What Loyalty Games does

Loyalty Games, founded in 2019 and headquartered in Barcelona, Spain, is a B2B service provider that develops gamified loyalty campaigns for retail chains based on mobile games. The company positions itself as the first firm globally to specialize in this category, building on a founding team's background in esports and game development. It operates a 16-person team delivering end-to-end campaign production — concept, game development, product development, point-of-sale materials, and campaign management — alongside a licensing-based plug-and-play model for pre-built campaign frameworks.

The company offers three core product lines: Arena TCG (a customizable mobile trading card game platform with licensing options), Chroma Legends (a collectible card game with online weekly tournaments and edutainment features for children aged 6-15), and JOYKIS (an eco-themed campaign with mobile game and collectibles targeting children aged 4-8). Each campaign combines a branded mobile app with physical collectibles (sachets, eggs, cards) distributed through retail partners, and is designed to drive foot traffic, increase mobile app adoption, and boost customer engagement among Generations Y, Z, and Alpha. Notable technical components include QR-code-driven unlockable digital content (e.g., S.T.A.L.K.E.R. 2 voice diaries), customizable game branding, heroes, and maps, and edutainment mechanisms promoting healthy habits and sustainability.

Loyalty Games monetizes through professional services fees for custom campaign development and licensing/royalty revenue from pre-built campaign frameworks deployed on a quote-based engagement model. Its customer base is concentrated in Eastern Europe and the CIS region, including ATB, ATB-Market, Silpo, SPAR/Fora, Euroopt, Carrefour Georgia, and Pharmacy 9-1-1, with campaigns scaled across 250 to 1,300+ stores per client. The company is privately held with no disclosed external funding and reaches customers through direct enterprise sales, case-study-driven content marketing, and industry awards (European Loyalty Awards 2025).

Name

Loyalty Games

Website

https://loyaltygames.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Loyalty Games is a Barcelona-based B2B service provider that designs and produces gamified mobile-game loyalty campaigns for retail chains. Founded in 2019, it serves grocery and pharmacy retailers across Eastern Europe and the CIS with three product platforms: Arena TCG, Chroma Legends, and JOYKIS.

Ownership category

akta.pro rank

Product category

Retail Gamification & Loyalty Campaign Services

NAICS

Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)

SIC

Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Trading Card Games (TCGs) Retail (CRALALAF)

akta.pro secondary industries

Collectible Card Games (CCG/TCG) Retail (CRALAGAC), Digital/Hybrid Board Games & Companion-App Enabled Games Retail (CRALALAO)

Keywords

• Gamified loyalty campaigns
• Mobile game marketing
• Retail gamification services
• Loyalty program development
• Trading card game campaigns

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Supply Chain

Revenue model

1. Gamified Loyalty Campaign Development: Development and production of short-term mobile game-based loyalty campaigns for retail clients. Services include concept development, game development, product development, POSM development, production, and campaign management.
2. Plug-and-Play Campaign Licensing: Pre-built customizable campaign frameworks that can be white-labeled or branded for retail partners. Revenue generated through licensing fees for campaign deployment.
3. Retail Consulting Services: Consulting services for retail loyalty program optimization using gamification strategies.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Loyalty Games develops short-term, mobile game-based gamified loyalty campaigns for retail chains, combining bespoke mobile games (trading card games, edutainment apps) with physical collectibles (sachets, eggs, premium collectors, story books) to drive foot traffic, mobile app adoption, and customer engagement. The company offers three plug-and-play campaign products — Arena TCG, Chroma Legends, and JOYKIS — delivered as fully customizable, white-labeled campaigns that can be adapted in branding, heroes, and game maps for enterprise retail clients. Services span concept development, game development, product and POSM development, production, and campaign management, with additional retail loyalty consulting.

Product overview

Loyalty Games is a gamified loyalty campaign platform that develops short-term mobile game-based loyalty campaigns for retail. The company offers three main campaign products: Arena TCG (a customizable trading card game platform with IP licensing), Chroma Legends (collectible card game with online tournaments and edutainment), and Joykis (eco-themed campaign for younger children). All campaigns combine mobile games with physical collectibles and are designed to drive store traffic, increase mobile app adoption, and boost customer engagement among generations Y, Z, and Alpha.

Differentiator

Problem solved

Functional benefit

Brands

• Arena TCG: Gamified loyalty campaign with mobile trading card game featuring IP licensing option, social bonding features, and app engagement tools. Target audience includes children, teens and families.
• Chroma Legends
• JOYKIS

Products and services

• Arena TCG Gamified loyalty campaign product featuring a mobile trading card game with customizable IP licensing, collectibles, and social bonding mechanics. Designed for retail promotions to drive foot traffic and boost retailer mobile app adoption among children, teens, and families.
• Chroma Legends Gamified loyalty campaign product featuring a mobile game with collectible cards and online weekly tournaments. Includes edutainment elements, soft skills development, healthy habits promotion, and sustainability themes, targeted at children aged 6-15.
• JOYKIS Eco-themed gamified loyalty campaign product with a mobile game and collectibles targeting children ages 4-8 and their families. Features edutainment, healthy habits promotion, customization, and sustainability elements delivered through an eco-adventure concept.

