SkyJoy is a loyalty platform developed by GalaxyJoy, with Vietjet as its first strategic partner. It allows users to earn reward points (SkyPoint) when using services from Vietjet and over 250 partner brands across sectors such as banking, transportation, dining, travel, and entertainment.
A key highlight of SkyJoy is its non-expiring reward points, combined with a wide variety of attractive offers. Through personalized user experiences, SkyJoy aims to become Vietnam’s leading loyalty platform.
Customer needs
Over the past two years, the platform’s rapid growth has reshaped how users engage with loyalty programs—from simple point accumulation to a richer expectation for interactive and rewarding experiences. App usage has increased significantly thanks to the smart integration of gamification into the user journey.
Looking ahead to 2025, SkyJoy places gamification at the core of their marketing strategy, introducing seasonal campaigns, group challenges, and flexible missions to strengthen user engagement. Kicking off the year’s initiatives, the 2nd anniversary campaign marks a pivotal moment in SkyJoy’s digital transformation journey, aiming to captivate users through fresh and interactive experiences.
Implementation Scope
The “SkyJoy2gether – Flying High Shining Bright” project marks the first campaign in SkyJoy’s 2025 gamification roadmap. Officially launched in May 2025, the project celebrates the brand’s 2nd anniversary and sets the stage for ongoing efforts to drive user engagement and retention through the SkyJoy app.
Concept Development
The game is designed as a journey through key milestones in SkyJoy’s two-year development. Each level reflects a specific growth phase, allowing players to explore the brand’s story through distinctive visuals. The “bounce-up” gameplay mechanic delivers a lively, interactive experience that reinforces SkyJoy’s message of constant progress and innovation.
Mechanics Design & Progression
Players progress through each level by controlling a character to move left and right, bouncing upward via collectible items while avoiding obstacles. Reaching the target score unlocks the next stage of the journey. This progression system encourages daily engagement and motivates players to complete the entire game experience.
Flexible Reward Mechanism
The game features a flexible reward system, allowing players to earn SkyPoints at varying levels and redeem them directly via the SkyJoy app. Additionally, users can receive e-vouchers from well-known partner brands such as VietJet Air, KFC, CityGym, PNJ, Galaxy Cinema, and TuiBlue, increasing both the appeal and practical value of the rewards within the SkyJoy ecosystem.
Result
- Increased Brand Visibility: The campaign served as a bridge between SkyJoy and users, increasing brand awareness and reinforcing its identity
- Higher User Engagement: The stage-based gameplay motivated users to return, increasing app interaction and strengthening retention
- New User Acquisition: The campaign successfully drew a large number of new users, boosting app downloads and member sign-ups during the campaign period.
- Future Communication Momentum: The campaign’s success laid a strong foundation for future communications, supporting the continued expansion of SkyJoy’s gamification strategy throughout 2025.
