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.
— 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?
