The Activation Challenge
MBC Dream wanted to increase early participation in the Dream App and shift more users out of low-value guest behaviour and into repeat engagement. They needed a mechanic that was simple, motivating and proven to build momentum fast without disrupting the existing experience.
The Activation Pattern Deployed
Working with OBT Live, the team introduced a 7-Day Streak mission using Engage AI’s core modules:
• Streak missions to structure a clear, progressive journey that builds habit loops
• Tiered reward system to motivate players across all participation levels
• Behaviour Triggers to nudge users at the right moments
• Dashboard Insights to track shifts in behaviour in real time
The streak created a lightweight, engaging progression path that moved users from passive behaviour into repeat return patterns.
The Activation Impact
The streak delivered immediate and measurable results:
• +62% Guest → Free conversion
• +96% Free → Paid conversion
• +56% DAU uplift (within 24 hours)
• 166K streak drawer views
• +18.5% increase in AOV
• +38% spike in IAP value
• 31.4% of Day 1 participants completed the full 7-day streak
Users didn’t just sample the feature. They stuck with it, demonstrating sustained intent and repeat behaviour.
Behavioural Pattern
The streak shifted behaviour in predictable stages, revealing clear patterns:
• Curiosity → Commitment → Habit → Return → Repeat
• Users responded strongly when rewards aligned with perceived effort
• Timely nudges had the biggest impact on return behaviour
• Streak missions create an effective entry point into deeper engagement loops
These insights provide a blueprint for structuring future mission arcs and multi-day challenges.
How This Pattern Extends
The partner is now exploring:
• Monthly missions
• High-value behavioural challenges
• Streak protection mechanics
• Personalised goal-setting journeys
• AI-driven engagement variants
Engage AI will support the next phase of MBC Dream’s engagement strategy with additional mechanics in development.
“Launching the 7-Day Streak created a noticeable shift in how our users engaged with the experience. We saw significant lifts in participation, conversion and return behaviour, but equally valuable were the insights into how motivation builds across the journey. It’s given us a solid blueprint for shaping future features and deepening long-term retention.”
Zeina Moghrabi, Director of Mobile Services – Emerging Media