Promoting a Niche Product Through Gamification
— THE CHALLENGE
How can a specialized product be integrated into an engaging gameplay experience?
Our collaboration with TotalEnergies began with a proactive approach on our part. Without an initial brief, we were able to identify and conceptualize a unique marketing opportunity that evolved into an innovation strategy.
Our in-depth research uncovered a global community of over 400,000 lawn mower racing enthusiasts — an authentic world untouched by brands, offering a unique activation opportunity for TotalEnergies’ specialized fuel products.
The challenge was multifaceted:
- Create engagement around a highly specialized product
- Develop an authentic, premium gamified experience
- Integrate the brand naturally without disrupting the user experience
- Deliver an innovative project that meets TotalEnergies’ standards of excellence
— RESEARCH & INNOVATION
The Untapped Playground
Our research uncovered a fascinating phenomenon: lawn mower racing is an authentic motorsport with a true global community.
This discovery enabled us to design a completely original gamified experience, based on a real-world universe that had never been explored through gamification.
What we identified:
- 400,000+ enthusiasts across 4 continents (United States, United Kingdom, Australia, France)
- An organized sport with real competitions and established rules
- A unique aesthetic blending motorsport and countryside culture
- Zero competition in the gamification market
- Viral potential thanks to the originality of the concept
The Opportunity
The answer was clear: create the world’s first lawn mower racing game. A completely original concept that would allow for a natural integration of TotalEnergies’ products.
Why does it work? Because we’re creating a brand-new gaming territory while building on an authentic and rich universe.
— STRATEGIC APPROACH
_Phase 1: Brand Identity Creation (3 weeks)
We designed TTGP (Tracteur Tondeuse Grand Prix) as a brand that stays true to the spirit of the sport:
What we created:
- A complete visual identity blending gaming and motorsport
- A logo that conveys sporting legitimacy while remaining accessible
- A color palette inspired by TotalEnergies’ core values: performance and sustainability
- A user interface designed for mobile engagement
- A fully developed marketing ecosystem
Our philosophy: Capture the raw reality of racing and translate it into a modern gaming experience.
_Community Collaboration
We didn’t impose anything — we co-created.
Before even sketching the first concept, we consulted the administrators of racing associations. Their approval was crucial for the project’s credibility.
What they brought to us:
- Validation of the overall concept
- Guidance on authentic representation
- Visibility for their community within the game
- Moral endorsement of our respectful approach
_Phase 2: 3D Production & Development (3 months)
The 3 Archetype Strategy
Why 3 tractors? Because the community isn’t homogeneous. Our research identified three distinct profiles:
- Vintage Tractor for nostalgic purists
- Modern Tractor for tech-savvy performers
- Tuned Tractor for creative customization enthusiasts
Each vehicle speaks to a different side of the community, with 10 custom paint jobs and 10 unique rim sets, reflecting the deep tuning culture present in real-life races.
Track Authenticity
The most important part: faithfully reproducing the official tracks used by the associations.
We studied every curve and every detail of the real tracks to recreate them in 3D. The result? When a fan launches the game, they immediately recognize their weekend circuit.
Complete Game Architecture
- Real-time multiplayer racing system
- Drift mechanics and boost zones for strategic gameplay
- Dynamic obstacles and collectible power-ups on track
- Driving physics tailored to lawn mower tractors
- Progression system to drive user retention
- Daily challenges that reflect the community’s competitive spirit
- Global leaderboard to fuel healthy rivalry among players
- Full social features to connect passionate fans
— BRAND INTEGRATION
_The Art of Selling Without Looking Like You’re Selling
The challenge: Integrate TotalEnergies natively into the experience without compromising authenticity or disrupting the community.
Our solution: The brand’s products become gameplay elements that bring real value.
Concretely:
- In the garage: Natural visual presence of the products in the mechanical environment
- In the race: Collectible ActiStrat and ActiStrat+ capsules to boost performance
- Game mechanics: Premium fuel becomes a tangible strategic advantage
The result: By being exposed to the product daily, players build a natural and lasting connection with the brand.
