Live-streaming shoppable app OOOOO adds new gamification tech

Live-streaming shoppable platform OOOOO has introduced new in-app gamification technology as it seeks to boost consumer loyalty and grow its shopping community.

The new OOOOO Tree’ game incentivises customers to return to the app daily  - in a bid to nurture the growth of their virtual tree.

Those whose trees reach full height are rewarded with prizes, including branded beauty boxes and fruit juice.

Players are also incentivised to speed up the growth of their trees by inviting their friends to sign up to the app.

The Tree game follows the introduction of ‘Melon Madness’ and ‘Flip’ which also incentivise player interaction.

Launched in a bid to recreate the “mega-trend” for live-streaming e-commerce seen in China, OOOOO was founded by Sam Jones and Eric Zhang in November 2020.

The platform, which boasts more than 275,000 downloads to date, has also recently formed exclusive partnerships with I Saw It First, The Fragrance Shop, JD Sports and Ann Summers.

Commenting on the latest innovation Jones said: “We do not buy ads, rather invest efforts in driving organic growth and appeal of the OOOOO experience through building live entertainment into the shoppable shows.

“Marketplaces are generally designed to keep you in the app for as little time as possible.

“Amazon is an amazing experience, but often a very lonely and rapid one. The Chinese have a retention first approach, with the apps designed to encourage social commerce, community interaction and daily visits to the platform through the integration of gamification.

“Customers reap the rewards of inviting friends and whilst in the app are alerted to live shows, essentially cutting out the expense of the ad network.”