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Game & Gamification

Star Wars
Rollinz App

“Stellar” results for mobile application created by Infinity Reply in support of the Esselunga Star Wars promotion

300,000 downloads in just 8 weeks

Rollinz Esselunga Star Wars App

The Project

The digital “life force” of Esselunga’s recent promotional success, the Star Wars Rollinz app was developed thanks to the creative and technological support offered by Infinity Reply, the Reply Group company specialising in gaming and digital user engagement services.

Infinity Reply has built a rich and continuous user experience bridging the gap between the physical and the digital worlds: a point of sale promotion that was transformed into a virtual game and in turn triggered new entertainment stimuli, becoming an unprecedented media phenomenon.

In addition to entertaining users through the gameplay offered, the mobile application has also helped sustain and expand the performance of the initiative. The mechanics adopted are simple at their core, yet rich and engaging in terms of tools and gaming experiences generated.

The Game

Having being authenticated through their Esselunga Fìdaty loyalty card, users are provided access to an augmented reality functionality allowing them to scan physical Rollinz and activate them within the game.

In this virtual space, the user has the option to lead the character – overcoming one trial after another – through various successive levels of play until the final victory. The game was designed to involve all 20 Rollinz characters distributed with the promotion.

Once satisfied with the players’ engagement, Infinity Reply focused on the marketing aspect of the application, aiming to provide the company with qualitative and quantitative tools for evaluating the initiative.

With this application, Infinity Reply and Esselunga totalled 300,000 downloads in just 8 weeks, a veritable record on the Italian market.


The game was developed for both the iOS and Android platforms.