IQOS Club Gamification: We’ve Been Pushing the Boundaries of Digital Experiences

At Šafy Production, we’ve long since moved beyond simply building festival zones and physical stages. For the IQOS brand and its loyalty platform, IQOS Club, we’ve been creating comprehensive interactive content for years. From complex quests to a wide variety of online challenges to sophisticated gamification. A great example of immersive user experience is the music activation created for the launch of the limited-edition IQOS ILUMA Remix.

The goal was to design a highly addictive mechanic that club members would want to keep coming back to. We cast players in the role of DJs, and their task was to get as large an audience as possible dancing. We designed the system as an endless music challenge. Colorful musical notes flew toward players on the screen, and by clicking precisely the moment they met a button of the same color, they earned points. Each miss meant losing one of ten lives, which added just the right amount of dynamism and tension to the game. The motivation to play repeatedly was enormous, as the top 350 DJs on the final leaderboard automatically won a new limited-edition device.

To take the gameplay to the next level and reward the quickest reflexes, we’ve incorporated special game elements into the system: Dynamic REMIX MODE.

While playing, users could catch a special note that instantly changed the rules. The game sped up dramatically, the beat took on a whole new vibe, and players began earning double points. This adrenaline-fueled mode lasted exactly until the player made their first mistake.

And the result? Extreme engagement from the entire community, which keeps coming back to the brand not out of obligation, but for pure fun. Creating similar challenges for the IQOS Club is incredibly fulfilling for us, because with every new project, we get the chance to let our imaginations run wild and raise the bar for creativity yet another notch.