Méliuz Turned Mobile Gaming Into a 2x App Engagement Loop

Méliuz is Brazil’s largest cashback and rewards platform with over 54 million registered accounts. The platform is a shopping and rewards ecosystem, offering users additional value through online cashback, banking, coupons, receipt scanning, and more. 

By consistently adding new ways for users to earn and engage, Méliuz has become one of Latin America’s leading digital rewards brands.

For Méliuz, sustaining momentum meant moving past a traditional rewards model where engagement is tied directly to transactions. That model did not match Méliuz’s ambition to become a daily engagement destination.

When app activity depends on purchase frequency, long gaps open between transactions. Méliuz recognised early that transaction-based engagement alone was not enough; the real opportunity was capturing the engagement between shops.

Méliuz launched Jogue e Ganhe in February 2025, powered by adjoe’s Arcade technology, allowing users to collect Méliuz points by playing popular mobile games in their free time.

Because the rewards were fully advertiser-funded, Méliuz could create more earning moments without adding pressure to its cashback or promotional budget. Arcade turned engagement into a self-sustaining value loop: users earned more often, advertisers reached engaged players, and Méliuz expanded rewards beyond transactions.

As engagement grew, Méliuz continued testing and adding new in-app entry points, making Jogue e Ganhe more visible, easier to discover, and better connected to the rest of the app journey.

In July 2025, Méliuz took the partnership one step further by signing an exclusivity agreement with adjoe, creating a direct inventory access point for mobile gaming advertisers inside the ecosystem.

Jogue e Ganhe became a distinct entertainment layer by attaching cashback value to mobile gaming, a behavior already embedded in Brazil’s everyday digital life with an estimated 123.3 million mobile players in 2025.

This mattered during a period of strong userbase growth for Méliuz: from 38.4 million registered accounts at the end of 2024 to 54 million in Q1 2026. Jogue e Ganhe helped Méliuz retain newly-joined members and solidify that growth by giving them a daily reason to return between transactions.

Quiet periods between purchases became valuable brand moments in the user journey. Even when users were playing outside the Méliuz app, the value they earned pointed back to Méliuz, creating more stickiness to keep the growing user base engaged without reliance on purchase moments. 

The company reports that members who play via Jogue e Ganhe show a higher-frequency app habit and open the Méliuz app about 2x as often as non-players. 

Jogue e Ganhe also strengthened reward redemption itself: players are about 4x more likely to redeem their cashback than non-players.

This Méliuz-exclusive value that can be generated with a favourite daily activity increased the overall user satisfaction and brand connection: 93% of Jogue e Ganhe players give the app positive in-app ratings, while Méliuz holds a 4.7-star rating on Google Play with more than 1.2 million reviews.

Since part of ad revenue flows back into rewards, Jogue e Ganhe became a self-sustaining engagement and loyalty feature. Paired with an exclusivity agreement, this partnership allowed Méliuz to strengthen user engagement, retain its growing member base, and defend its leading position in Brazil’s rewards market.

Méliuz and adjoe will continue building on Jogue e Ganhe as a long-term engagement feature. The focus is now on fine-tuning the experience, testing new entry points and formats, and adding features such as streaks to make mobile gameplay even more engaging and rewarding.

As the partnership evolves, Jogue e Ganhe can become more than an earning option. It can become a recurring reason for members to return to Méliuz, stay connected between purchases, and keep generating value through everyday mobile activity.

Looking ahead, this partnership creates a strong platform for growth, with opportunities to expand the Arcade experience, introduce new collecting mechanics and deepen personalisation of the rewarded experience