Hump Club Games

Overview

We partnered with Thirsty Camel, one of Australia’s largest independent liquor retail groups, to design and build a suite of embedded, web-based games for their member clubs – The Hump Club and The Camel Club. With more than 400 stores nationwide in 6 States and Territories, Thirsty Camel needed engagement pieces that could work seamlessly across mobile and desktop while supporting regular, campaign-driven promotions.

Challenge

Operating across Queensland, Victoria, New South Wales, South Australia, Tasmania and The Northern Territory, Thirsty Camel runs frequent member promotions tied to birthdays, seasonal campaigns, and major calendar moments. The challenge was to create a flexible gamification system that could drive fast, repeat engagement, integrate with existing membership systems, and remain secure against client-side manipulation.

Approach

We delivered full end-to-end production, covering concept development, illustration, design, and game development, working with Pipelabs to facilitate the live website integration.

Each game was designed around Thirsty Camel’s iconic brand personality, with a strong thematic link between gameplay, product, and promotion to maximise resonance and recall.

Game Suite

• Birthday Spin-the-Wheel: Members receive a birthday email and can spin for a chance to win minor or major prizes directly within the member portal.

• Tennis Rally Game: A simple, one-click rally mechanic aligned with the Australian Open. Quick to learn, challenging to master, and designed for repeat play.

• Beer Can Grab Game: A reverse “whack-a-mole” style interaction where players grab cans from a cooler, creating an instantly recognisable and on-brand experience.

• Additional Seasonal Games: Designed for rotation throughout the year to support ongoing promotions and campaigns.

All games were built with a tamper-proof mindset. Where it was important, prize logic, validation, and points allocation are handled server-side, ensuring outcomes remain protected even if the front end is manipulated.

Integration

The games integrate directly with Thirsty Camel’s website, member authentication, and loyalty points systems. We worked closely with their web team and technical partners to ensure smooth deployment and long-term maintainability.

Outcome

The result is a reusable gamification platform that Thirsty Camel can deploy year-round. It delivers short, high-impact interactions that suit modern attention spans, while providing secure prize redemption and minimal operational overhead across a 400+ store national network.

Our Role

We led the game production end to end – concept development, illustration, design, development, and integration testing – collaborating closely with Thirsty Camel and their technical partners throughout delivery.

Why It Matters

This project demonstrates how well-designed gamification can transform routine retail promotions into meaningful brand moments, without compromising security or scalability. It highlights our specialist capability in delivering robust, brand-aligned interactive experiences for large, multi-state Australian retailers.

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