Games don't work on the new platform — you're losing your audience
Your audience is already where you're not reaching them. People spend time in feeds and messengers, play in the pauses between tasks — while your game mechanic lives on a platform they visit less and less often.
Every day of such a game brings fewer impressions, fewer touchpoints, and fewer leads, even though the mechanic itself still works. The problem isn't the idea — it's that it doesn't launch where your customers are now gathered.
Migration to Facebook Instant Games means moving the game to a new platform without losing what has already delivered results. The game mechanic for business is preserved: the scenario, progress, rewards, call to action.
Only the environment in which the user plays the game changes — and with it comes back the flow of participants who previously simply never reached you.
The main risk here isn't the technical side — it's losing what you've accumulated. If you migrate the game "however it turns out," the level logic breaks, participants' progress gets lost, and the connection to your lead system and analytics falls apart.
Then you lose not only the audience on the old platform, but also those who already played: they come back, see a failure, and leave.
We go through this path so that the mechanic works just as predictably on the new platform, and so that the same numbers as before add up in your reports.
For a department head, this means something simple: the game brings in leads again instead of lying there as dead weight.
Participants come in from their usual devices, go through the scenario in the same number of minutes, leave their contacts, and share the result with friends — while you see the whole funnel, from the first touchpoint to the lead.
There's no need to reinvent anything: we migrate what has already proven its effectiveness and strengthen it for the new audience.
We handle this turnkey: we analyze the current game, migrate the mechanic, test every scenario on a live audience, and stay in touch after launch. Describe your task — we'll come back with an estimate and a migration plan.
What you get: reach, engagement, and leads
Reach growth without increasing the ad budget
People share a game mechanic more readily than an ad: a participant shows the result to friends and colleagues themselves, and each new player brings in several more.
This way the audience grows through customer engagement rather than through increasing the ad budget — and stays with you after the campaign ends.
Audience retention and repeat visits
Coming back for a result is more interesting than coming back for a discount: task streaks, rankings, and rewards give a reason to return. Audience retention grows, and along with it — purchase frequency and the depth of contact with the brand.
A customer who spent several sessions in the game remembers you better than someone who saw a banner once.
Brand awareness in a natural environment
The mechanic fits into what the audience already does every day, so the brand is perceived as part of the experience rather than as an intrusive message. Awareness grows gently, without irritation — the association with the game carries over to the product.
A flow of inquiries and a measurable result
Inside the game there is a clear next step: an inquiry, a booking, a transition to the store. We design this path in advance, so the growth in inquiries is visible in the report for every stage — from the first touch to the inquiry.
You get not abstract "activity" but a clear funnel and numbers you can use to plan the next launches.
Formats for the task: from promo game to permanent mechanic
The format is chosen not by how beautiful the idea is, but by the business task: what exactly is needed — a one-time draw of attention to a launch, keeping users inside the product, or building a mechanic that works for months. Below are typical scenarios that clients come to us with, and the result they get.
| Format | For whom | What it gives the client |
|---|---|---|
| Promo game for an event | Marketing, product launch, exhibition | A surge of interest and reach in a short time, a reason for publications and discussions |
| Game mechanic inside the product | Product team, service with an audience | Growth in engagement and return frequency, clear dynamics by segment |
| Loyalty program with a game | Retail, services with repeat purchases | Customer retention, growth in the share of repeat visits |
| Employee training and onboarding | HR, internal communications | Faster time to results for newcomers, lower churn at the start |
| Permanent game mechanic | Product owner, department head | Long-term effect without constant investment in advertising |
How to choose a format
First we fix the goal: one-time reach or long-term engagement. Then we look at the audience — employees, customers, or visitors behave differently, and the mechanic adapts to their habits.
At the intersection of goal and audience, a format is born that is not just "interesting" but delivers a measurable result.
What the client gets
We do not impose a single template: for each task we select a format and assemble it for your product. If later you need to scale the mechanic or move it to a new platform, the architecture is designed so that this does not turn into a rebuild from scratch.
How a project unfolds: from brief to launch
The process is structured so that at any moment you understand what stage a task is at and what you will get as a result. Below is the project's journey through the client's eyes: from the first conversation to post-launch support.
