How to Do SMS Marketing with Gamification: A More Engaging Approach

Let’s face it: a plain SMS with a discount code isn’t going to blow anyone away in 2025. Customers expect more—more relevance, more fun, and more reasons to engage. That’s where gamification steps in.

Step 1: Grow Your SMS List (Without Feeling Pushy)

People aren’t just going to hand over their phone number because you asked nicely. You need to earn it. Instead of a boring form, try a “Spin the Wheel” or “Scratchcard” campaign where the prize is a discount, a freebie, or early access. To play, users enter their phone number. Simple. Now you’re building your SMS list while also giving users a reason to engage.

Example: A beauty brand launched a scratchcard campaign where users could win 10%, 20%, or even 50% off their next order. To reveal their prize, they had to input their name and phone number. The result? Thousands of new SMS subscribers in just a few days.

Bonus: This isn’t just about numbers. When users sign up, you can also ask about their preferences—like favorite product categories or preferred communication channels. That’s first-party data gold.

Step 2: Turn SMS Into a Smart Marketing Channel

Collecting phone numbers is only half the battle. To really make SMS marketing work, you need smart integrations.

That means connecting your gamified campaigns to your CDP or CRM. With Scratcher integrated with MarketingPlatform, for example, you can create user segments based on how people interact with your games:

• Send leads directly from gamification campaigns into your marketing database
• Trigger automated flows based on user actions (e.g., play, win, discontinued participation)
• Segment users based on preferences, interests, or quiz results
• Send personalized messages immediately after participation
• Nurture leads with targeted campaigns based on the results from gamification

Example: Say someone plays a “Vote” game to pick their favorite summer drink flavor. Based on their choice, you can automatically send a follow-up SMS like:

“Your top pick is back in stock — grab it before it’s gone! 🍻”

You can also trigger:

• Welcome messages
• Restock alerts
• Personalized product recs
• Loyalty reminders

All sent automatically, based on game behavior.

Step 3: Scale SMS Without Losing the Personal Touch

SMS is already powerful thanks to its 98% open rate. But when it comes to scaling, many brands worry about losing the personal connection that makes it so effective in the first place.

Good news: if you’re using gamification to capture quality data, your SMS campaigns stay relevant even as your list grows. You’re not just blasting messages into the void—you’re sending targeted content that feels personal.

Tip: Use seasonal games like Advent Calendars or summer-themed Spin & Win to refresh your list regularly and re-engage dormant subscribers.

Don’t Forget: Stay Compliant

Yes, SMS marketing is powerful. But with great power comes… privacy laws.

Always be transparent about why you’re collecting data and how it will be used. Scratcher’s consent forms make this easy, helping you stay GDPR-compliant without disrupting the experience.

Include:

• Clear opt-in messaging
• A visible unsubscribe link in every SMS

Trust builds loyalty.

Final Thoughts

SMS marketing works. But when you combine it with gamification, it becomes a two-way conversation—not just a broadcast.

Start with a game. Collect data. Send smarter messages. That’s the play.

Ready to upgrade your SMS strategy? Start with a Scratchcard campaign and see the difference.