Changi Millionaire Mini Game

As part of Changi Airport Group's ongoing Be a Changi Millionaire promotion, we were appointed in 2023 to design and build a new layer of interactive engagement: an instant win mini game playable directly on mobile browsers, no app download required.

Unlike traditional lucky draw mechanics, the mini game was built around guaranteed participation rewards. Every player won something, whether a shopping voucher or an exclusive airport perk, with prizes calibrated to the campaign moment. The game was designed to refresh with a completely new theme each quarter, introducing new gameplay mechanics and visual identities throughout the year.

The quarterly theme rotation gave repeat visitors at Changi a reason to play again on return trips, sustaining the campaign's energy across the year and giving the promotion genuine longevity rather than a single-moment spike.

Instant Win Format

Every player won a prize, removing the friction of uncertain outcomes and making the experience accessible and rewarding for Changi's internationally diverse visitor base, across nationalities, age groups, and levels of familiarity with the promotion.

Quarterly Theme Rotation

The game refreshed with a new theme and mechanics each quarter, sustaining engagement across the campaign year and giving repeat visitors a fresh experience with each return trip to the airport.

Mobile Browser Native

Designed to run directly on mobile browsers without an app download, minimising the barrier to participation for an internationally diverse airport audience who may not have an existing relationship with the Changi app ecosystem.