How Rituals used gamification for the Dream Collection Launch

Rituals recently launched a new product line: the Dream Collection. A line that’s all about rest, relaxation, and self-care. To introduce this new line in a playful and interactive way, we at Livewall teamed up with Rituals to create a product-focused campaign — with an interactive game at the heart of it: Journey of Your Dreams.

In this digital activation, players guide a flower drifting through a dreamy sky — floating gently above the clouds, towards calm. The game is not only visually beautiful, but also a smart use of gamification marketing to help people explore and experience the new collection.

More and more brands are using gamification in marketing. By adding game elements like challenges, rewards or storytelling — you capture attention and create real engagement.

Why does it work?

• It builds brand experience. People step into your story.

• It creates interaction. Users actively take part.

• It doesn’t feel like advertising. That makes it more powerful and memorable.

Gamification is a smart strategy to promote a new collection, especially when you're looking to create digital engagement.

An interactive game is easy to join, fun to play, and keeps people engaged. It helps you grab attention, hold it longer, and introduce your brand or product in a unique way.

With the right approach, gamification is a powerful tool to make product launches more impactful, and to bring your story to life in the digital space.

To support the launch of the Dream Collection, Rituals and Livewall created an interactive game fully designed around the products. Players move through a peaceful world, with calming music and visuals that match the collection. Along the way, they discover the products, seamlessly woven into the gameplay.

While earlier Rituals games were more about brand experience, this one is clearly focused on the product. The game shows how storytelling, game design and commerce can come together in a natural way.