In a world where commercial borders are becoming increasingly blurred, internationalisation is becoming an essential growth lever for brands. By 2024, the value of the world’s top 5,000 companies will have reached 13,000 billion dollars, reflecting the importance of international markets.

This expansion offers companies the opportunity to reach a wide audience, optimise their seasonality and diversify their sources of income. This opening presents challenges: language barriers, time zones, etc. cultural expectations and regulatory constraints.

In this article, we explore a strategic lever for successful international marketing: in-app marketing (integrated into the browsing experience of an application). We’ll be focusing on in-app gamification, with tips on how to make your communications interactive and impactful.

SUMMARY

• Digital opportunities for a successful international marketing campaign
  
• Why opt for an international in-app marketing strategy?
  
• Best practices for a successful international marketing strategy
  

The rise of digital marketing has made internationalisation easier. Entering a foreign market used to involve investment, such as taking part in international trade fairs. Or working with sales agents. Thanks to digital tools, brands can interact with foreign audiences, reducing the barriers to entry.

Digital technology offers a number of advantages for international marketing:

• Greater accessibility: Online platforms enable companies to present their products and services worldwide without the need for a physical presence.
  
• Greater profitability: Digital campaigns offer a better return on investment than traditional methods.
  
• An in-depth understanding of its target: analytical tools provide data on consumer behaviour, helping companies to adapt their offerings.
  
• Competitive intelligence made easy: Digital technology makes it possible to observe competitors’ strategies in different markets.
  

Take the example of the French eyewear brand lzipizi, which generates 80% of its sales internationally and is present in 150 countries. This expansion has been supported by a multilingual e-commerce strategy and an online presence. Sézane, a fashion brand, has made the most of digital by combining an e-commerce platform with social networking campaigns.

In the digital age, the mobile has become the point of contact between brands and consumers. Smartphone use has exploded, transforming consumer habits and interaction. According to statistics for 2025, the number of smartphone users worldwide has reached 3.8 billion, representing 48% of the population. Spending on mobile advertising is expected to reach $402 billion in 2025, an increase of 11% on the previous year.

This ‘mobile-first’ trend offers opportunities for companies looking to expand internationally. It creates a bridge between brands and their audience, giving them access to new customers wherever they may be.

A number of companies have capitalised on in-app marketing to conquer new markets. Such is the case with Duolingo. The language-learning application adapts its marketing strategy to each market. In 2025, Duolingo launched a campaign in which its mascot, Duo, was ‘killed’ in every country except Japan, respecting local cultural sensitivities. This approach increased user engagement and brand awareness.

International in-app marketing can take place on an application other than that of the brand communicating. Faced with falling sales in China, P&G (Procter & Gamble) stepped up its presence on Douyin (the Chinese version of TikTok) to promote its Pantene brand. By working with influencers and adapting its marketing strategies to the specific characteristics of the market, P&G has managed to regain market share online.

Sephora: a successful gamified in-app campaign on an international scale

For the festive season, Sephora launched a multi-plays and multi-languages Rattrape-Tout game, accessible in-store and online in 10 countries. The aim of this in-app marketing operation was to engage its international customers in order to generate traffic to the website and boost conversion during the festive season. In this case, the game is a marketing performance lever.

The course: the player has to slide a Christmas tree to catch up with as many decorations as possible. Once they have completed the game, they are invited to share their e-mail address and give their opt-in (subscription to the newsletter and agreement to receive the brand’s campaigns). Once they have completed the form, they will find out if they have won a prize. This last window encourages them to stay on the Sephora application to discover these new products.

Thanks to a high-performance, optimised conversion mechanism (with relevant prizes: Sephora gift cards) and an international roll-out that took into account the specific features of each market (language, game path, value of gift cards), the brand reached a peak of more than 310,000 registrations for the operation, with considerable potential sales thanks to the gift cards distributed.

While in-app marketing offers opportunities for international expansion, it also presents challenges. Companies have to navigate cultural differences, local regulations and consumer expectations. Here, we explore these challenges and share best practices for overcoming them.

