How a leaderboard campaign works
A leaderboard campaign is a competition built on a skill game. People sign up, play the game and get a score. The leaderboard shows the best scores, so players can see where they rank and how far they are from the top.
The score is what makes it work. In a drop game, players catch falling items before the time runs out. In a memory game, they find the pairs as fast as they can. In hit the target, they aim for the bullseye. The better they play, the higher they climb — and most people want one more try.
When the competition ends, you see who is at the top and give them the prizes you have chosen. That's different from a luck game like a scratch card, where anybody can win on the first try. Both have their place: luck games are quick and get many sign-ups, while a leaderboard keeps people playing for longer.
When to use a leaderboard
A leaderboard is a great choice when you want people to spend time with your brand, not just a few seconds. Competition is a strong motivator, and a list of top scores makes your campaign something people talk about. Use it when you want to:
- Get more plays per person and more time with your brand.
- Create buzz on social media, where people share scores and challenge friends.
- Liven up an event or a trade show stand.
- Engage fans of a sports club or a game-loving audience.
- Reach a younger audience that loves a challenge.
Leaderboards are popular with sports clubs, events, festivals, drinks and snack brands, gaming and entertainment, and retail brands that want a fun campaign for the summer or the holidays. At a stadium or a festival, showing the top scores on a big screen and giving the winners a shout-out adds even more excitement — read more in our article on gamification for sporting events. For summer ideas with a timer and a leaderboard, see what's hot in gamification this summer.
5 ideas for your leaderboard
- The summer challenge: a drop game where players catch ice creams and sunglasses, with a weekly prize for the top score.
- Half-time game: a quick skill game during a match, with prizes for the best fans.
- The trade show stand: a game on a tablet or big screen at your stand, with a prize for the best score of the day.
- Brand memory: a memory game with your products on the cards, so players learn your range while they play.
- Team battle: ask colleagues, schools or clubs to compete and see who ends up on top.
Tips for a leaderboard that converts
Tip #1: Choose a game that's easy to learn
People should understand the game in seconds. The challenge should be in getting a high score — not in understanding the rules.
- Short games of under a minute work well.
- Use your own products and pictures in the game.
Tip #2: Make the prizes clear
Tell people up front what the top players win and when the competition ends.
- Show the prizes on the start page.
- Think about a small prize for everyone who plays, so nobody leaves empty-handed.
- Read more about prizes.
Tip #3: Keep it fair
A competition only works if people trust it.
- Write clear rules and terms.
- Decide how long the competition runs.
- Ask for the details you need to contact the winners.
Tip #4: Give people a reason to come back
A leaderboard works best when people return to beat their score.
- Send players a reminder email before the competition ends, from Scratcher (Email module) or your own email tool.
- Share the current top scores on social media.
- Run a new round each week to give new players a chance.
Tip #5: Collect sign-ups the right way
Ask for an email and newsletter permission before people play. Keep the form short, and send the sign-ups straight to your email tool with our integrations. Read more about how games help with lead generation.
A leaderboard turns a simple game into a competition people care about. Start with one skill game, add great prizes and see how high your players can go.
