Zetter Home — Loyalty Program with a Mini-Game and a Segmentation Engine
Role
Technical Project Manager: product design of gamification and segmentation, specs, prototypes, dev coordination.
Tech
A Telegram Mini App and a Mini App for the Max messenger with a single user profile across both. The core is a segmentation engine: every entry is tagged with a source (UTM tags source / medium / campaign, a packaging QR scan, a referral link) and a user status, and segments are built on top. Segments feed scenarios (pipelines) — message chains the bot launches by trigger (bot start, after registration) on templates with {{firstName}} variables. Delivery runs through a message queue (pending / sent / failed) with retries. Gamification: a Match-3 mini-game with levels and special levels, weekly tasks with condition types (purchase from a category, quiz, referral, game level, receipt upload), a currency of silver and gold keys plus points, and a gift shop. Plus receipt intake and moderation (photo / PDF) and webhooks for integration with the Zetter site.
Key features
- 01Match-3 mini-game with levels
- 02Tasks and keys — the loyalty currency
- 03Segmentation by source and behavior
- 04Scenario chains (pipelines) per segment
- 05Broadcasts with behavioral filters
- 06Engagement and retention dashboard
Problem
A typical loyalty program treats everyone the same: one bot, the same messages, no memory of where a person came from or what they did. The brand can't tell someone who scanned a QR on the packaging from someone who came from the website or a referral link — and can't react differently. And with no reason to come back, engagement fades: points alone don't retain.
It needed two engines at once. The first — gamification that gives the user a reason to open the app every day. The second — an admin panel that remembers each user's source and behavior, sorts people into segments, and automatically launches a tailored message scenario for each group.
Audience
| Role | Use case |
|---|---|
| Brand manager / marketer | Launch a gamified loyalty program with no in-house dev — game, tasks, gift shop, and per-segment scenario setup through the admin |
| CRM marketer | Automatic message chains per group (packaging QR / site / referral) built on reusable templates with variables |
| Growth / product manager | Segments by source and behavior, behavioral broadcasts, retention metrics — DAU/WAU, return-to-bot, referral funnel |
| D2C brand owner | Retain the audience in Telegram and Max: repeat touches via the game, tasks, and keys instead of one-off points |
What's different
vs. a plain loyalty program: Not just points, but a Match-3 mini-game, weekly tasks, and a gift shop — a reason to come back every day. The keys a user earns in the game and tasks are spent on real gifts — the loop closes.
vs. "one bot for everyone": Every user is tagged by entry source (UTM tag, packaging QR, referral link) and behavior, lands in a segment, and gets their own message scenario. Someone who came via a packaging QR and someone from the website see different chains.
vs. manual broadcasts: Scenarios (pipelines) fire automatically by trigger — bot start or registration — and by segment. One-off broadcasts are assembled from dozens of behavioral filters with a live audience preview.
vs. external analytics: An engagement and retention dashboard is built into the admin: return-to-bot, DAU/WAU, share of Match-3 players, task completion, and the referral funnel — no third-party BI.
Mini App: game, tasks, loyalty
Admin: segments and scenarios
Admin: tasks and gamification
Customization
- 01Tasks — a builder for weekly tasks: condition type (purchase from a category, quiz, referral, Match-3 level or special level, receipt upload), product and category filters, minimum amount, reward in keys or points.
- 02Segments — routing rules by UTM (source / medium / campaign), referral status, and behavior; a segment can be tied to a department and given a personal link.
- 03Scenarios — multi-step chains with a trigger and a segment, toggled on and off one by one.
- 04Message templates — reusable texts with variables; you can see which scenarios each template is used in.
- 05Broadcasts — precise audiences by messenger, segments, UTM, balances (points / keys), and behavior (viewed category and products, clicked to store, Match-3 level, claimed reward) with a live preview.
- 06Content — catalog, gift shop, avatars, FAQ, and support are all configured from the admin.
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