Rethinking Gamification

What do Oreo and KBC(Kaun Banega Crorepati) have in common?

Quizzes, once serving as nerve-wracking school tests (that will not be missed), focused on challenging us to remember facts. They have since evolved into gamification tools for digital user interaction - think of Duolingo’s learning tests or Buzzfeed’s quirky personality quizzes.

And now apps like Zepto and Zupee, by partnering with beloved franchises like Oreo and KBC, are showcasing that quizzes aren’t just progress tests or fun mediums for driving interactions but can generate real revenue for apps and foster lasting affinity for brands.

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Take Oreo’s Pokémon-themed quiz on Zepto 🍪

This isn’t your average trivia challenge; it’s an intentional fusion of nostalgia and commerce, tied directly to purchases.

Zepto & Oreo partnered to launch a Pokémon-themed Quiz

• Nostalgia Meets Commerce: Pokémon resonates strongly with millennials and Gen Z - Oreo’s prime audience.

• Sequential Format: A multi-level quiz keeps users coming back to “beat the game.”

• Purchase-Linked Rewards: Real conversions happen when users buy Oreo to access exclusive rewards.

And then there’s the KBC contest on Zupee 🎥

It’s turning Friday nights into a digital event where millions get to live the excitement of being in the hot seat on one of India’s most iconic quiz shows.

KBC Quiz on the Zupee App

• Cultural Icon: KBC has a massive following, and tying it to an in-app experience is an instant draw.

• Event-Like Format: A fixed time slot creates anticipation and encourages repeat participation.

• High-Stakes Reward: The potential to win ₹1 Lakh adds excitement and urgency.

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The common thread? 🧵

These examples of Oreo on Zepto and KBC on Zupee are a seamless blend of user engagement and brand strategy.

A simple quiz format, powered by a beloved franchise is an “event” that creates deeper and profitable interaction, not another gamification tactic - where users collect a prize and move on.

By weaving in familiar cultural touchstones (Pokémon, Amitabh Bachchan), these apps tap into existing fanbases, transforming a simple quiz into a moment of genuine engagement, and, yes, potential revenue for brands.

And that event can be a game-changer for everyone involved - Brands get exposure to an engaged audience, users get a shot at winning something meaningful, and the app itself builds loyalty that can outlast any short-term promotion.

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Thanks for reading! One Step Ahead is a publication by Plotline to give you a BTS breakdown of the product & growth strategies that are propelling consumer apps today.

And while you’re here, remember, there are only 3 rules to life:

1. Be kind to everyone you meet

2. Don’t take yourself too seriously

3. Drink lots of water

See you in some time!