1. Study the specific characteristics of each country

Each market has its own cultural codes, consumer habits and communication expectations. Colours, symbols and advertising formats need to be adapted. A study of local trends and competitors helps to adjust the strategy.

2. Define achievable objectives

Launching an international campaign requires rigour and a gradual approach. Rather than trying to cover several markets, we recommand testing an initial region, analysing the results and then adjusting the strategy with a wider roll-out.

3. Gamification

Gamified marketing is a lever for capturing attention and boosting engagement. By integrating game mechanics (challenges, rewards, rankings,etc.), brands can increase the amount of time spent on their applications and help the message to be remembered.

4. Choosing between a multilingual or multi-country campaign

Should you offer a campaign translated into several languages or create campaigns tailored to each country? The answer depends on a number of factors:

• Local legislation: Some countries impose rules on competitions and gamification. A multi-country approach makes it easy to comply.
  
• Time zone: A global campaign requires the management of publication times and times of interaction with users.
  
• Rewards and prizes: Tailoring prizes to local preferences can maximise engagement. An Amazon voucher can be
  relevant in the USA, while VIP access to a local service may work in Asia.
  

Conclusion

By integrating gamification into your in-app journey and adapting your communication to each market, your brand can boost its international marketing. Rely on interactivity and fun to reach audiences and raise awareness of your brand abroad. Adictiz offers you a wide choice of game mechanics to explore, as well as tailored solutions to opitmise the distribution of your campaigns!

The simplicity and instantaneous nature of the scratch card game are deeply rooted in popular culture. Their engaging mechanics offer users immediate gratification, delivering a quick dose of dopamine that captivates and builds loyalty.

In this article, we explore the main uses of scratch cards in a marketing strategy. We begin by detailing the objectives they can achieve. We’ll also offer a comprehensive tutorial on how to easily create your own online scratchcard game, to boost your campaigns and effectively engage prospects and customers.

SUMMARY

• Why launch an online scratch game?
  
• Our tutorial for creating your own online scratch game
  

An online scratch game is a powerful marketing lever that achieves a number of strategic objectives. By combining interactivity and immediacy, it easily captures the audience’s attention and encourages them to spend more time with the brand. Here’s how it can serve the strategic objectives of retailers.

1. Brand awareness and branding – Boosting brand visibility

A digital scratch game is a fun, accessible format that easily attracts users’ attention. It offers an engaging experience that leaves a lasting impression and promotes brand memorability.

According to a recent study, interactive games increase brand recall by 33% compared to traditional advertising formats. In fact, they go beyond passive viewing, making it easier to retain the commercial messages conveyed by the campaign.

Example: For Chandeleur, the Lotus brand invited users to top their pancakes with its spread via an interactive display campaign (or Playable Ads). This fun and original format added a touch of deliciousness to the event.

2. Community engagement – Actively involving your audience

Scratch game encourage interaction and participation, particularly through sharing on social networks. The promise of a reward creates a viral effect that encourages users to invite their friends to play.

Example: After participating in the Lotus brand’s online scratchcard game, users were redirected to the brand’s Instagram account. This operation generated almost 200,000 clicks, boosting engagement with the company.

3. Generate traffic to your sales channels – Attract players to a store (online or physical)

By integrating discount coupons, special offers or loyalty points, the scratch card game can encourage participants to visit a website, a physical store or even download a mobile application.

Example: Sephora used gaming to drive traffic to Nuxe products on the website and app. The campaign aimed to increase sales of Nuxe products on Sephora’s marketplace. The integration of an interstitial highlighted product features.

4. Convert new customers – turn players into buyers

By attracting prospects with a fun mechanic and offering them exclusive deals, brands also facilitate their transition to the act of buying. It’s an excellent way to broaden your customer base while boosting your conversion rate. According to a recent study, competitions have an average conversion rate of 34%.