- Brief and goals. We discuss the task: which audience you are attracting, what result you consider a success, and what you already have on hand. We lock in expectations for timeline and scope — without this, any plan turns into guesswork.
- Plan and estimate. We come back with a clear plan: the stages, what we do at each one, what we need from you, and when. You see the whole picture before work starts, rather than learning about the nuances along the way.
- Approval. We go through the key points together: scope, priorities, launch order. Revisions at this stage cost the least — which is why we don't hide them "for later."
- Execution. We build the project in iterations and show intermediate results. You see progress instead of waiting blindly for the final handover.
- Launch. We test everything against real scenarios, prepare the environment, and take the project live. We're right there at the start — so the first hours go without surprises.
- Post-launch support. We don't disappear after handover: we monitor performance, answer questions, and help with refinements as the load grows.
What this gives you
A transparent launch process removes the biggest risk — finding out about a problem on release day. You approve the result in advance, see movement through the stages, and get support once the project is already working for your audience.
Timelines depend on scope and complexity, so we name them after the brief — honestly, not "for show." If the task is urgent, say so right away: we'll tailor the order of work to your deadline.
What the delivery will include: a business kit
You receive not "files and instructions," but a working tool that can be shown to management and put into operation on the day of handover. Below is what exactly stays with you after the Facebook Instant Games migration project is completed.
- A finished game published on the platform. The game passes review and appears in the catalog — you immediately see it the way visitors see it, and you can drive traffic to a live product rather than a prototype.
- An analytics dashboard with clear reports. Sessions, retention, the share of those who reach the key action, repeat visits — in a form that can be read without an analyst. You see which mechanics work and decide what to strengthen.
- Training for your team. We conduct knowledge transfer for marketing and product: how to launch campaigns, change rewards, read reports, and avoid breaking the game during updates. The team remains self-sufficient.
- Documentation on management and updates. A short guide: how to make edits, what can be changed without us, and where support is needed. No dependence on a single person.
- Engagement scenarios tailored to your objectives. A set of mechanics for specific goals: growing repeat visits, retaining employees in training, bringing customers back. Not an abstract game, but a tool for your process.
- Configured acquisition channels. Entry points from social networks and messengers so the audience reaches the game without extra steps and you can see where each participant came from.
- A development plan for the first months. What to test next, which metrics to count as success, and in what order to add mechanics so that results grow rather than remain at the starting level.
Everything listed above is a result, not intermediate stages. We work with professional equipment and well-tuned tools, so the game reliably handles the load on days of active campaigns, when the audience arrives in waves.
If you don't need some of the items — tell us at the start, and we will assemble a delivery tailored to your task. We'll discuss the goals — and come back with an estimate and a plan.
Case study: how a game increased engagement 3x
Client's task
A client from the retail services sector came to us: the loyalty program was working, but participants logged in once a month, quickly completed tasks, and disappeared.
Internal analytics showed that most users churned after the first week, and repeat requests were barely growing. What was needed was not "a game for the sake of a game," but a mechanic that would bring people back into the product and make them return on their own.
What we did
We analyzed the customer journey, found the points where interest drops, and built a game layer: daily tasks with a clear reward, action streaks, and a leaderboard among participants.
We separately worked out the transition from the game to a real action — a request, a purchase, a booking. We launched in stages: first on a limited group, then across the entire base, so as not to risk the core audience.
Result metrics
- Second-week retention grew 3x compared to the previous program.
- The share of participants returning without reminders more than doubled.
- The number of requests from the game block grew by 40% during the first cycle.
- Average time in the product per user grew 2.5x.
Why it worked
Game mechanics didn't replace the product but nudged people toward it: the reward was always tied to a real action, not to abstract points.
After the launch, the client expanded the project to a second region and came back to us for new scenarios — the best indicator that the result proved measurable and repeatable.
Retail services network — name changed by agreement with the client.
How to choose the right format for the task?
The format is chosen not by how beautiful the idea is, but by the goal you set for the game. If the task is to quickly introduce the product and collect contacts, a short mechanic lasting 1-2 minutes will work: a quiz, a trivia, an instant lottery.
