What happens when actu.fr, a major French regional news outlet, turns December into a daily appointment? Its Advent calendar powered by QronoPlay recorded 14,997 entries in 25 days — and above all 34 plays per player on average: proof that a well-designed game creates a habit, not a one-off visit.
The context
actu.fr, a regional news outlet with a very large audience, was looking for an engagement campaign for December: retain its audience over the holidays, showcase local partners through prizes, and collect qualified opt-ins for its communications.
The setup
- A digital Advent calendar: one door per day from December 1 to 25, instant-win format;
- One entry per person per day — the constraint that creates the daily return ritual;
- 399 prizes distributed over the period, provided by the outlet's local partners;
- Automatic daily quotas: the platform spreads prize distribution across the 25 days, with no manual intervention.
The results, in numbers
- 14,997 entries in 25 days;
- 443 unique players, i.e. ≈ 34 entries per player — an exceptional daily retention rate;
- 399 winners over the period;
- Over 11,000 marketing consents collected along the way, timestamped and auditable (GDPR).
What to take away
The daily format is the best habit builder: here, a player came back 34 times on average over the period. For a media outlet — or any brand looking for recurrence — the calendar mechanic turns an audience into an appointment. And the QronoPlay infrastructure (quotas, anti-fraud, native GDPR) handles thousands of plays per day without a technical team.
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