Example:For the back-to-school season, Kiabi launched a scratch-off competition focused on lead generation and conversion, giving participants the chance to win attractive prizes, including vouchers. Thanks to media coverage via Adictiz Ads, the operation achieved an opt-in rate of 68% and generated over 31K in sales.

5. Building customer loyalty – Rewarding and retaining existing customers

Offering a scratch game to loyal customers is an excellent way of thanking them and encouraging them to return. A well thought-out gamification strategy can extend the customer relationship and strengthen brand loyalty.

The marketing game is an excellent lever for data collection. For example, participants can fill in a form or give an opt-in before accessing the scratch card or finding out about their reward. This data can then be used by the retailer for retargeting with targeted offers throughout the year.

Example: Sephora and Nuxe’s co-branded scratch card game also collected data via the form. Sephora used this format to recruit qualified leads for targeting and retargeting campaigns.

Creating an effective online scratch game requires careful planning and the use of appropriate tools. Here’s a detailed guide to help brands gamify their marketing campaigns.

1. Choose the right mechanics

To design an online scratch card game, it’s essential to select a specialized platform offering appropriate functionalities. Adictiz, for example, is a complete tool for setting up, broadcasting and publicizing your scratchcard competition.

The gamification tool should, for example, offer a dedicated module for easily creating and customizing marketing games, to provide the most immersive experience possible for the brand’s audience.

2. Define your goals

Before embarking on the design of a digital scratch card game, it’s important to clearly identify the objectives of the campaign.

• Increase brand awareness: Attract new users and reinforce brand presence with original mechanics and/or attractive rewards.
  
• Engage your community: Stimulate the interaction and loyalty of existing customers by capitalizing on a marketing highlight, for example. Sharing the game on social networks also boosts its virality.
  
• Generate traffic: Direct participants to your website (Drive-to-Web) or points of sale (Drive-to-Store) by offering incentives for time-limited purchases or specific sales channels.
  
• Collect data: Obtain valuable information about users for future marketing actions. In this case, the retailer will need to integrate an additional step into its game experience by creating a data collection form.
  

3. Customize the online scratchcard game

Personalization is crucial to delivering an immersive experience, reinforcing branding and facilitating the memorization of the advertising message. To achieve this, advertisers can personalize several elements of their campaign:

• Visuals: Integrate images that reflect the brand’s identity. In the Adictiz module, for example, retailers can import specific backgrounds and graphic elements.
• Scratch effects: Choose from different effects (smoke, dust, confetti, images) to make the game more attractive.
• Custom cursor: Replace the standard cursor with an image in keeping with your brand’s universe or the campaign’s commercial theme/highlight.

4. Manage endowments

Rewards are one of the key factors in the success of a gamification marketing campaign. <a href="https://www.adictiz.com/guide-dotation/
“>Reward management must therefore be well planned.

• Types of prizes: Offer a variety of rewards (discounts, free products, exclusive access) to motivate participation.
  
• Distribution: Use instant winners to determine when prizes are awarded. The advertiser must ensure that winners are properly authenticated to avoid fraud.
  
• Results pages: Create separate pages for winners and losers, with messages tailored to each case.
  

5. Launch and promotion of the scratch game campaign

Once the scratchcard is ready, all that’s left to do is distribute it. This last part is crucial, since it will ensure maximum visibility for the campaign and thus determine its success (ROI).

• Distribution channels: Share the game on your social networks, newsletter and website/app to reach a large audience. Media coverage of the game via an ad campaign can also reach a wider audience.
• Sharing incentives: Encourage participants to share the game on their networks by offering additional chances to win or specific rewards.
• Performance analysis: Track participation statistics to assess campaign effectiveness and adjust strategy if necessary.

Conclusion

Engage your audience and boost your sales by creating an online scratch card game. This fun and original experience will strengthen your relationship with prospects and customers, and help you achieve your strategic objectives. Adictiz will work with you every step of the way, from design to distribution, to maximize the impact of your campaign!