The best gamification marketing examples share one clear goal, a format that fits it, a prize people want and promotion in owned channels. Fleggaard got 21,000 newsletter sign-ups with spin the wheel, Burger King sampled its new Whopper with a mystery box, and Toyota Denmark's Christmas calendar brought participants back on 18 of the 24 days on average.
Looking for gamification marketing examples you can actually learn from? Below are 30 real campaigns from brands, retailers, charities, sports clubs and B2B companies that used Scratcher. Each one comes with the numbers from the published customer story and a short note on what made it work.
All results are taken from our customer stories, so you can click through and read the full case.
What Makes a Gamified Campaign Work
Before the list, here is what the best campaigns have in common. You will see these ideas again and again below:
- One clear goal. Sign-ups, data, sales or attention, not all four at once.
- A format that fits the goal. Luck games for fast sign-ups, quizzes for data and learning, calendars for daily visits.
- A prize people want. Not necessarily expensive, but relevant.
- Promotion in owned channels. Pop-ups, newsletters, social posts and QR codes do most of the work.
Retail and E-commerce Examples
1. Fleggaard: Spin the Wheel for 21,000 Subscribers
The cross-border retailer offered gift cards on a spin the wheel. 34,000 unique participants played, and 21,000 signed up for the newsletter. What worked: front-page placement, a pop-up, banners and posts on Facebook and Instagram. Read the story.
2. Dansk Outlet: A Last-Minute Easter Scratch Card
Decided late, live in under a week. 16,000 unique visitors led to 13,000 sign-ups, an 81% conversion rate, from a webshop pop-up and one organic Facebook post. What worked: a ready-made template and simple prizes. Read the story.
3. Lampeguru: A Black Friday Wheel of Fortune
The lighting webshop offered gift cards as main prizes and discount codes as consolation prizes. The campaign reached a 56% conversion rate and 4,582 unique leads. What worked: consolation codes that brought people back to buy. Read the story.
4. POWER: Black Friday at Scale
POWER's wheel of fortune had 300,000 game plays from 136,000 unique participants, 60,000 new email permissions and 45,697 new loyalty club members. What worked: promotion everywhere, including pop-ups that reached 1.4 million viewers. Read the story.
5. BOBO: The Lowest Cost per Lead Ever
The online furniture store ran a wheel of fortune with a gift card main prize and 1,000 small gift cards as consolation prizes. 6,845 participants, and a cost per lead of €0.18. What worked: many small prizes that made winning feel likely. Read the story.
6. Watery: A Landing Page Instead of Just a Pop-up
For its 5th anniversary, the swimming equipment retailer gave its wheel of fortune its own landing page. 17,500 clicks, 7,200 sign-ups and a 41% conversion rate. What worked: a dedicated page; the team says it got 21% more subscribers that way. Read the story.
7. Davidsen: A 75th Anniversary Wheel
The Danish hardware chain ran spin the wheel online and in stores. Almost 12,000 unique visitors, a 42% conversion rate and around 5,400 new email subscribers. What worked: an anniversary is a natural reason to celebrate with customers. Read the story.
8. Rito.dk: A Christmas Slot Machine with Daily Consolation Prizes
The yarn webshop gave out main prizes plus a new consolation prize every day. Two out of three participants were new permissions, and players came back 5.6 times on average. What worked: a reason to return every day. Read the story.
9. Whiteaway: An Advent Calendar That Kept Subscribers
One door opened each Sunday in December with a wheel of fortune behind it. Six months later, 82% of new subscribers were still on the list, and participants had a 20% higher average order value. What worked: fewer, bigger moments. Read the story.
10. Deichmann: QR Codes from Store to Screen
Posters with QR codes in stores lead to "Spin and Win" games online. The first campaigns gave a 60% increase in leads, and the latest Christmas campaign had a 51% conversion rate. What worked: connecting in-store traffic with online sign-ups. Read the story.
11. Jacobsen Møbler: An Anniversary That Grew the Club
The furniture retailer's birthday campaign had 14,702 unique participants, a 45% conversion rate and 4,000 new loyalty club members, with a recognisable furniture piece as the prize. What worked: a prize that fits the brand. Read the story.
12. EYDA: A True-or-False Brand Quiz
The activewear brand launched a summer collection with a quiz. 12,000 leads over three months at €0.30 per lead, 35% cheaper than its usual ads. What worked: ads that sent people straight to the quiz. Read the story.
13. Yuaia Haircare: Games Plus a Personality Test
Spin the wheel and scratch cards brought in leads, and a hair personality test gave each person a routine. Lead price dropped by around 50%. What worked: using answers to personalise emails. Read the story.
FMCG and Food Examples
14. Burger King: Sampling with a Mystery Box
For the new Whopper, Burger King ran a mystery box game. 140,000+ unique participants, a 45.5% redemption rate for free Whopper coupons and 9% more Whopper orders. What worked: a prize that gets people into the restaurant. Read the story.
