Don’t get out of shape in the summer. The 8th edition of the MultiSport Summer Game has started, and it is already breaking records.
On 4 June 2025, the 8th edition of the Summer Game – a gamification initiative promoting physical activity – was launched. The campaign, aimed at MultiSport card holders, has been encouraging people to be active in the summer for years. It also impresses with the scale of the participants’ involvement and innovative approach to sports motivation. Last year it was attended by almost 100,000 participants. Behind the success of the project is a precisely designed system of tasks, rewards and marketing communication fully based on gamification mechanisms, which are further improved by MultiSport year by year.
The Summer Game is 10 weeks of sports fun, hundreds of thousands of completed tasks and thousands of prizes. This year’s edition will last from 4 June to 12 August 2025 and will be available to MultiSport card users (Plus, Classic, Light, Student, Senior). During this time, players complete tasks related to physical activity and a healthy lifestyle. Prizes await the most committed players, and the event format – like every year – supports building regular, health-promoting habits.
– You shouldn’t take a break from activity in the summer as this is the period that creates a huge potential to take care of your wellbeing. MultiSport proves it once again – says Dorota Szostek, Marketing Director at Benefit Systems. – Last year’s edition of the Summer Game showed how effective motivation based on gamification mechanisms can be. As many as 96,000 people joined the game at that time, completing over 547,000 tasks. On the first day after the registration for this year’s edition opened, nearly 23,000 people declared their participation in gamification. This is a new record that shows the growing interest in the format.
During the game, participants earn points for completing specific tasks and decide how to use them. The mechanism is based on two parallel reward paths: ranking points, which enable winning main prizes, including laptops, sports watches, vouchers to a sportswear store, and guaranteed prizes – the user can spend the same points on shopping vouchers worth PLN 25 and PLN 50 or donate them to charities related to the promotion of sports.
MultiSport rewards activity
The game’s tasks are divided into weekly stages and permanent tasks. Points are awarded for visits to sports and recreational facilities (those with a mobile application are particularly rewarded), regular physical activity, visiting new locations, profiles and surveys, inviting friends to play, solving quizzes and reading articles. But that’s not all – MultiSport users who join the game later still have a chance to score high thanks to the retroactive scoring feature. Any training done after 4 June, even if the user joins the game in July, will be counted.
According to the MultiSport Index 2024 survey, one in three Poles does not undertake any physical activity, and the most frequently declared obstacle to being active is lack of time (28% of responses). Summer Game responds to this problem – the tasks are designed to support regular physical activity. Every form of exercise, even the least significant one, matters and is awarded points. Players receive badges and medals, which, according to the creators, supports long-term engagement. In turn, people who donate at least 600 points to charity will receive a special bonus.
Reasons to join the Summer Game
According to a survey conducted among nearly 20,000 participants of the previous edition of the Summer Game, the main reason for participating in the game is vouchers (47%), but additional motivation for sports activity (44%), the desire to have fun (41%) and material prizes (30%) turn out to be equally important. For 27% of players, the Summer Game has already become an annual tradition, and 16% of participants indicate that they were encouraged to participate by a positive opinion from a friend. Interestingly, 12% of people decided to join the game because of the possibility to provide real charitable help, and one in ten (10%) – to motivate themselves to start physical activity.
– We treat the Summer Game as a dynamically developing motivational system. Each subsequent edition is the result of an in-depth analysis of data from the previous game. We observe user behaviour and draw conclusions, thanks to which we optimise the mechanics of the next gamification, as well as adjust marketing communication. In this way we can support players in building regular exercise habits more effectively. The scale of positive reception of gamification confirms that our actions make sense. Last year 76% of people rated the Summer Game as equally attractive or better than the previous one, and 98% declared their participation in this year's edition – says Dorota Szostek.
Influencers and 360° communication
The Summer Game promotional campaign combines the company’s own and paid channels. MultiSport communicates with its users via social media, mailing, web pushes, landing pages, applications, and teaser campaigns. In parallel, B2B communication aimed at employers is being conducted, encouraging them to activate employees and promote participation in the game. Thanks to marketing automation, email messages are tailored to user activity, and their effectiveness is impressive – OR reaches up to 51%, and CTR reaches 16%.
Sandra Dobrowolska
Benefit Systems has been operating on the Polish market for over two decades and is one of the leaders in providing non-financial benefits that support employee wellbeing. The company is the creator of the MultiSport Programme, which enables physical activity in sports facilities throughout the country. Its portfolio also includes the MyBenefit cafeteria platform and the MultiLife wellbeing programme. For several years now, the company’s sports offer has been developed on foreign markets, including the Czech Republic, Slovakia, Bulgaria, and Croatia. The Benefit Systems Group also operates fitness clubs (in Poland it is responsible for Fabryka Formy, FitFabric, Fitness Academy, Good Luck, My Fitness Place, Saturn Fitness, StepONE, Total Fitness and Zdrofit networks). An important area of Benefit Systems activities is the promotion of an active lifestyle at every stage of life, which is why the company implements initiatives supporting physical activity of children, adults, and seniors, also as part of the MultiSport Foundation. Since 2018, Benefit Systems has been part of the global B Corp initiative, bringing together companies operating and engaging in solving the most important social problems. More information can be found at benefitsystems.pl/en.
