How to promote
scratch-off games.

How to Promote Scratch-Off Games

Games drive engagement, capture leads, and deliver measurable ROI—all while collecting valuable player data.

By Dennis Romano

1. Channels & Tactics for Promotion

A. Digital Links & Hyperlinks

• Use your unique game URL or hyperlink in:
    • Email newsletters
    • Social media posts/ads
    • Website banners and blog posts

• Link images and buttons directly to the scratch-off game.

• Use mockups (e.g., a screenshot on a phone) to make the game look clickable and enticing.

• Use URL parameters to pass user data (e.g., name, coupon code) so players skip extra forms.

B. QR Codes & Print Media

• Print QR codes on:
    • In-store signage, posters, flyers, hang tags
    • Employee lanyards
    • Out-of-home ads or displays

• Place QR codes on digital surfaces too (e.g., computer monitors, TV screens)

• Customers scan QR codes to access your game directly.

C. SMS & Email Blasts

• SMS/Text-to-play: takes advantage of very high open rates (~98%)

• Email: include direct links or clickable images of your game

• Use URL parameters to ensure the game opens without requiring an opt-in form.

• Send follow-ups, reminders, and retargeting messages to boost engagement.

D. Push Notifications

• Use push notifications to:
    • Promote new game launches
    • Announce winners or prize updates
    • Retarget users who didn’t play

• Timing and personalization are key.

E. Integration with Marketing Campaigns

• Combine your scratch-off game with:
    • Sweepstakes or contests
    • Social media challenges or giveaways
    • Kiosk or point-of-sale activations
    • Multi-channel campaigns (online + offline)

• Use your game to bridge between physical and digital experiences

F. Prize Structure & Perceived Value

• Avoid “loser” outcomes — make “everyone a winner”

• Use low-cost, high-perceived value digital prizes (e.g., wallpapers, e-books, coupons)

• Tie prizes to your brand: e.g., branded content, discounts, or free trials.

2. List Building & Lead Capture

• Use an opt-in form at the start of your game to capture names, email addresses, and phone numbers.

• Use “Offer Specific URLs” for email/SMS campaigns so that each user gets a unique prize-link

• Segment your audience for personalized follow-ups.

• You can use a prize-winning incentive to encourage people to join your email or SMS list.

3. Use-Cases by Audience

For Customers / Shoppers / Fans / Fundraisers

• Encourage participation via in-store displays, QR codes, or SMS.

• Offer incentives like:
    • Referral rewards
    • Signup bonuses
    • Loyalty rewards
    • Activation or renewal discounts

• After making a donation or purchase, trigger a scratch-off link.

• Use scratch-off mechanics in fundraisers (e.g., “win a prize or discount”)

For Employees / Internal Use

• Use scratch-off games as rewards for performance, attendance, or participation.

• Tie games to safety initiatives, wellness programs, or team achievements.

• Use as random “surprise and delight” incentives.

• Communicate via internal channels: email, intranet, team apps, meetings

For Trade Shows, Retail, & Industry Events

• Run scratch-off games at your booth or signage.

• Use QR codes or on-site tablets to drive engagement.

• Promote your offer in conjunction with event messaging.

4. Best Practices & Tips

• Make the entry process frictionless (minimal steps, pre-filled data via URL parameters)

• Use visually appealing mockups and calls to action.

• Remind users via SMS/push/email to come back and play.

• Use strict probability logic to ensure odds remain predictable and manageable.

• Make sure the prize structure supports many winners (even small ones)

• Test different prize types (such as coupons, downloads, and discounts) to determine which one resonates most with your audience.

Key Factors

Scratch-off campaigns succeed when they combine clear prize structures, seamless user experience, and the right psychological triggers.

• For Retail, focus on urgency and immediate value.
• For Tradeshows, lean into curiosity and lead capture.
• For Employees, emphasize recognition and motivation.