Nokia today launched its rewards program for Windows Phone developers in 21 countries. Called DVLUP, the initiative uses gamification to boost app discoverability by empowering developers to increase the visibility and success of their projects.

For those who are thinking DVLUP sounds familiar, you’re right: it was first launched as a pilot program in the US and Canada back in November 2012. “This is a game where developers level up,” Nokia said in a promo video launched at the time. Here’s today’s video:

The program, which Windows Phone developers can join for free, centers on winning badges, earning experience points, and leveling up by completing quizzes and challenges related to app development. By creating high-quality apps, developers can also earn additional points and “unlock even greater opportunities” such as promoting their work through the Windows Phone Store, App Social, in-app advertising, as well as by using print, digital, social and out-of-home media.

Points can then be redeemed for rewards like smartphones or gift cards. Nokia claims today’s launch of DVLUP introduces “a more interactive, intuitive user experience with feature consistency across mobile, tablet and desktop platforms to the global marketplace.”

Windows Phone developers can also create, book, and manage their own app promotion and marketing campaigns built through participation in DVLUP. Nokia calls this “an industry first” since most app stores leverage algorithms to control promotional efforts.

Although DVLUP is now available in more than 20 countries, Nokia curiously only lists 15: Australia, Canada, China, Egypt, Finland, France, Germany, India, Indonesia, Italy, Kenya, Poland, the UK, the US, and Vietnam. The Finnish company does note, however, more countries are “being added regularly.”

See also – Nokia releases Lumia Amber update for WP8: Better image processing, new camera app, Glance Screen, and more and Why Microsoft wants to buy Nokia’s device business

Top Image Credit – Kevork Djansezian/Getty Images