What is a scratch card?
Used in a sentence: Let's give a scratch card after the first bill payment, and keep the cashback range small until we see the cost per user.
How it works
A scratch card is earned, not shown at random. The app listens for a qualifying event, such as a completed payment, and checks eligibility rules like segment, daily limits and minimum value. If the user qualifies, a card appears straight away or waits in a rewards section.
The reward is decided on the server when the card is issued, based on set odds and the campaign budget. The scratch animation is just the reveal. Once the card is scratched past a threshold, the app shows the reward and credits it, or shows a coupon code. Unscratched cards can expire to create a gentle reason to come back.
Example
A fintech app wants users to pay utility bills through it. After a user’s bill payment succeeds, a scratch card slides up on the confirmation screen. Most cards reveal small cashback, a few reveal a larger amount, and some reveal a partner coupon. Cards are limited to one per user per day, and cashback lands only after the payment settles.
Scratch card vs spin the wheel
| Scratch card | Spin the wheel | |
|---|---|---|
| Interaction | Private reveal by scratching | Visible spin across many prizes |
| What the user sees | One hidden reward | All possible prizes upfront |
| Typical trigger | After a transaction | On entry, a milestone or a campaign |
Scratch cards feel personal and work well as a thank-you. Spin wheels make the full prize range visible, which builds anticipation.
Best practices
- Reward the behaviour you want repeated, not just any app open.
- Set the budget first, then derive odds and reward sizes from it.
- Make ‘no reward’ outcomes rare enough that the mechanic still feels fair.
- State terms and expiry clearly on the card.
How to do this with Digia Engage
A growth team designs the scratch card in Digia’s no-code builder, picks the trigger event from their CEP, and sets eligibility, limits and reward options in the campaign. The card appears on the user event in under 100ms and can be changed or paused from the dashboard without an app release. See the format on the in-app scratch cards page and other mechanics on the gamification product page.
Frequently asked questions
- How do you stop scratch card rewards from being abused?
- Decide the reward on the server, never in the app, and tie each card to a verified transaction. Cap cards per user, per device and per day, add a minimum transaction value, and delay payout until refunds or cancellations clear. Watch for clusters of new accounts sharing devices or payment methods.
- Do scratch cards improve retention or only short-term engagement?
- On their own, they mostly lift short-term activity. They help retention when they reward the habit you want, such as a repeat order or a second payment method, and when rewards point back into the product. Measure against a holdout group over weeks, not just the day of the campaign.
Related terms
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Part of the In-app engagement glossary.