by offering a visual search-and-find game where players locate hidden shopping bags within Westfield-themed digital worlds.

Members can play the game remotely to unlock instant rewards or participate in daily prize draws when playing at physical Westfield destinations. The campaign includes a $10,000 cash grand prize. New themed levels, featuring landmarks and community-focused characters, will be released daily from 27 August through 16 September.

Antoni Martinez of Scentre Group stated the initiative aims to create new consumer habits and more frequent connections with the brand, while also providing opportunities for business partners to connect with customers through integrated rewards and products.