One rewards store for 5+ games
A co-branded, themeable store shipped as a single SDK.
My role
UX/UI Designer, store design lead
Team
PO, SDK team, game developers
Timeline
2 months
Platform
In-game and web
Overview
myVIP’s rewards store lived inside 5+ games, each built by a different dev team, so it looked and worked differently everywhere. I redesigned it as one co-branded store, shipped through a single SDK, with a theming layer each game could customize. Redemptions went up, more players recognized myVIP, and five codebases became one.
Context
myVIP is Playstudios’ loyalty program. Players earn Loyalty Points across participating games and redeem them for real-world rewards, either in the myVIP platform or in a store inside each game.
The problem
I interviewed players about the store and the myVIP brand. Three findings stood out:
Most players didn’t recognize the myVIP brand.
New players didn’t understand what Rewards were or how to earn them.
The store felt overwhelming and hard to navigate.
Behind the scenes, each game team maintained its own version of the store: more than 5 codebases, duplicated dev work, and a different layout and feature set in every game.
Constraints
Every game has its own brand and art style, and game teams wanted their store to feel native. The SDK had to work across different engines and screen sizes.
Key decisions
Co-branded, not white-label. The “Rewards store” became the “myVIP store”, raising the brand’s presence while each game kept its identity in the header and accents.
A themeable component system. I defined which parts stay fixed (layout, navigation, card structure, flows) and which each game can theme (header, nav bar, button colors, icons, background). That made a single SDK acceptable to every game team.
Onboarding before the catalog. New players get a short intro explaining Rewards and how to earn Points before they land in the store.
Findability. A clear navigation bar, search and filters replaced the long scrolling list.
Results
The new onboarding led to a clear rise in reward redemptions.
Follow-up player polls showed more players recognizing the myVIP brand.
5+ store codebases became one SDK, freeing game teams from duplicate work on every store update.
What I’d do next
Personalize the catalog by player level and region, and measure how onboarding affects time to first redemption.