The constant immersion in an engaging experience positions TotalEnergies as a perceived ally—enhancing both performance and sustainability. Instead of a traditional advertising message, an authentic relationship is built, reinforcing the desire to include the brand in everyday choices.
Engagement goes beyond traditional methods, turning the act of purchase into a natural extension of the lived experience.
The result ensures continuous brand exposure without compromising authenticity or damaging community trust.
— CREATIVE EXECUTION
_Trailer Production (2.5 weeks)
Our mission: Make people want a game based on a sport that 99% of them have never heard of.
Our approach:
- Showcase the game at its best without overselling
- Highlight the natural integration of ActiStrat+ capsules
- Convey the authentic and fun spirit of the sport
- Spark interest in both target audiences: the core community and casual gamers
Full process: From creative concept to final delivery — including 3D modeling, animation, and sound design.
— 4 MONTHS FLAT, ZERO COMPROMISES
Our method:
- Exhaustive breakdown of all tasks for full transparency
- Bi-weekly checkpoints with the TotalEnergies team
- Continuous validation at every key milestone
- Absolute adherence to TotalEnergies’ brand guidelines
- Proactive risk management through constant feedback
The critical challenge: Representing TotalEnergies without compromising their brand image. All corporate constraints were rigorously respected.
— BUSINESS IMPACT
Beyond Traditional Marketing
This project delivers far more than a standard advertising campaign:
Community Engagement: Authentic connection with 400k+ passionate fans overlooked by competitors
Brand Retention: Repeated exposure through gamification mechanics—more effective than a TV spot
Cultural Integration: TotalEnergies becomes a natural part of community conversations
Global Reach: Worldwide accessibility via mobile platforms
Psychological Impact: Repeated positive interaction with the brand builds unconscious familiarity and preference
The result: TotalEnergies reaches an untapped community by delivering real value through entertainment.
— NOTRE MÉTHODE
✓ Recherche Approfondie
Comprendre l’univers du produit pour créer des expériences gamifiées authentiques
✓ Vision Stratégique
Transformer les défis de la marque en opportunités innovantes d’acquisition client et de conversion
✓ Excellence Technique
Maîtrise complète du développement d’expériences gamifiées et de la production 3D
✓ Respect de la Marque
Valoriser les guidelines client tout en maximisant l’impact
✓ Intégration Naturelle
Intégrer les produits de manière à apporter de la valeur à l’expérience
Pletory, Créateurs d’Expériences Gamifiées Sur-Mesure
Ce projet illustre parfaitement notre approche : là où l’innovation par la gamification rencontre la stratégie marketing, où la créativité stimule l’impact d’une marque, et où la maîtrise technique donne vie à un projet unique et concret.
Nous ne créons pas simplement des jeux. Nous concevons des expériences digitales qui servent les objectifs marketing et business de nos clients tout en apportant une vraie valeur aux utilisateurs.
Plus qu’un studio – un mouvement.
Prêt·e engager votre marque avec une expérience intéractive ?
— OUR METHOD
✓ In-Depth Research
Understanding the product’s universe to craft authentic gamified experiences
✓ Strategic Vision
Turning brand challenges into innovative opportunities for customer acquisition and conversion
✓ Technical Excellence
Full expertise in gamified experience development and 3D production
✓ Brand Respect
Honoring client guidelines while maximizing impact
✓ Natural Integration
Embedding products in ways that add true value to the experience
Pletory, Creators of Bespoke Gamified Experiences
This project perfectly illustrates our approach: where innovation through gamification meets marketing strategy, where creativity drives brand impact, and where technical mastery brings a unique, concrete project to life.
We don’t just create games. We design digital experiences that serve our clients’ marketing and business goals—while delivering real value to users.
More than a studio — a movement.
Ready to engage your brand with an interactive experience?