15. Wolt: A Winter Mystery Box
Wolt's two-month campaign reached 200,000+ participants, lifted marketing permissions by 150% and Wolt Plus subscriptions by 16%. What worked: game elements made offers like free delivery more exciting. Read the story.
16. Rascals Brewing: A Branded Wheel of Fortune
Cases of beer and discount codes on the wheel. Newsletter subscribers grew 275% a month, order volume 35% and ROI reached 259%. What worked: instant prizes that lead to the webshop. Read the story.
17. nemlig.com: Sampling Plus a Survey
Denmark's largest online supermarket combined product sampling with a five-question survey. It expected a 5–10% response rate and got above 35%. What worked: short surveys at the right moment. Read the story.
NGO and Fundraising Examples
18. WWF Denmark: "What Is Your Spirit Animal?"
A personality test matched people with an animal. Over six months: 10,557 participants and an average engagement time of 2 minutes and 33 seconds. What worked: curiosity first, conversion later. Read the story.
19. WWF Denmark: A Christmas Calendar Tradition
The 2024 calendar had 12,403 participants and an 85.61% interaction conversion rate. The newsletter drove more than 8,000 participants. What worked: activating existing supporters every day in December. Read the story.
20. MS-forbundet: Quizzes That Warm Up Cold Audiences
Quizzes promoted with Meta video ads more than doubled the base of people who agreed to be contacted. Telemarketing converted 9% and won 105 new recurring donors. What worked: educating before asking. Read the story.
21. AIDS-Fondet: An Inheritance Quiz
A quiz about inheritance reached almost 3,000 participants with a 60% conversion rate, and downloads of its testament guide passed the yearly goal in four months. What worked: turning a hard topic into a few easy questions. Read the story.
Sports, Leisure and Events Examples
22. Aalborg HÃ¥ndbold: A Matchday Quiz
At an Easter match, fans played a quiz on the arena's big screens to win a giant Easter egg. 1,000 unique participants out of 5,000 fans in the arena. What worked: giving people something to do while they wait. Read the story.
23. Ree Park Safari: A QR Easter Egg Hunt
QR codes around the park led to a map, quizzes and prizes. The park engaged around 30% of all visitors, with an average engagement time of 3 minutes 39 seconds. What worked: blending learning and play on site. Read the story.
24. BonBon-Land: Scratch Cards That Sell Tickets
In one month: 49,027 unique visitors, 13,746 participants and a 28% conversion rate. Non-winners got a promo code for tickets, and about 9% used it. What worked: consolation prizes as a sales driver. Read the story.
25. Nova Vista: From a Physical Wheel to a Digital One
The Norwegian agency swapped a physical prize wheel for a digital one in retail activations. About 11,000 participants and an 89% conversion rate, against a target of 50%. What worked: no queue at the wheel. Read the story.
B2B, Automotive and Utilities Examples
26. Toyota Denmark: A Christmas Calendar
450,375 doors opened by 25,241 unique participants, who came back on 18 of the 24 days on average. What worked: a daily reason to visit. Read the story.
27. Continental: A Dealer Quiz Calendar
A Christmas calendar with a daily quiz for Danish dealers. 4,949 unique participants, a 93% conversion rate and 130% more B2B newsletter subscribers. What worked: questions that were useful for the audience. Read the story.
28. Andel Energi: An Easter Egg Hunt
Hidden eggs each unlocked a mystery box game. 55,000 participants, nearly half new users, and 82% confirming their contact details after sign-up. What worked: making a big data ask feel like play. Read the story.
29. EWII: Three Questions for a KitchenAid
Sign up and answer three quick questions for a chance to win a stand mixer. 36,518 impressions and a 40.67% participant conversion rate. What worked: an attractive prize and almost no friction. Read the story.
30. Zapp: A Charging Box Quiz
A quiz helped EV buyers choose the right charger. 834 leads in two months at €1.50 each, and 10% of participants went on to buy. What worked: answering a real buying question. Read the story.
Patterns Across These Gamification Marketing Examples
Look at the 30 examples together, and a few patterns stand out:
- Seasons and occasions do the heavy lifting. Christmas, Easter, Black Friday and anniversaries give people a reason to take part right now.
- Consolation prizes pay off. Lampeguru, BOBO, Rito and BonBon-Land all used small prizes for non-winners to drive sales.
- Owned channels beat big ad budgets. Dansk Outlet used a pop-up and one organic post. WWF's newsletter drove nearly two-thirds of its calendar participation.
- Quizzes win when the topic is complex. Energy, cars, inheritance and EV chargers are hard to explain in an ad and easy to explain in five questions.
- Repeat visits build relationships. Calendars and daily prizes turn one visit into a habit.
How to Copy the Mechanics, Format by Format
Want to try one of these ideas yourself? Here is where to start:
- Fast sign-ups: spin the wheel, scratch card or mystery box.
- Data and personalisation: personality test, quiz or product finder.
- Daily visits in December: Christmas calendar or advent calendar.
- In-store and events: any format with a QR code.
Browse all 40+ formats, see more real campaigns on our examples page, and pick the template that matches your goal.
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