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!

Consumers spend time on their mobile devices to interact with brands and make purchases. Last year, almost 50% of sales were generated via mobile devices, a trend that continues to grow.

In this context, a mobile-first strategy is essential to capture attention and win market share. To attract and retain customers, marketing gamification (i.e. the integration of playful and interactive mechanisms) is a powerful lever.

In this article, we’ll share tips and examples for optimizing your mobile strategy and boosting user engagement through fun, interactive experiences.

SUMMARY

• Mobile first: Definition and key issues
  
• The impact of gamification in a mobile-first strategy
  
• Which gamification mechanisms to use in a mobil first strategy
  
• 3 tips for a successful mobile-first campaign focused on gamification
  

“Mobile first” is an approach to web design and development that prioritizes the user experience on mobile devices. This strategy involves designing first for small screens (smartphones, tablets), then adapting content and design to larger screens (computers, televisions, etc.).

Adopting a mobile-first approach is essential for businesses, as the smartphone is the main gateway to the web for users.

For brands with an online presence, the challenges of mobile first are as follows:

Enhanced user experience

A mobile-optimized site offers fluid, fast and intuitive navigation that meets expectations. Users are looking for fast loading times, a clear, easy-to-use interface and content adapted to small screens.

Strengthening natural search engine optimization (SEO)

Search engines, starting with Google, favor mobile-friendly sites in their rankings. In France, 48% of searches are carried out via a smartphone, surpassing the 43% carried out on a computer. A mobile-first development strategy (to optimize loading times or display) increases brand visibility.

Increased conversion rates

A mobile-optimized experience reduces bounce rates and encourages users to make purchases or engage more with the brand.

The rise of mobile first has transformed expectations in terms of digital experience. Against this backdrop, gamification has emerged as a lever for capturing attention, improving navigation and prolonging engagement on a mobile application or site.

1. Improve user experience and navigation

Interactive game experiences make navigation more dynamic and immersive, adapting perfectly to mobile uses. Game mechanics not only make the experience more fluid, they also encourage greater interaction with the brand. Brands should therefore focus on games designed for mobile devices, whose tactile and instantaneous use encourages intuitive handling.

Example: An e-commerce site can integrate a Personality Test at the beginning of the shopping experience (which will be displayed on first connection after downloading the App). This quiz will identify the user’s preferences and guide them through the navigation process according to their needs.

2. Increase time spent on the application

By offering interactive and rewarding experiences, gamification encourages users to stay connected to the application or mobile site. Recurring games, such as daily challenges, encourage users to come back every day, strengthening the relationship between user and brand.

Example: to reduce its bounce rate and encourage users to return regularly, the brand can offer a recurring game (daily or weekly).

Gamification enables brands to meet their strategic objectives: awareness, engagement, conversion, retention, etc. By choosing playful mechanics, brands can move users up the mobile conversion funnel.

1. The digital Advent Calendar to build audience loyalty

One example of integrating gamification into a mobile-first strategy is the interactive Advent Calendar. This is an effective mechanism for engaging users during the month of December. Each day, the user opens a calendar box and discovers a promotion, a gift or a mini-game.

Showroomprivé launched an Advent Calendar on its app to maximize its visibility during this special time. Thanks to the promotion of partners, the operation generated a strong response from users, registering almost 500,000 entries. Engagement was also high, with 1.1 million boxes opened and 10.5 million page views, offering partners excellent visibility.

Note: Adictiz has enhanced the user experience of its Advent Calendar to meet mobile-first challenges. Brands can choose between two different displays: a landscape mode & a customizable portrait mode.

2. Playable Ads: interactive, engaging advertising

Playable Ads are ads integrated into applications or games, allowing the user to take part in a mini-game. These ads offer a playful, immersive experience that grabs the user’s attention, engaging them from the very first seconds. Adapted to small screens, Playable Ads are designed to be intuitive, encouraging fluid interaction.

3. Instants Gagnants on Mobile In-App: real-time rewards

Instant Win is a mechanism by which users can earn rewards after playing a game or completing an action. On mobile, these games are integrated into applications, encouraging interaction. They can be used to reward regular users and offer them benefits such as
(discounts, free shipping, etc.).

For the festive season, Sephora has launched a multi-country, multi-language game campaign (discounts, free shipping, etc.).

The aim: to generate traffic and boost awareness of the gift cards, while guaranteeing an engaging customer experience, via a form located after the game. This activation also acted as a recruitment lever, encouraging participants to download the Sephora app.

4. Story games: gamification on social networks

Story-based games are popular on social platforms like Instagram, Facebook, and Snapchat. Brands use stories to create fun and engaging interactions (in the form of a Poll or Quiz). The interaction takes just a few seconds, keeping the audience in touch without being intrusive.4. Story games: gamification on social networks

5. In-store QR codes: linking the physical and mobile experience

In-store QR codes are a way of gamifying the physical shopping experience while remaining mobile-first. Customers scan a QR code printed on the item label or receipt to unlock games, exclusive offers, or online competitions. This approach boosts the experience by creating a bridge between physical and digital sales channels.

For a successful mobile-first campaign using gamification, it’s crucial to master game formats while optimizing the user experience. Here are three tips to maximize the impact of your mobile games.

1. Deliver a fluid, immersive mobile experience

2. Create a sense of immediate reward and urgency

3. personalize the experience to reinforce engagement

Conclusion

For a successful mobile-first campaign, it’s essential to create a fluid experience, keeping users engaged. Gamification enables you to maximize interaction with your audience and strengthen their loyalty. Discover our fun, mobile-first mechanics and maximize the impact of your mobile marketing channels.