Scratch & Win
Scratch & Win is a gamified campaign mechanic that lets customers reveal a prize by digitally scratching a card. You define a prize pool with probability weights, and each play is evaluated instantly — customers find out whether they've won and what they've earned at the moment of interaction.
Scratch & Win is flexible by design: you can open it to all loyalty members or restrict it to a targeted audience, control how often customers can play, and combine multiple prize types within a single game.
Use Cases
| Use Case |
|---|
| → Show a Scratch & Win to all new users who download the app: 20% probability of winning a free cinema ticket. |
| → 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. |
| → 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. |
How It Works
- You define a Scratch & Win campaign with a prize pool and probability weights.
- Customers receive access to a play through customer conditions, Targeted Delivery, purchase/event triggers, or challenge completion.
- The customer reveals their card — the platform evaluates the probability and returns the outcome.
- Prizes (coupons, discounts, or points) are awarded instantly.
Configuration
Go to Gamified Campaigns → Games → New Game in the Owner App.
Eligibility and Winning
Scratch & Win separates who can play from who wins:
| Concept | Purpose |
|---|---|
| Customer conditions | Keep the game available for Customers who currently match an attribute or profile condition. Use this for tier, lifecycle status, loyalty anniversary, or external segments stored as Customer attributes. |
| Targeted Delivery | Assign the game to an Audience as part of a delivery. This is useful for one-off campaigns or scheduled sends; if the Audience should refresh, the delivery must be recurrent. |
| Audience / segment filters | Purchase history, campaign behavior, coupon redemption, or complex segmentation. Build the Audience from historical behavior and use it in the delivery or eligibility setup. |
| Play limits | Limit how often the Customer can earn a new play. These limits do not decide whether the Customer wins. |
| Prize pool | Decides the actual result of the play using win chance, prize type, and stock limits. |
If a company has external segments, ingest them as Customer attributes whenever possible and use those attributes in the game's customer conditions.
1. Description
| Field | Description |
|---|---|
| Name | Internal game name (required) |
| Status | Active or Inactive |
| Description | Optional internal description |
| Availability | Date and time range during which the game is active. Plays can only be earned within this window (required) |
| Display priority | Controls the order in which this game appears when multiple games are available to the same customer. Lower numbers display first (required) |
| Victory Message | Message shown to the customer when they win a prize |
| Defeat Message | Message shown to the customer when they do not win |
| Image | Campaign artwork displayed with the scratch card |
2. Select Customers
Controls who can access the game:
| Option | Description |
|---|---|
| Loyalty members | Makes the game available to all loyalty members, with optional filtering by customer profile attributes |
| Targeted | Restricts the game to customers who have been reached via a Targeted Delivery campaign. The game is not visible or playable until it has been sent to an audience through a delivery |
3. Conditions to Play
Define the conditions a customer must meet to be eligible to play. Conditions are grouped using AND/OR logic:
- AND: all conditions in the group must be met.
- OR: at least one condition in the group must be met.
Available condition types include customer attributes, calculated attributes, registration date, and customer ID. Leave empty to allow all eligible customers to play without additional conditions.
4. Definition
Select the game mechanic. For this game type, select Scratch & Win — the customer reveals their prize by digitally scratching a card.
5. Promotions (Prize Pool)
Define the prize pool. Each row represents one possible outcome when a customer plays. Click Add promotion to add a new entry, and the trash icon to remove one.
The platform validates that the sum of all probabilities equals 100%.
Prize Types
| Type | Description |
|---|---|
| Coupons or Discounts | Award a coupon or discount promotion to the customer |
| Points | Award a points promotion to the customer's balance |
| No Prize | No prize is awarded. Use this entry to set the probability of not winning |
Prize Entry Fields
| Field | Description |
|---|---|
| Promotion | Select the specific promotion to award. Not applicable for No Prize entries |
| Short name | Display name shown to the customer for this prize (e.g., "10% off", "100 points") |
| Probability (%) | Probability (0–100) that a play results in this prize. All entries must sum to 100% |
| Max limit | Maximum number of times this prize can be awarded across all plays. Leave empty for unlimited |
| End of stock management | Behavior when this prize's stock is exhausted |
| Colors | Color customization for how this prize is displayed on the scratch card |
6. Limits
Define how many times customers can earn a new play, either globally or per customer.
| Field | Description |
|---|---|
| Chances to accrue | How often a play can be earned in total across all customers (e.g., always, or limited to a time period) |
| Chances to accrue per client | How often an individual customer can earn a new play (e.g., always, once per day, once per week) |