How we've built a stronger connection between players and creators by Introducing Group Challenges & Duels
We were losing players, so we changed the game.
Context
Background
GrabTap works like a standard play-to-earn app -- players earn points for playing games and redeem rewards as gift cards. What makes it unique is the community layer: content creators can host their own page, invite their audience, and turn gameplay into an engaging community activity.
However, once inside, players had little reason to interact beyond checking the leaderboard. There was no sense of community or added value to keep them engaged.
Goal: Boost conversion and motivate players to install and play games by introducing a group-based challenge and duel system
Secondary Goal: Increase retention by helping players return through social competition and rewards
Business Goal: A performance-based sponsorship platform that connects advertisers with high-intent audiences through community-driven play and rewards. Powered by an event-driven revenue model.
Problem
No reason to come back
Users arriving through a creator's link rarely installed a game. Even among those who did, engagement stayed low. Few revisited the creator's community page after installing.
The community page had a leaderboard, but no real reason to interact. There was no sense of community activity or added value to keep players engaged.
Process
How I got there
Understanding what creators needed
I interviewed 8 creators actively using GrabTap. The pattern was clear: they wanted their community page to feel alive, not just be a static leaderboard.
Finding inspiration outside our product
I drew from Xbox Retro classics, where replaying challenges cost internal points. Also from game economics of casual mobile games, where internal currency creates meaningful stakes without real cost.
The insight: if players stake points they've already earned, it costs us nothing from the rewards budget. A free engagement driver.
Designing for the loop
Players earn points by playing games. They spend points to enter challenges. Winners take the pot. Losers have a reason to play more games and earn back what they lost.
The feature creates a cycle that drives installs without increasing spend.
Process: feature breakdown and wireframes
Solution
What We Built
Community challenges
Players compete against each other on the creator's page. Entry requires staking your own points. Winner takes the entire pot.
Competition types
- Score attack: most points in a time window
- Level race: first to reach a milestone
- Timed challenges with clear end dates
Winners showcase
Public display of recent winners, creating social proof and motivation.
Earnings transparency
Players can see their challenge history and total winnings.
Results
Impact
"Now my viewers have a real reason to check my page -- they're playing more games and earning more points. This feature made my community active, not just present." -- Twitch Streamer promoting GrabTap
Reflection
What I Learned
- Friendly competition increases engagement and motivates players to participate more. The stakes made it feel meaningful without costing us anything.
- Community challenges benefit both players and creators. Players play more, creators get more support. A win-win that aligned incentives.
