Fgfactory had impressive project management skills and was flexible enough to fit into how we worked.
Kendall Langenstein
Director of E-Commerce & Digital Innovation at L'Oreal
Visa Pay City
An interactive marketing platform built for Visa — a playful 3D city that rewards everyday card payments with characters, levels and real-life perks.
01 · Brief
Project Snapshot
02 · Overview
A city you earn, one payment at a time
Visa Pay City is Visa's flagship loyalty experience in Azerbaijan — a single web platform that turns ordinary card spend into a long-running game. Every transaction made with a Visa card unlocks new districts, characters and partner perks across an animated 3D city map.
Our team owned the experience end-to-end: from the first whiteboard sketches to a production-ready front-end and a hand-modeled isometric world. The platform launched in 2024 and now serves tens of thousands of monthly users across Visa's partner network.
03 · Challenge
Make a payment feel like a quest
Visa's brief broke down into six distinct workstreams — design, engineering, performance, infrastructure, rollout and brand compliance — that all had to ship together as a single product. Each one carried its own success criteria.
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Visual Design and Interface
Create a visually attractive design that will be filled with interactive elements for interaction. In addition, create a new design style for the user interface that should align with the Visa brand guidelines.
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Frontend and Backend
Develop the front-end and back-end logic of the platform for correct operation, the ability to release regular updates, as well as to ensure the ability to regularly download, update and monitor content.
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Stable and High Performance
Ensure high performance, which should include uninterrupted operation depending on the platform load, fast loading speed to ensure the best user experience.
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Infrastructure Based on AWS
Build the necessary server architecture on AWS servers, deploy the back-end logic of the platform on the hosting, configure the necessary security and scaling settings.
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Deployment and Support
Deploy the platform to the created infrastructure, check for uninterrupted operation, and further ensure high performance and support in the necessary updates.
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Compliance with Visa requirements
The platform must comply with the security, data processing and interaction requirements of global Visa requirements.
04 · Solution
A living map, not a menu
We built the platform around a single hand-rendered isometric city. Districts represent reward categories; characters are spending levels; perks live inside the buildings users unlock. There is no separate "dashboard" page — the map is the dashboard.
Under the hood, the 3D world is a layered set of optimised PNG sprites with subtle CSS-based parallax — no WebGL, no game engine, no battery drain. Animations are scheduled via requestAnimationFrame and pause on tab blur. The whole experience fits in a 1.4 MB initial payload.
05 · Features
What ships in the box
Six core systems carry the platform. Each one is a self-contained ACF block on the WordPress build so future markets can swap content without touching the front-end.
- Animated 3D isometric city with seven unlockable districts
- Character progression tied to lifetime card spend
- Partner perks catalogue with deep-link to merchant offers
- Daily login bonus loop with streak rewards
- Leaderboard and friend referrals via shareable city codes
- Localised in Azerbaijani, Russian and English from day one
06 · Gallery
Selected views
07 · Results
Numbers from the first year
Six months after launch the platform had outperformed every Visa loyalty benchmark in the region. The numbers we watch most closely:
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+38%
Increase in average monthly card transactions per registered user
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<5 s
Initial load time, down from 15–20s — inside the marketing-content speed standard for instant display
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12 min
Average session length — 4× the industry benchmark for loyalty portals
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94/100
Lighthouse performance score on mid-range Android in production
What partners say
Verified Client Feedback
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