Prizes are a great way to incentivize customers to play your game and lower the barrier to participation. In some cases, they can also be an effective driver of post-game action - for example, driving footfall into physical stores and restaurants (to pick up prizes in person), or boosting sales (eg. with discount codes).
When planning your campaign, prioritize the game experience over the prize itself.
💡 Based on a YouGov study we conducted, players care less about the size or value of a prize and more about the feeling of winning.
As a rule of thumb, your prizes should match your brand, or at least strongly appeal to your target audience. This helps ensure you attract the most relevant participants into your campaign and get the best ROI.
When planning your prizes, decide:
Can players win immediately (instant win)?
Do players enter a prize draw (winner pool)?
Is there one main prize(/s), or will you give out many prizes?
Choosing a Prize Logic fit for your goal
The prize logic in Playable works in two ways:
Instant Win
A participant wins a prize immediately while playing the game.
Winner Pool
A participant is entered into a prize draw.
It is possible to combine both logics in one game.
If you are using instant wins, remember to consider the player experience for all participants - including those who don’t win an instant prize. Ideally, they should still have a positive experience.
One good option is to add a prize draw for a main prize that includes all participants. This way, even players who don’t win instantly still have a chance to win, instead of being met with a simple “you did not win” statement, which does little to support a positive brand image.
Drawing your winners
💡 Forget browsing through your excel sheets to find a random winner - you can draw your winners in Playable with just a couple of clicks
💡 You can set your campaign to draw your winners automatically, whether you have instant-win or prize draw
💡 You can decide whether you want to automate a winner email to your winners from Playable or if you prefer to contact them from your own channels
Prize strategy tips by Campaign Goal
Awareness
✔️ Spark curiosity: Use prizes that immediately grab attention.
✔️ Broad appeal: Choose rewards that attract a wide audience.
✔️ Headline prizes: Big, eye-catching rewards create buzz
✔️ Free items: Small, easy-to-get prizes lower entry barriers and encourage participation.
Acquisition
✔️ Encourage action: Use prizes that make signing up or opting in irresistible.
✔️ High win rate: Frequent wins keep momentum and motivation high - and a positive player experience.
✔️ Instant rewards: Deliver prizes immediately so participants feel a quick payoff.
✔️ Big prizes: Make headline rewards exciting but achievable.
✔️ E-commerce tip: Discount codes drive quick sign-ups; emphasize urgency (eg. 48-hour usage window).
✔️ Boost redemption: Send codes via winner email and follow up if needed.
Engagement
✔️ Reward time spent and not only game wins: Earned prizes feel more meaningful when they’re tied to effort, mastery, or consistency
✔️ Encourage return visits: every replay could be another shot at the prize. Use messaging that highlights the growing opportunity: “Come back tomorrow to increase your chances!”
✔️ Consider daily / weekly main prizes
✔️ Brand-aligned prizes: Make rewards reflect your values, brand personality, or products.
✔️ Small wins plus big prizes: Frequent small rewards keep motivation high, while headline prizes drive excitement.
Retention & Loyalty
✔️ Make rewards personal and meaningful: Give prizes users actually care about, based on their interests, past actions, or interactions with your brand. You could even let them choose the rewards they’d like to win in the game.
✔️ Use exclusive perks: Give special experiences that feel unique and rewarding.
✔️ Show off your brand: Use prizes that reflect your brand’s style, quality, and values.