Games: Scratch & Win and Spin the Wheel

Games are high-engagement, instant-gratification experiences that inject excitement into the shopper journey. They leverage the psychology of chance to drive daily app sessions, app downloads, and habitual brand engagement.

Both Scratch & Win and Spin the Wheel operate on the same underlying engine: a configurable prize pool with probability management, stock control, and full Look & Feel customization for brand consistency.

Use Cases

Use Case
→ Show a Scratch & Win to all new users who download the app: 20% probability of winning a free cinema ticket.
→ Daily Spin the Wheel during a promotional period, refreshing the prize pool each day to drive daily opens.
→ Post-purchase scratch card: every receipt over 30 EUR unlocks a game with tiered prizes.
→ Partner activation: Scratch & Win with a FMCG brand's products as prizes, co-funded by the CPG partner.
→ Holiday campaign: 12 Days of Christmas Spin the Wheel with a new prize pool each day.
→ App re-engagement: inactive customers receive a push notification unlocking a one-time Scratch & Win.
→ Category promotion: buy from the wine & spirits section and unlock a scratch card with surprise bonuses.
→ Tier prizes: Gold-tier customers get one daily spin, Silver gets one per week as an exclusive benefit.
→ Event campaign: launch a limited-edition game tied to a sporting event with merchandise prizes.
→ Anniversary game: on the customer's loyalty anniversary, unlock a special Spin the Wheel with premium prizes.

How It Works

1. You create a game (Scratch & Win or Spin the Wheel) with a prize pool — each prize has a type, value, probability weight, and optional stock limit.
2. Customers become eligible to see and play the game through customer conditions, Targeted Delivery assignment, or another configured trigger.
3. When a customer plays, the platform evaluates the prize pool by probability weight and returns the outcome.
4. The prize (points, coupon, or no prize) is awarded instantly and recorded in the customer's history.
5. Per-customer and global limits control how often the game can be viewed or played. Prize stock and probability control how often prizes are won.

Customer Conditions or Targeted Delivery?

There are two common ways to decide who can access a game:

Approach	What it does	When to use it
Customer conditions in the game	The game is available whenever the customer currently matches the configured customer attribute or profile condition.	Use this for always-on eligibility, such as tier, loyalty anniversary, external segment stored as a customer attribute, or another customer-level flag.
Targeted Delivery	A Targeted Delivery send assigns the game to the selected audience at that moment.	Use this for campaign-style delivery, communications, one-off sends, or audiences based on historical purchase/campaign behavior.

The operational difference is important: customer conditions keep the game live for customers who have that attribute. Targeted Delivery creates a send snapshot; if the audience should refresh over time, the delivery must be scheduled or recurrent.

Use Audiences when eligibility depends on historical behavior such as purchases, campaign impacts, coupon redemption, or complex segmentation. If the company has external segments, the recommended path is to ingest them as Customer attributes and use those attributes in the game conditions.

note

Play conditions are not prize conditions

Game conditions decide whether a customer can see or play the game. They do not decide whether the customer wins the reward. Winning is determined by the configured prize pool, probability weights, and prize stock.

Configuration

Go to Gamified Campaigns → Games in the Owner App.

Documentation

Page	Topics
Create a Game	Step-by-step guide: prize pool, probabilities, limits
Scratch & Win	Prize types, probability weights, and stock limits
Spin the Wheel	Segment configuration, weights, and limits
Look & Feel	Branding, artwork, animations, and copy customization