Entain NCE Case Study: A Daily Step Challenge Built for Everyone

Entain NCE, an iGaming company operating across Northern and Central Europe, wanted to take its employee wellbeing initiatives beyond Latvia to teams across the region. Instead of another most-steps competition, it ran a 30-day daily step challenge on YuMuuv in which green meant good, and more than half of the participants made it to the end.

At a Glance

• Company: Entain NCE
• Industry: iGaming (sports betting, casino, live casino, poker)
• Region: Northern and Central Europe: Latvia, Estonia, Lithuania, Finland and Germany
• Interviewee: Alise Tiliba, Senior HR Specialist
• Challenge: a 30-day daily steps challenge with a 10,000-step daily goal
• Result: more than 50% of participants completed the challenge

From Local to Regional Wellness Engagement

Entain NCE growth and expansion into new markets faced the challenge of scaling employee well-being initiatives beyond Latvia to include teams across Estonia, Finland, and beyond. Having previously run a steps challenge earlier in the year, the company sought to design a program that would engage both competitive and non-competitive participants alike.

Alise Tiliba, who joined the HR team in July, inherited YuMuuv as the chosen wellness platform. “I didn’t even need instructions,” she recalls. “It was really user-friendly. I just clicked around and understood everything immediately.”

That simplicity became key in expanding participation across the region.

Designing a Challenge for Everyone

The team at Entain NCE noticed that traditional competitions—where employees see who can log the most steps—often discouraged those who weren’t highly active.

“One person in April did over a million steps, and others felt they couldn’t keep up,” Alise explains. “So this time, we designed it differently. Everyone had a daily goal of 10,000 steps, and participants didn’t see exact numbers—just whether they met their goal for the day.”

This “green means good” approach emphasized consistency over competition. Employees only saw their own progress and an overall participation view—removing the social pressure that can often come with fitness leaderboards.

“The focus was on well-being and daily movement, not on beating your colleagues,” says Alise. “And people loved it. Many who’d never joined a challenge before signed up this time.”

Results That Stepped Beyond Numbers

With the September challenge spanning 30 days, participation rates reached around 10–15% of Entain NCE employees, which was consistent with their previous activities. But what stood out was engagement quality—more than 50% of participants completed the challenge, maintaining activity throughout the month.

The YuMuuv in-app chat also became an unexpected morale booster.

“People shared photos from walks, hikes, even vacations,” says Alise. “It was great for connecting colleagues across countries—especially for those working remotely.”

Employees even discovered practical lifestyle changes: “Some realized walking to work was actually faster than taking public transport!”

Rewards and Motivation

To make the experience even more engaging, Entain NCE combined physical activity goals with a fun element of chance.

Employees who met the challenge goals were entered into a randomized prize draw, with additional entries for higher consistency.

Prizes ranged from company goodie bags and wellness gift cards to sports store vouchers.

“One lady even won twice,” Alise laughs, “because she completed all the challenge levels.”

Why YuMuuv Worked for Entain NCE

Beyond ease of use, the platform’s device flexibility stood out. Employees could connect Apple Health, Garmin, or other fitness devices—or simply use their phones.

“With other apps, we had syncing issues,” Alise explains. “But with YuMuuv, the data matched perfectly between the phone and app. It just worked.”

This accessibility allowed anyone—tech-savvy or not—to participate without needing specific equipment.

Lessons and Looking Ahead

While the feedback was positive, Alise shared one area for future improvement: pricing flexibility for companies running multiple challenges a year.

“We’d love to see tiered pricing for recurring users,” she suggested. “Otherwise, YuMuuv has been great—simple, engaging, and adaptable to everyone’s needs.”

Looking forward, Entain NCE plans to explore manual activity tracking options and possibly new challenge formats like exercise minutes or hybrid challenges that go beyond steps.

“Our goal,” Alise says, “isn’t to turn everyone into marathon runners—it’s to help people move more, feel better, and enjoy it together.”

Key Takeaways for HR Teams

• Inclusivity drives participation: Removing competition-based visibility increased engagement among less active employees.
• Simplicity matters: YuMuuv’s intuitive interface required no training or onboarding.
• Flexibility wins: Seamless integration with multiple fitness devices kept data reliable and participation accessible.
• Community counts: The in-app chat fostered connection and motivation across countries.
• Reward consistency, not just results: a prize draw with extra entries for higher consistency kept everyone in the running. Compare options in our wellness challenge rewards guide.

To set up a similar challenge, choose a daily target when creating a challenge; the green on-track line shows each participant whether they are keeping pace. Why daily goals beat all-or-nothing streaks is covered in the psychology of streaks, and if you are wondering whether 10,000 is the right number, see what the research says about 10,000 steps. For a team-results-only approach, read how Windrose did it, or browse all our case studies.

Want a step challenge everyone can win? Book a YuMuuv demo and we will help you set up a daily goal challenge.