The campaign flow defines the sequence of pages a user goes through when entering a playable campaign. The structure, order, and content of these pages have a direct impact on conversion rate, engagement, and data quality.
There is no single best campaign flow. The optimal flow should be defined by:
The primary goal of the campaign
The audience you are targeting
Where and how the campaign is promoted
Playable campaigns are often one step in a larger customer journey. To maximize performance, the campaign flow should align with surrounding touchpoints such as ads, emails, websites, or in-app messages.
Read more about campaign promotion strategy.
What are flow pages?
Flow pages are the pages a user interacts with during a campaign. Typical flow pages include:
Presentation page
Registration page
Game
Result or winner page
The most important decision is where to introduce friction and where to remove it. Friction can come from registration forms, long copy, or additional steps. Removing friction generally increases engagement, while adding friction can increase data capture.
Key flow decisions that impact performance
1. Registration placement
Where the registration form appears has a major impact on results:
Before the game - maximizes lead capture, but reduces play rate
After the game - maximizes engagement, but fewer users register
Hidden or auto-submitted - minimal friction, limited data collection
The right choice depends on your campaign goal and user context.
2. Amount of data collected
While it can be tempting to ask for many data points in a registration form, we strongly recommend being mindful of the number of registration fields, as this directly impacts campaign performance and conversion rate.
A proven approach is progressive data enrichment across the customer journey:
Initial permission campaign collects only essential data (e.g. name, email, consent)
Follow-up campaigns or touchpoints collect one additional data point at a time
This approach allows you to build richer user profiles over time without sacrificing performance.
3. Known vs unknown users
If the campaign is promoted in a context where the user is already known (e.g. newsletter, app, logged-in environment), the goal should be speed and relevance, not data capture.
User Recognition allows you to:
Auto-fill and auto-submit registration forms
Let users start playing immediately
Avoid asking the same questions multiple times
Gradually enrich known user profiles with new data and avoid asking the same questions again
This creates a smoother and more personalized experience.
4. Call to action (CTA) - guide the next step
Make sure that your CTAs (e.g. buttons) clearly support the goal of the campaign and guide the user forward in their journey, not just end the experience.
Examples:
Awareness - Learn more, Explore
Acquisition - Sign up, Join now
Engagement - Play again, Try another game
Retention - Download app, Continue in app
Loyalty - View my rewards, Go to my account
Strategic campaign flow tips by campaign objective
Awareness
When the goal is to maximize reach and exposure, consider:
Letting users play without registering. You can hide the registration form to keep the experience friction-free or make it optional
Placing the registration form after the game
Using tracking mechanisms instead of permissions to enable retargeting and follow-up campaigns
Optimize for completion rate rather than data capture
Acquisition
When the goal is to collect new leads, consider:
Placing the registration form before the game to capture new users early
Keeping the number of form fields to a minimum
Clearly communicating the value of signing up
Remember! Asking additional questions will impact performance. Each additional field in the registration form can contribute to a decrease in conversion by up to 3.7%
Note! For Instant Win games, the registration form must be placed before the game.
Engagement
When the goal is to drive interaction and time spent, consider:
Let users start playing immediately and placing the registration form after the game
Evaluating whether personal data is needed at all
Using hidden Registration when possible
If users are already known (newsletter or app), consider setting up User Recognition to removing friction in the experience
Focusing on enjoyment and completion rather than lead volume
Retention
When the goal is to retain and bring users back, consider:
Auto-submitting the registration form for returning users to reducing effort and friction as much as possible
Using User Recognition when users are already known
Progressively enrich your customer profiles by asking new questions over time e.g. What is your birthday, what is your zip code.
Add CTAs that support continued interaction, such as:
Download app
Visit relevant content or landing pages
Enter another campaign
Loyalty
When the goal is to strengthen long-term relationships, consider:
Integrate the campaign into owned channels such as apps or logged-in environments, e.g. via iframes
Use User Recognition to hide known data points like name and email
Collect new data points gradually to enrich user profiles.
Personalize content using replacement tags, such as the user’s name, performance and preferences
Reinforce status, rewards, and exclusivity through the flow