How Businesses Can Gamify Loyalty With Lucra's Dylan Robbins

**Dylan Robbins** (0:00)
The age of just winning points that you don't want to do with is over. There's hundreds of millions of dollars, maybe billions of dollars going through Dave & Buster's and Topgolf and Buffalo Wild Wings every year, but it's all being done offline.

**Brett Winton** (0:10)
What is the, like, tangible tam, like when you're talking to investors?

**Dylan Robbins** (0:14)
On competitive social and hospitality, there's a billion dollar business. Just within mobile games, there's probably a multi-billion dollar business. Just within recreational sports, we think that there's a multi-billion dollar opportunity.

**Brett Winton** (0:22)
Do some of the pots get extraordinarily large?

**Dylan Robbins** (0:24)
We've gotten up to tens of thousands of dollar pots, but we're debating, should we do a million dollar challenge?

**Brett Winton** (0:29)
In your four or five years forward from now, where do you want Lucra to be?

**Dylan Robbins** (0:33)
Where do you think it will be? At that point, we'd like to be a multi-billion dollar publicly traded company. We think we are changing the game, disrupting what loyalty is. What's been really cool to see is most of these partners will put on the table, buy one, get one free wings or temper them, and people don't redeem them. Like it's just human psychology is like, I got some coupon, they're trying to get me. But if you win it, it changes everything. We want to become ubiquitous with friendly competition.

**Brett Winton** (0:59)
From ARK Invest, this is FYI, The For Your Innovation Podcast. I'm Brett Winton. With us today, we have Dylan Robbins, founder of Lucra Sports.
Okay, Dylan, welcome to the pod. How are you?

**Dylan Robbins** (1:11)
Doing great. Thanks for having me.

**Brett Winton** (1:12)
Okay. Tell us about Lucra. What is Lucra? I've never heard or until we invested in Lucra, I had never heard of Lucra.
Where are you? Why are you here? Actually, some people probably have used your product without even realizing it.

**Dylan Robbins** (1:24)
Yeah, I was about to say, it's not the worst thing that you haven't heard of Lucra because part of our game plan is to be behind the scenes for our partners. But we're coming a little bit out of the woodworks now, sharing more about our story. Lucra is white label gamification. So what we do is we power loyalty and games for brands. Basically, all the offline fun you have in your life, cornhole, darts, ping pong, pickleball, golf on the weekends, board games, video games, if it's fun and you're playing for something and it's happening offline, we want to digitize that. So a lot of that fun is happening, it's transactional, it's happening on Venmo or it's happening for, hey, I'll buy you a burger and we just go to the bar and buy it and brands aren't capitalizing on that. They're not getting your data, they're not monetizing it and you're not having like a really seamless experience. And so Lucra's job is to try and bridge the gap between those two things and we partner with brands across fitness, hospitality, competitive entertainment, mobile gaming, recreational sports, you name it.

**Brett Winton** (2:17)
Throw me a tangible example, give me a tangible example.

**Dylan Robbins** (2:19)
Yeah, so I'm a mini golf guy. Like I love mini golf. I was always, grew up, I got two brothers and my dad and my mom, all big mini golf fans. And we'd go on Saturday and we'd go to our local mini golf and we'd get out the pen and the paper and we'd play and we'd play for dessert or we'd play for five bucks at the end of the night. And we partnered with Puttshack, who's a fantastic mini golf provider all across the country and in the UK. And they've got this awesome digital mini golf. It's got the lights and the glitz and the glamour and it automatically scores. So every time you hit a shot, it's updating on your phone and on the leaderboards, you know what your score is.
So you can walk in to Puttshack and I could say, hey, Brett, let's play for a burger. Instead of us going to the bar afterwards, all done through their website. So you can look at their menu, see what you want to play for, you can go and you can challenge your friend or you can play as a group. You go and you actually play mini golf, you're off your phone, you're having fun, and you go to the end, there's a QR code right there. Go up to the bar and you can win your prize. So you can play for cash, for burgers, for beers, for merchandise, for discounts, for rewards. Like one of our main theses is that the age of just winning points that you don't know what to do with is over. Like I did fly United today, I do love my United points. Other than that, maybe we're really focused on winning the immediate gratification. Like the dopamine hit of, okay, I won something, I wanna go use that, I wanna go spend this, I wanna have that experience. So we're trying to really hit on those trends.