ROLE: Product Manager
FOCUS: Product definition, in-app integration, regional localization and campaign delivery
TAGS: Gamification · In-App Experience · Regional Campaign · Engagement · Branded Content
Overview
During the 2022 FIFA World Cup, PedidosYa integrated a powered-by-Trivia-Crack football tournament into its app across 15 Latin American countries. The experience combined daily rounds, localized content, weekly and overall rankings, recurring prizes and a branded booster question within each round.
Challenge
The campaign needed to operate reliably at regional scale while keeping content locally relevant, sustaining daily participation throughout the tournament and giving branded questions meaningful visibility without interrupting the play experience.
Contribution
➤ Defined product and campaign requirements with PedidosYa, including the in-app user flow, round structure, rankings, prize cadence and branded-question format.
➤ Coordinated product, design, development, content and marketing teams across both companies from integration through launch and live operation.
➤ Supervised localized content for 15 markets and three content updates during the tournament, responding to the evolving football context.
Selected Results
➤ 1.76 million active players - equivalent to 20% of the app’s 8.8 million monthly active users.
➤ 6.5 million rounds played, averaging 3.7 rounds per active user, with an average DAU of 156K.
➤ Between 90.6% and 96% of users who started a round reached the sixth, branded question, depending on the country.
➤ Concurrent play peaked at 33K users during the final two weeks of the campaign.
Gameplay demo
Sponsored question example.
