How a puzzle game campaign works
A puzzle game starts with one picture. Scratcher cuts it into pieces and mixes them up. Players swap the pieces around until they are in the right places and the full picture appears. When it does, the game is solved, and players see the result.
In a campaign, people normally sign up before they play. They give their name and email, and perhaps a newsletter permission. Then they solve the puzzle. When they finish, they can win a prize right away, get a discount code or be entered into a draw. You choose what happens.
You also choose how hard it is. A puzzle with few pieces is quick and works well on a phone. More pieces, a timer or a limit on the number of moves make it harder. The picture, the colours and the texts all match your brand.
When to use a puzzle game
The puzzle game keeps people busy for a little while, and they look closely at your picture the whole time. It is a good choice when you want to:
- Launch a product: let people put the new product together piece by piece.
- Build excitement: hide a poster, a new collection or a surprise guest in the puzzle.
- Collect leads with a big prize: Harald Nyborg gave away a tool kit with a puzzle game and reached 200,000 unique visitors. Read about it in Top 5 interactive lead generation campaigns.
- Add variety to a calendar: a puzzle behind one door of a Christmas calendar gives people a break from the luck games.
Retail, DIY, travel, food and drink, entertainment and events can all use it well.
5 ideas for your puzzle game
- Unlock the discount: solve the puzzle to reveal a unique discount code for the seasonal sale.
- Find the new product: the finished picture shows your launch. Give out free samples to the winners.
- Dream destination: a travel brand hides a beach or a city in the puzzle and gives away a trip in a draw.
- Movie or line-up reveal: fans solve the puzzle to see a poster or the next artist before anyone else.
- Christmas present: a wrapped gift in red and gold, with a prize for everyone who finishes.
Tips for a puzzle game that converts
Tip #1: Pick a picture that is easy to recognise
A puzzle is only fun if people can tell where the pieces go.
- Use a picture with clear shapes and strong colours.
- Avoid large areas of the same colour, like a white sky.
- Put the picture on the start page or in your newsletter first, so people already know what they are building.
Tip #2: Match the number of pieces to the screen
On a phone, fewer pieces work best. A 3 × 3 puzzle is quick and still satisfying. If most of your players use a computer, you can make it bigger. Not sure? Start small. It is better that everybody finishes and feels clever than that half of your players give up and never see the full picture or the prize.
Tip #3: Make the reveal part of the story
The moment the picture is complete is the best part of the game. Use it. Show the full image with a short text, a link to the product or a clear message about the prize.
Tip #4: Ask for sign-ups before the game
People are most curious before they start. Put a short form first, and only ask for what you need. Read more about lead generation with games.
Tip #5: Use prizes that fit the effort
A puzzle takes a little more work than a scratch card, so make the reward worth it. A small prize for everyone who solves it, plus a bigger prize in a draw, works well. Scratcher can handle the prizes for you.
Tip #6: Share it where people have time
A puzzle is perfect for newsletters, social media and evenings on the sofa. Send it to your list, post it on social media, and show it as a pop-up on your website.
Like puzzles? Try the memory game for another calm challenge, or guess the word if your audience loves words.
