Mystery boxes and gamified shopping gain ground in Cyprus

Nicosia, Cyprus. POW! The Shop customer Ivan won a new electric Renault 5 after finding one of 30 golden Renault replicas hidden in mystery boxes sold by the retailer. The promotion reflects the growing use of prize-based and gamified shopping experiences in Cyprus.

Renault 5 prize draw

Ivan was presented with the keys to the vehicle at the Mall of Cyprus, according to POW! The Shop’s winner announcement.

The retailer placed 30 golden Renault replicas in boxes sold through its stores and website. Customers who found a replica qualified for the final draw. Ivan found replica number 12 before winning the car.

Most boxes contained merchandise, while a limited number offered customers an additional chance to enter the draw. There was no suggestion that the promotion caused financial harm.

Online shopping features

In early August, Temu ranked third in Cyprus’ iPhone shopping chart. A review on the local app page said the platform repeatedly opened with a spinning wheel and that the button to close it was difficult to see.

European consumer authorities have raised concerns about what they described as “forced gamification”. The European Commission said the concerns included requiring customers to spin a fortune wheel before entering Temu’s marketplace and hiding important conditions linked to advertised rewards. The investigation remains open.

Livestream auctions and case breaks

Whatnot, a platform focused on livestream auctions, flash sales and giveaways, is available through the Cyprus App Store. Tilt, which offers live-hosted fashion rooms, auctions and limited “drops”, is also available.

eBay’s Cyprus app advertises livestream auctions and “case breaks”, under which customers purchase a share of unopened collectible packs and learn what they own when the case is opened on camera.