Always on webgames built around daily return
This loyalty campaign invites players to take part through their postcode, turning neighbourhood participation into shared wins and community rewards.
85.000
Total number of daily players engaging with the experience
A clear ambition
People’s Postcode Lottery wanted to strengthen its relationship with players in a competitive charity market. The goal: a digital experience that supports repeated interaction, not a short-lived activation.
The ambition was to make My Account part of players’ daily routine.
The challenge
How does People’s Postcode Lottery build daily habits, drive participation, and grow revenue while strengthening player loyalty?
Existing touchpoints did not drive enough repeat traffic, leaving limited room for deeper connection. At the same time, People’s Postcode Lottery needed more users to create a My Account. More accounts meant stronger audience relationships, more frequent visits, and first-party data to fuel future activations.
The concept
A targeted gaming strategy took shape around the My Account environment, with multiple games integrated directly into the platform.
The launch of Word Reveal and Big Quiz gave players one attempt per game per day, creating a natural habit loop. Players kept coming back, driving daily active My Account visitors up and accelerating account creation as new users signed up to access the games.
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