Implementing scratch card gamification for a large European sport supplements brand to drive engagement and online sales

Project title

Implementing scratch card gamification for a large European sport supplements brand to drive engagement and online sales

Project overview

Sales Snap partnered with Maximalium, a leading sports supplement brand in Serbia, to implement a gamified lead generation campaign using a digital scratch card game. The primary goal was to grow the client’s contact database, enrich existing user profiles, and ultimately drive online sales through a low-cost, high-engagement marketing activation.

The campaign ran for three weeks and invited users to participate in an interactive scratch card game, where they could win prizes in exchange for providing basic personal information such as email, phone number, gender, and age. Participants also had to give consent to receive promotional communication, ensuring compliance and future remarketing opportunities.

With a modest budget of €300 and a clear strategic focus, the campaign demonstrated the power of gamification in attracting new leads and driving measurable sales outcomes. It leveraged Mautic’s automation features to manage user data, trigger email sequences, and monitor engagement. The outcome was a cost-effective and impactful campaign, delivering a strong return on investment and setting the stage for further personalization in future marketing efforts.

Background and context

Maximalium is a sport-focused dietary supplements brand established in 2017, with production and operations based in the Europe. Today, it stands as one of the leading brands of sports supplementation in Serbia, known for its commitment to quality and innovation.

Their target audience consists of health-conscious individuals, athletes, and fitness enthusiasts looking for high-quality nutritional products to support their lifestyle. Over the years, Maximalium has explored various marketing tactics—from recipe-based lead magnets and promotional discounts to campaigns like "Do leta – RAKETA!", which offered participants supplements, gym memberships, and personal training.

Faced with the challenge of continually engaging this dynamic audience and collecting qualified leads, Maximalium partnered with Sales Snap to develop an innovative gamification strategy. Gamified experiences, such as scratch card games, align well with their audience’s affinity for reward-based and interactive content. The primary goal was to grow their database with fresh, detailed contacts and drive meaningful conversions.

Implementation

Sales Snap developed a scratch card game campaign designed to collect detailed lead information and incentivize engagement through rewards. The campaign lasted three weeks and required users to submit their email, phone number, gender, age group, and marketing consent to participate.

The backend of the campaign was powered by Mautic, which was used to:

• Manage form submissions and contact segmentation

• Send personalized automated emails to participants

• Track open and conversion rates

• Enrich existing contact profiles with new data

• Facilitate remarketing via email sequences

The game itself was hosted online, and the user experience was mobile-optimized to encourage participation across devices. Prize fulfillment was streamlined with Mautic-triggered confirmations, allowing participants to instantly receive their winning messages and offers.

Innovative elements included real-time personalization based on user inputs and smart segmentation for follow-up campaigns. The setup allowed for future reusability and scaling with minimal overhead.

Impact and results

The scratch card campaign exceeded expectations across multiple KPIs:

• New leads generated: 3,232

• Conversion rate: 6%

• Email open rate: 80%

• Completed sales: 167

• Budget: €300

• Product price: €10

• ROI: 456.67%

Lessons learned

One of the main challenges was ensuring data compliance while keeping the game experience frictionless. By designing a user-friendly opt-in process, we balanced legal requirements with usability.

Another lesson was the power of simplicity—keeping the game format straightforward led to high participation rates and minimized drop-offs. We also discovered the importance of immediate gratification; users responded well to instant win feedback, which contributed to the strong engagement and conversion rates.

Lastly, we found that aligning campaign tone and rewards with the brand’s fitness-oriented audience made a significant impact on overall success.

Future plans

Following the success of the scratch card campaign, the next step is to introduce hyper-targeted automation workflows using the collected demographic data. This includes:

• Personalized product recommendations via email

• Gender- and age-specific content journeys

• Re-engagement sequences for users who didn’t convert

We’re also exploring other gamification formats and considering seasonal or product-specific adaptations of the scratch game model. The long-term vision is to integrate behavioral triggers and more advanced segmentation to increase LTV (lifetime value) of customers.

Community contributions

We have not made any changes or contributions to Mautic at this time.

Supporting materials

https://docs.google.com/document/d/1g0yGYWYF3Vuv9VY4eYJ61S7p1fFPuqyS3wuPKXa8Gws/edit?tab=t.0

https://docs.google.com/document/d/1KP89ocVFRFHqS3QeIkJ2r8Np-u4WIxnZwJuaCznJLsc/edit?tab=t.0

Inclusion as a Case Study

Yes, we are happy for this to be included as a case study on the mautic.org website and in the Pitch Deck.

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