Play2Shop · MooiRivier Mall

MooiRivier Mall is a 52,325 m² regional centre in Potchefstroom that needed to compete for attention in a market where every shopper carries a screen. Post-COVID, the goal stopped being "visit the mall" and started being "dominate the phone in your hand when you're at home". A static informational website couldn't do that work, we needed to turn the site into a destination people came back to on purpose.

We rebuilt the mall's site on Nuxt.js and Vue.js so we could ship custom interactive experiences, and launched Play2Shop, a retro-arcade browser game where players navigate a maze, collect items, and dodge retail-themed ghosts. A live leaderboard runs on a central screen inside the mall, a Mr Price Home–branded pause zone gave visitors a place to play, and a R1,000 shopping voucher anchored the incentive. Pixel-perfect Pac-Man-era visuals, deep purples, blues and yellows, give the campaign instantly readable arcade DNA across web, social and in-mall touchpoints.

Over eight months (July 2024 – March 2025): 6,196 game entries · 24,987 game pageviews · 3m 18s average engagement · 1.43 million Meta impressions · 538,665 reach · 8,563 ad clicks at 4.48% CTR. The strongest proof point came when we paused all gamified content for two months as a control, website traffic dropped 35% immediately. Play2Shop isn't a campaign tactic; it's now part of the mall's customer journey.