We hypothesized that introducing gamification through a Plinko-style interactive popup would increase subscriber engagement and conversion rates compared to traditional evergreen popups. The playful, interactive experience was expected to create a more memorable brand interaction and drive higher email and SMS opt-in rates across both mobile and desktop.

We conducted a controlled A/B test comparing an evergreen popup (control) against a Plinko gamified popup (variant) for an apparel brand. The test ran across both mobile and desktop traffic, with subscribers randomly assigned to either experience. Results were tracked across email opt-in rate, SMS opt-in rate, and revenue per visitor, segmented by device, until statistical significance was achieved.

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The control group saw the apparel brand's standard evergreen popup. The variant group interacted with a Plinko-style gamified popup where visitors drop a ball to reveal their discount. Both versions maintained the same core offer, but the Plinko variant delivered it through an interactive game mechanic designed to increase engagement and participation.

The Plinko popup delivered strong results across both devices.

Mobile: Email opt-ins rose from 5.21%% to 7.42%% (+42%%) and SMS opt-ins jumped from 3.94%% to 5.84%% (+48%%). Revenue per visitor held flat at $4.13 vs $4.17, with a slight Plinko edge.

Desktop: Email opt-ins increased from 8.01%% to 11.37%% (+42%%) and SMS opt-ins surged from 5.47%% to 8.39%% (+53%%). Revenue per visitor showed a directional lift at $12.99 vs $13.34 (+2.7%%).

Gamification through the Plinko mechanic is a proven strategy for boosting both email and SMS opt-in rates without negatively impacting revenue. The results were consistent across both mobile and desktop, with desktop showing an even stronger SMS uplift of +53%. Next steps include testing the Plinko format against other gamified popup types and rolling it out across additional brand verticals.