Zatu Games is the UK's largest independent tabletop games retailer. Born from a genuine passion for board games, the brand was built on a simple belief: games bring people together and create lasting memories.
From modern strategy games to trading card games, miniatures, LEGO, and accessories, Zatu offers one of the widest selections in the UK, catering to seasoned players and complete newcomers alike.
Beyond retail, Zatu runs a dedicated gaming centre, hosts community events, and produces reviews and guides to help every player find their next favourite game. A retailer, yes, but above all, a community.
Go beyond spend-based points and discount-only rewards
Eliminate time-consuming manual point adjustments
Move off an in-house system to free up engineering capacity
Before Loyoly, Zatu's loyalty programme relied on a purely transactional mechanic: earn points by spending, redeem them for a single type of discount. No missions, no engagement beyond the purchase, no room to build a genuine and personalised post-purchase experience.
Behind the scenes, every cancellation or post-checkout change triggered a manual point adjustment. A time-consuming, error-prone process that puts unnecessary pressure on the team.
On top of that, the programme ran on an in-house system maintained by Zatu's own developers. Every fix or update had a cost, pulling engineering time away from higher-value work.
Zatu Games launched Victory Points, its loyalty programme built to turn every purchase into a rewarding experience. Equipped with the Checkout Extension, points and rewards show up right at the checkout stage, reinforcing the programme's value throughout the whole buying journey.
The mechanic is straightforward: £1 spent = 1 Victory Point. Members also earn points through engagement missions: leaving a review, signing up to the newsletter, sharing UGC, or adding a birthday date.
Points can be redeemed against vouchers or exclusive products: Zed plushies, Dice Trays, Baseball Caps and more.
Three VIP tiers (Silver, Gold, Platinum) unlock increasingly valuable perks: bonus points, free products, vouchers, exclusive discounts, a free Zatu Con ticket, and access to Zatu Gaming Centre events.
+48% AOV on engaged customers
LTV x5.4
x4.6 orders
Since its launch, the Victory Points programme has delivered strong results.
Engaged customers place 4.6x more orders at an AOV 48% higher than non-engaged ones, which compounds into a lifetime value 5.4x greater.
That behavioural shift translates directly into revenue impact. Loyal customers now account for 43% of Zatu’s total revenue, driven by a programme that generated significant incremental revenue in just four months.
Beyond the numbers, thousands of opt-ins collected and synced with Zatu's CRM are enriching its marketing strategy through richer segmentation and more targeted campaigns.
Loyoly has been a great addition to our ecommerce site, offering customers the opportunity to use their loyalty points in the way they want. Marthe is always extremely helpful and presents us with really useful data and recommendations.
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