If you need to hold attention and bring a person back several times, scenarios with progress, levels, and rewards for repeat visits work.
The second factor is the audience and where it already spends its time. For clients and partners, a format that opens via a link without installation or registration is more convenient. For employees, a mechanic inside the work environment, tied to their tasks and metrics. For retail shoppers, short game touches at the shelf or at the checkout.
The third factor is where you want to get the effect: a one-time event, an ongoing channel, or a tool for the team. For an event, we assemble a bright mechanic with a quick entry and a clear prize. For an ongoing channel, a game with seasonal updates and accumulation. For the team, a scenario where the player's result affects the department's overall metric.
We do not offer one universal template.
During a discussion of the task, we analyze your goal, audience, and expected result, and then come back with an estimate and a plan: which format will close the task, what will be needed from you, and in what timeframe you will receive the finished game.
That way you choose not the "most fashionable" mechanic, but the one that brings a measurable result.
Common doubts before ordering
Before ordering, almost every manager asks us the same questions — and that's normal.
Gamification involves real employees and customers, not an abstract "checkbox in a report," so the fears are usually the same: "what if it breaks down in the middle of a campaign," "who will run it after launch," "do I need my own development team." Below are honest answers, no sugarcoating.
What happens if the game breaks down in the middle of a campaign?
We build in resilience at the design stage: we test the load in advance, not on launch day. If something goes wrong, we have an on-call engineer and a clear course of action — you hear about the problem from us, not from your employees. We resolve most failures before participants even notice them.
Who will maintain the game after launch?
Support is part of the job, not a separate "later" service. We look after the project: we monitor stability, update content for new campaigns, and make changes based on your needs. You don't need to keep a developer on staff or find a contractor all over again — that's on us.
Do I need my own development team?
No. We take on the entire cycle: from the idea and mechanics to launch and support. On your side, all you need is someone who knows the business goal — for example, a department head or a marketer. They set the tasks and accept the result, and we handle the entire technical side.
What about guarantees and timelines?
We fix the timelines and scope in the contract before the start — you see in advance what you'll get and when. If an error caused by us surfaces after launch, we fix it as part of the warranty obligations.
We've been on the market for more than ten years and rely on repeat orders, so we don't abandon a project halfway through.
What if we already have a game on another platform?
We migrate it without losing its meaning: we preserve the mechanics and logic, and adapt it to the new platform and audience. You don't start from scratch and don't lose what already works. Before the start, we show you the migration plan and tell you what will change for the players.
Let's discuss your task — we'll come back with a plan and an estimate
Migrating to Facebook Instant Games is not about "rewriting the game" but about preserving what already delivers results for you: your audience, your mechanics, your brand recognition.
We analyze your current gamification, determine what we transfer one-to-one and what we strengthen for the new platform, and only after that do we propose a project plan with clear stages and timelines.
To order gamification with migration, you don't need to prepare a 40-page technical specification. It's enough to describe the task in your own words: what the game is, who it's for, what result it delivers for the business now, and what you want to get after the move.
We'll ask clarifying questions and come back with an estimate and a project plan — with stages, timelines, and areas of responsibility.
What you get after placing an order
- A project plan with stages: preparation, mechanics transfer, platform adaptation, test launch, production rollout.
- An estimate of timelines and scope of work — you see in advance when the game will start driving reach and engagement again.
- Preserved mechanics: progress, rewards, levels, and scenarios for employees or customers are transferred without losing their meaning.
- Adaptation for the new audience — the interface, pace, and presentation are adjusted to how people play on the platform.
- A test launch with a limited group — we check engagement and retention before opening the game to everyone.
- Handover of materials and instructions to your team: how to update content, view statistics, and launch new activities.
- Post-launch support — we support you through the first weeks so the transition goes without metric drops.
We work remotely and take on the entire cycle — from analyzing the current game to launching on the new platform.
Our team has more than ten years of development experience and dozens of projects where gamification solved business challenges: growing employee engagement, learning without boring courses, customer retention.
Describe the task — what the game is, who the audience is, what result matters. We'll come back with an estimate, a project plan, and a timeline proposal. A consultation on your migration scenario is the first step toward keeping the game working for you on the new platform.