A short guide to choosing the best placement for your scratcher campaign.
When launching an interactive experience, where your game lives is just as important as the game itself. The placement directly affects visibility, traffic, conversions, and the overall flow of your campaign.
At Scratcher, we support several publishing options — iFrames, subdomains, dedicated landing pages, and pop-ups — each suited to different goals. This guide breaks down the strengths of every option and helps you choose the best fit for your marketing strategy.
1. iFrame Embed
Best for: Seamless on-site engagement & high-traffic pages
Embedding your Scratcher experience in an iFrame allows you to place the game directly inside an existing webpage — product pages, blog articles, campaign hubs, or your homepage.
This is ideal when your strategy focuses on:
- Keeping traffic on your own website
- Enhancing an existing page with interactive content
- Supporting ongoing SEO efforts
- Creating a native, seamless experience
iFrames work especially well for engagement-based activations: quizzes, instant wins, challenges, and evergreen gamification.
Why choose it? If your visitors already come to your website and you want to increase conversion or interaction without interrupting their journey, an iFrame is your best friend.
2. Subdomain Hosting
Best for: Clean URLs, standalone campaigns & paid traffic
- Hosting your game on a custom subdomain — like play.yourbrand.com — gives your campaign its own space while still reflecting your brand identity.
This option is perfect when your strategy includes:
- Paid ads (Google, Meta, TikTok)
- Social campaigns
- Influencer traffic
- Seasonal or time-limited activations
- A/B testing multiple landing experiences
- Zero dependency on your main CMS team
A subdomain also loads fast and isolates your campaign analytics for better measurement.
Why choose it? If you want a branded, stand-alone environment optimized for performance and easy sharing, choose a subdomain.
3. Dedicated Landing Page
Best for: Rapid deployment & marketers who want full control
Scratcher’s built-in landing page option lets you publish a campaign quickly without touching code or relying on developers.
This is ideal when:
- You need to launch fast
- You’re running a campaign that doesn’t require your website team
- You want full control over layout, messaging, and visuals
- Your goal is simple: drive traffic → play → convert
Why choose it? Perfect when speed matters and you want a professional, ready-to-go campaign page in minutes.
4. Pop-Up Experience
Best for: Conversions, list-building & traffic already on your site
Pop-ups are powerful when your goal is to capture leads or boost engagement at key moments.
Use them to attract attention without sending visitors to a new page.
Great for:
- Exit-intent incentives
- Seasonal offers (Black Friday, Christmas, summer sales)
- Loyalty program pushes
- Cart recovery triggers
- Special-play invitations for VIP customers
- You can trigger pop-ups based on behavior — scroll depth, time on page, exit intent, or button clicks.
Why choose it? If your strategy relies on converting existing website traffic and driving quick participation, pop-ups deliver.
So… which one should you choose?
Here’s a quick cheat sheet you can use:
| Your Strategy | Best Option |
|---|---|
| Increase conversions from existing website traffic | Pop-up |
| Enhance an existing key page | iFrame |
| Run paid ads and social campaigns | Subdomain |
| Launch fast without developers | Landing page |
| Create a fully branded standalone experience | Subdomain |
| Support evergreen on-site gamification | iFrame |
Most brands actually combine options — for example:
- Subdomain for ads
- iFrame on a campaign hub
- Pop-up for retargeting website visitors
This multi-placement approach ensures maximum reach and conversion throughout the customer journey.
Want to set it up? Here are the guides that walk you through the technical steps:
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