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GOAMA

Gamification Platform - Tournament Model Evolution

Role
Product Manager
Duration
4 Years
Platform
White-Label

Project Summary

GOAMA evolved from a simple catalog to a fully gamified tournament platform over 4 years, transforming routine interactions into rewarding competitive experiences across multiple verticals.
3M
Average MAU Since Launch
1B+
Total Gameplays
52.6M
Unique Players
53
Partner Apps Integrated

Platform Evolution

Year 1
Foundation
AYCE catalog model - users could sample games but lacked engagement drivers and progression systems.
Year 2
Tournament Model 1
Introduced competitive tournaments as the core engagement mechanism, focusing purely on tournament-based gameplay.
Year 3
Tournament Model 2
Added basic gamification elements including daily login bonuses, invite-a-friend referral systems, leaderboard campaigns, and raffles.
Year 4
Tournament Model 3
Fully gamified platform with leveling & progression systems, daily bonuses + scratch cards, comprehensive referral programs, visual reward maps, and integrated shop systems.

Role & Responsibilities

Title: Product Manager – Gamification

Core Responsibilities

Owned and defined tournament platform visions, core loops, and incentive mechanics
Translated partner goals into modular features (missions, rewards, subscriptions, referrals)
Shaped platform roadmap and authored PRDs & acceptance criteria
Led cross-functional delivery (design system, admin tooling, UI/UX refreshes)
Managed integrations with partner apps and payout/loyalty APIs
Ran metrics tracking, A/B tests, and post-launch iterations

Key Achievements

Transformed AYCE catalog into competitive tournament platform
Built scalable white-label engagement layer for multiple verticals
Created internal GaaS platform for streamlined tournament management
Established modular feature system for partner customization
Implemented comprehensive gamification framework

Skills & Tools

Skills Applied

  • Gamification Frameworks (Octalysis, Fogg) and behavioral UX
  • Product strategy, roadmapping, portfolio management
  • Monetization design (entry fees, subscriptions, points burn)
  • Experiment design and KPI definition
  • Stakeholder management and partner enablement
  • Rapid prototyping and AI-assisted product workflows

Tools Used

  • Figma (wireframes, flows, design system handoff)
  • Jira/Trello (sprint planning, backlog)
  • Google Suite (PRDs, specs, stakeholder docs)
  • Amplitude/Mixpanel + Google Sheets (retention, funnels, cohorting)
  • Django Admin (ops & configuration)
  • Replit, Figma Make, Google AI Studio for rapid prototyping

Problems & Opportunities

The Problem

AYCE catalog didn't create urgency or goals
Users sampled but didn't stick around
Partners lacked levers to drive key behaviors
No progression or reasons to return daily
Rewards felt generic and unmotivating
Limited monetization surfaces
Loyalty liability wasn't burning efficiently

The Opportunity

Center product on competitive play
Layer return drivers and social mechanics
Implement long-term progression systems
Lift retention, session time, and monetization
Create scalable white-label engagement layer
Turn routine interactions into rewarding moments

Client Spotlights

Ooredoo – Recharge & Win Campaign

Telco Myanmar
Customization: Recharge-based tournament entry, daily rewards, scratch cards.
Result: +68% repeat participation; ARPU uplift by 14%.

PepsiCo Joy App – Loyalty Program

Mexico
Customization: Loyalty point-based entry, limited tries, purchasable retries.
Result: Improved point burn efficiency by 26x; boosted weekly active users by 22%.

Frisby on Nequi – Food & Beverage

Colombia
Customization: Branded "Fris Catch" game with voucher rewards.
Result: 10.9% WoW growth; 74.5% gameplay shares.

foodpanda on GCash – eWallet

Philippines
Customization: Branded games with food voucher rewards.
Result: 2M gamers reached; 21M minutes of brand exposure.

Key Learning Outcomes

Big changes work best when introduced step-by-step — building trust with both partners and users along the way.
Giving partners control over rewards, missions, and campaign settings makes the platform far more valuable to them.
Tools matter: investing in better admin systems and ops workflows freed the team to focus on growth.
A strong design system wasn't just about visuals — it sped up launches and kept the experience consistent across markets.
Letting the data guide feature tweaks kept engagement healthy even as traffic patterns shifted.
Working closely with partners, treating their KPIs like our own, led to faster adoption and stronger results.