Westfield has launched World of Wins in Australia and New Zealand, an experience inside its app designed to create another reason to open the service and visit a shopping centre. From 27 August to 16 September, members search daily maps for virtual bags, receive chances at instant and daily prizes, and enter a major draw. The experience was created with AKQA Australia.
What the user does
Participants update the app and find ten digital bags to complete a level. The first bag found each day provides an instant-prize chance and a major-draw entry; new maps unlock at 8am local time. Inside a centre, turning on location and finding a gold bag creates an entry for a daily prize and another chance at the $10,000 major prize.
Why a mall needs a game
A shopping-centre app can become a utility opened only for parking or coupons. A daily game creates a return ritual and introduces an active product between registration and a prize draw. The in-centre mechanic links digital engagement to a commercially meaningful visit without requiring an immediate purchase.
Location requires a fair exchange
The design should explain why location access is needed, whether tracking continues in the background, how long data is retained and how consent can be withdrawn. This matters particularly because the promotion admits eligible members from age 16. Legal eligibility does not remove the need for plain language and data minimisation.
How to measure the effect
Westfield should separate prize-driven activity from loyalty. Useful measures include app activations, daily retention, incremental centre visits, aggregated dwell time and transactions, plus location opt-outs, notification opt-outs and post-campaign deletion. The decisive question is whether useful activity survives after 16 September.
UA Banner has explored technology as part of the brand experience. World of Wins shows that gamification is useful when it strengthens a real customer journey rather than simply adding animation to loyalty.
UA Banner conclusion
The business logic is clear: the game increases app opens, daily maps encourage returns and the gold bag moves part of the audience into physical space. Quality will depend on incremental visits, retained activity and transparent location practices—not the number of prizes distributed.
Sources: the official Westfield World of Wins page and launch coverage at Best Ads. Incremental traffic and app-usage results have not been disclosed.
