How Businesses Can Gamify Loyalty With Lucra's Dylan Robbins

In this episode of FYI, Brett Winton hosts Dylan Robbins, founder and CEO of Lucra Sports, to discuss how white-label gamification is reshaping brand loyalty. Dylan traces Lucra's evolution from a peer-to-peer sports betting app built at Stanford Business School into an enterprise software platform that powers leaderboards, challenges, tournaments, payments, and compliance for brands across fitness, hospitality, competitive entertainment, mobile gaming, and recreational sports. He explains why won rewards get redeemed when coupons don't, how partners like Dave & Buster's and Puttshack drive more visits, longer dwell times, and higher spend per visit, and how Lucra is using AI and its growing data set to personalize tournaments and marketing. The conversation also covers Lucra's $25 billion addressable market, the premium consumers place on in-person experiences, and Dylan's five-year vision for making friendly competition ubiquitous.

Key Points From This Episode:

• (00:00:00) Introduction
• (00:01:25) Lucra's white-label gamification model: powering loyalty and games for brands.
• (00:02:20) Digitizing offline competition, from mini golf and darts to board games.
• (00:04:15) How Lucra evolved from peer-to-peer sports betting into recreational games.
• (00:05:50) The pivot to Business-to-Business (B2B): becoming a full-stack loyalty solution for enterprise partners.
• (00:07:00) Lucra's three value propositions: more visits, longer dwell times, higher spend.
• (00:08:30) Tournaments and asynchronous play across locations.
• (00:10:30) Why customers redeem rewards they win but ignore the coupons they are given.
• (00:12:15) Using Artificial Intelligence (AI) and first-party data to personalize tournaments and marketing.
• (00:15:00) Mobile mini games as a beachhead to drive in-person visits.
• (00:16:20) The long-term vision: making friendly competition ubiquitous.
• (00:19:00) How Lucra deploys AI internally without losing its in-person core.
• (00:21:30) Sizing a $25 billion Total Addressable Market (TAM) across six sectors.
• (00:24:40) Where Dylan wants Lucra to be in five years.

Editing and post-production work for this episode was provided by The Podcast Consultant (https://thepodcastconsultant.com)