Quantifiable outcome

• 3-8% turnover growth from gamified loyalty campaigns
• +7 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship and core.

• GSC Game World (S.T.A.L.K.E.R. 2 IP)flagshipOEM/ Whitelabel/ Licensing Partner · 1 January 2026Licensing partnership for S.T.A.L.K.E.R. 2 IP in retail loyalty campaign. ATB-Market campaign featuring exclusive Collector cards and Interactive Almanac with QR-codes unlocking game voice diaries. Campaign reached 30M+ media and social media audience.
• Pharmacy 9-1-1coreOEM/ Whitelabel/ Licensing Partner · 1 January 2022JOYKIS campaign adapted for pharmacy retail with surprise eggs containing game cards, vitamins, and toys. Sold out in 4 weeks across 1200+ stores with 3.1% turnover growth.
• SPAR Ukraine / ForacoreOEM/ Whitelabel/ Licensing Partner · 1 January 2020White-labeled JOYKIS eco-themed gamified loyalty campaign deployed across 1100+ SPAR and Fora stores in Ukraine. Campaign generated 350K+ downloads and 12M sachets sold.
• Carrefour GeorgiacoreOEM/ Whitelabel/ Licensing PartnerJOYKIS Little Habits campaign for Carrefour Georgia across 250+ stores. Achieved 100K downloads and #1 app ranking in local Appstore and Google Play.
• EurooptcoreOEM/ Whitelabel/ Licensing PartnerArena TCG nationwide campaign in Belarus with nationwide TV promotion. 1000+ stores, 10M cards sold, 2.7% turnover growth, 40% customer engagement.

Scale indicators19 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Comarch: Large enterprise software vendor with a dedicated Comarch Loyalty Management platform used by retailers worldwide for customer loyalty programs. Comparable because it targets the same retail enterprise buyers Loyalty Games serves, but delivers a broader SaaS suite rather than mobile-game-based campaign IP.
• Yotpo: Retention marketing platform offering loyalty, referrals, reviews and SMS; widely adopted by omnichannel retail brands. Comparable as a broader-stack B2B loyalty provider overlaying gamified mechanics on top of CRM, though Yotpo is ecommerce-led while Loyalty Games is in-store mobile-game-led.
• SessionM (a Mastercard company): Enterprise customer-loyalty cloud originally spun out of loyalty-marketing firm and now part of Mastercard, powering gamified campaigns for global retail brands. Comparable as an enterprise-tier gamified-loyalty vendor to large retailers, but with a much broader marketing-cloud footprint.

Emerging players

• Open Loyalty: Headless loyalty engine used to build customized loyalty programs for retail and ecommerce, with gamification/tiers as core features. Comparable as a B2B loyalty technology platform focused on customization and gamified mechanics for retail clients.
• Smile.io: Loyalty and rewards SaaS for ecommerce merchants featuring points, referral, and VIP programs with gamified UI. Comparable in gamification DNA and enterprise-tier retail/CPG customers, but focused on digital-native brands rather than in-store supermarket/pharmacy chains.
• Gameffective: Enterprise gamification platform that applies game mechanics to sales, service and loyalty use cases for large B2C brands. Comparable as a gamification-engineering vendor selling into enterprise marketing and loyalty teams, though it is more horizontally applied than Loyalty Games' mobile-game-first retail focus.

Others

• Panini Group: Global collectible trading card and stickers manufacturer that runs licensed IP card collections tied to retail promotions and FIFA/sports IP. Comparable because Panini's collectible-card retail mechanics overlap closely with Loyalty Games' Arena TCG card-collection campaigns, though Panini is manufacturer-led and B2B2C.
• Topps (Fanatics Collectibles): Long-standing collectible trading card and stickers brand (now under Fanatics) including Garbage Pail Kids, MLB/NFL card lines, and digital companion apps. Comparable on the trading-card + companion-app hybrid model that Loyalty Games builds for retail chains, though Topps is a consumer brand rather than a B2B service provider.

Direct peers

• Antavo: Cloud-based loyalty platform that runs gamified and tier-based loyalty programs for retail and fashion brands. Closely comparable to Loyalty Games as an enterprise B2B loyalty technology provider focused on engaging Gen Z and Millennial shoppers through gamified mechanics.
• SailPlay: Gamified customer loyalty platform serving retail, hospitality and ecommerce operators with points-based and game-style mechanics. Directly comparable as a loyalty-gamification vendor targeting multichannel retail customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/loyalty-games

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Loyalty Games