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← All results// Case study 04 · Gamified lead system · live
Gamified lead system for Dutch ZZP
Built for Dutch ZZP contractors in trades and services — visitors who ignore forms but will invest five minutes when there is a clear reward.
Experience-first capture hands warm leads to the self-service quoting wizard — with full funnel tracking, not a cold contact form on landing.
Live experience: Bouwplaats Chaos on app.flexgrafik.nl
Problem · Insight · Solution
Challenge
A standard landing page with a form at the top does not engage ZZP audiences. Traffic arrives, scans, and leaves — no context, no commitment, no reason to return.
Insight
A game loop with a visible reward ladder increases session starts, time on site, and return visits before you ask for contact. The ask lands after investment — not on page load.
Solution
A branded lead magnet game with a register gate, five progression acts, tiered rewards, a monthly leaderboard season, and a coupon bridge into the self-service wizard — every step instrumented for measurement.
Scope of work
We turned a static lead magnet into a gamified acquisition system for Dutch ZZP — play, progress, reward, then hand off to self-service quoting.
UX audit & flow refactor
Entry gate before play, mobile thumb-zone layout, and funnel-step tracking so you can see where players drop.
Register → play → reward → capture → wizard handoff
Copy system & naming discipline
One portfolio name for buyers, Dutch in-product copy for players, English case study for decision-makers.
Reward ladder labels tied to wizard tiers
Visual system — dark premium utility
Industrial framing, consistent hazard borders, product-grade UI — less arcade gimmick, more credible B2B tool.
Unified main menu, leaderboard, and conversion panels
Technical architecture
Custom Canvas engine, PWA install prompt, automated deploy pipeline, and a GA4 event map across the full funnel.
Production on app.flexgrafik.nl · GitHub Actions deploy
Product gallery
Seven screens from production — Bouwplaats Chaos on app.flexgrafik.nl. Flow, not feature list.
01
Start screen
First impression sets premium utility tone — not a casual browser game.
02
Entry gate
Qualified intent before play — name and email, not anonymous traffic.
03
Reward overlay
Visible reward ladder — player sees what they earn before the contact ask.
04
Leaderboard
Retention hook — players return; ranking visible before wizard handoff.
05
Mobile gameplay
70/30 playfield split — thumb-safe controls on narrow screens.
06
Wizard bridge
Warm lead clicks through with discount code — handoff to quoting wizard.
07
Conversion handoff
Game-sourced visitor lands in the same configurator paying clients use.
Walkthrough
45-second overview — export from CapCut when ready. Storyboard beats below.
// Video
Lead magnet game
Play the live game on app.flexgrafik.nl or read the case study for capture flow proof.
Play live experience →- 01 · 3s · Static form vs empty engagement — the problem
- 02 · 10s · Start screen → gameplay loop
- 03 · 8s · Reward overlay → contact capture moment
- 04 · 8s · Leaderboard → wizard CTA
- 05 · 6s · Outcome line + portfolio CTA
Implementation
React and Vite power a custom Canvas engine — no third-party game framework. Cloudflare Turnstile on entry, leaderboard API for seasons, PWA install support, deploy via GitHub Actions.
React 19Vite 6Custom CanvasPWAGA4 / GTMGitHub Actions
Outcome
Every funnel step is tracked in GA4 and GTM — you can see where players drop and when they convert.
| Event | Funnel step | What it tells you |
|---|---|---|
| game_start | Start | Player begins a session |
| level_complete | Progress | Act cleared — reward tier unlocked |
| lead_registered | Register | Contact details captured at gate |
| lead_conversion | Capture | Email submitted after gameplay |
| leaderboard_view | Return | Player opens season ranking |
| wizard_click_from_leaderboard | Handoff | Warm click to self-service wizard |
| coupon_copied | Reward | Discount code taken into checkout flow |
| app_installed | Retention | PWA added to home screen |
| session_duration | Engagement | Time and score logged per visit |
Measurement
Conversion rates available on request — funnel instrumentation is live in production. No fabricated percentages on this page.
Could this work for your business?
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