EB WORLD
How CX Lavender designed and engineered a deeply integrated loyalty system that gave EB Games a sustained competitive advantage – and scaled it globally.
THE CHALLENGE
Loyalty programs weren’t keeping pace with customer expectations
EB Games operates in one of the most competitive retail categories – where customers expect immediacy, fun and recognition of their skill.
Traditional loyalty programs, built around points and promotions, can feel like a bolt-on – rather than being part of the brand experience.
EB Games needed a loyalty system that:
- Was engrained in how customers bought, engaged and returned.
- Recognised customers in real time.
- Delivered tangible, immediate value.
- Stayed in tune with customers’ progress and presented new challenges.
- Reflected gaming’s energy and culture.
THE OPPORTUNITY
Design loyalty as an engrained system within EB Games’s customer experience
The opportunity was to rethink loyalty from the ground up – not as a marketing layer, but as a core business system.
EB Games wanted a loyalty platform that:
- Knew the customer across channels.
- Responded instantly at the point of interaction.
- Delivered relevance, recognition and reward as part of the purchase experience.
- Was part of all marketing and service communication.
- Did not create a balance sheet liability.
- Scaled across markets without losing consistency.
The approach
A deeply embedded loyalty system
CX Lavender designed and engineered EB World – a loyalty system fully integrated across:
- Retail and point-of-sale.
- Customer service.
- Marketing and communication.
- Digital platforms and ecommerce.
- Customer data, analytics and business information.
EB World was built to recognise customers in the moment – rewarding behaviour, recognising achievement, respecting preferences and reinforcing brand connection at every touchpoint.
Loyalty was no longer something that customers signed up for. It was something they experienced as they played and progressed.
The outcome
A loyalty platform that delivered sustained advantage
First launched in Australia, EB World quickly became a defining part of the EB Games experience.
Following its success, the system was rolled out internationally – across New Zealand, Europe and North America – proving the platform’s scalability and durability.
EB World remains a benchmark in loyalty system design because it delivers what customers value most: relevance, immediacy and recognition.
WHY IT MATTERED
Relevance is the foundation of loyalty
EB World demonstrated that loyalty is not driven by mechanics alone – it’s driven by how well a brand understands and respects its customers.
By engineering loyalty into the customer experience itself, EB Games created a system that:
- Strengthened emotional connection.
- Increased repeat engagement.
- Scaled globally into numerous cultures.
For CX Lavender, EB World is a clear example of Grow & Retain in action – where technology and human insight combine to create long-term value.
