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url="https://www.youtube.com/embed/35IZi_lZ-pQ?si=WmashfAeDC4ikHdB"
/>

Ordinary newsletters no longer surprise anyone, so we decided to try a new format — an [**AMP email**](https://pixcraft.io/blog/what-amp-emails-are-and-how-they-are-changing-email-marketing) with an embedded mini-game. Right in the email, you can play "Snake" — navigate out of a maze while collecting the key to the exit along the way.

In this article, we will tell you how we came up with this idea, what challenges we faced, and how we implemented the interactive element so that it works directly in the email client.
 
 <Img
img="/uploads/altcraft_email_game_a5d8d90c1d.jpg"
alt="The Altcraft team invites you to play a fun game"
/>

## How we came up with the idea to add a game to the email

Interactive elements in newsletters have long been a trend, but they are usually limited to surveys, buttons, or image carousels. We wanted to create something more unusual, something that would truly grab attention and surprise our subscribers. That’s how the idea of adding a mini-game to the email was born.

Why did we choose "Snake" specifically? There are several reasons for this. First, it’s a game that many people remember from childhood. It’s simple, easy to understand, and evokes a pleasant sense of nostalgia.

Second, "Snake" is a perfect fit for AMP emails, where it’s important to strike a balance between engaging content and technical feasibility. The game doesn’t require complex graphics or powerful resources, which allowed us to focus on adapting it for email clients. Additionally, we wanted to create something that would spark emotions in users — because an email that leaves an impression can already be considered a success.

Third, the snake is the symbol of 2025 according to the Chinese zodiac, which gives the game an extra layer of meaning.

And finally, the deciding factor was that, as a child, our editor-in-chief never got a Tetris for New Year's — so now he finally has the chance to play to his heart’s content.

<Note>
By the way, what should businesses do in the year of the Green Snake to outpace the competition? Read [**here**](https://altcraft.com/blog/the-green-snake) — we’ll talk about the marketing challenges of 2025 (with a slight astrological twist).
</Note>

We started with a brainstorming session to come up with an interactive element that could be easily embedded in an AMP email. It was important to us that this element worked quickly, was intuitive, and didn’t require extra actions from the user, such as navigating to external websites. Everything had to work right inside the email so that the user could jump into the experience effortlessly. Soon, the first sketches of the newsletter’s main "character" began to take shape.

<Img
img="/uploads/email_game_5a1c49ff3a.jpg"
alt="Mascot of Altcraft New Year gamification in email"
/> 

Next, we had to design the playing field for our "Snake." We chose a classic maze. But simply reaching the exit wasn’t the most challenging task, so we added an extra condition: a key appeared on the field, and the player had to collect it in order to escape the maze.

Then, we carefully studied the limitations and capabilities of AMP for email. This was a crucial step because what works on regular web pages doesn’t always work in AMP emails. We tested how our interactive element would display in popular email services. This helped us ensure that most users would see the email exactly as we intended — without distortions or errors.

"Snake" turned out to be the perfect solution for several reasons. First, it has a simple and familiar mechanic: arrow key controls, instant response to user actions, and minimalist graphics. Second, it was easy to adapt to the AMP format without losing quality or functionality. Additionally, "Snake" requires minimal data, which is essential for fast email loading, even on slow connections. This is especially relevant for users who check their email on mobile devices.
 
<Img 
img="/uploads/altcraft_letter_template_c022b4f783.jpg" 
alt=""Hit the Start button and begin playing the game" 
/> 

## How we embedded the game in the newsletter

We started by adapting the mechanics of "Snake" for AMP in email. This format imposes certain restrictions on interactive features, so we had to build the game using only the available AMP components. With these components, we were able to manage the game state and process player actions, such as key presses.

To ensure that users immediately understood how to play, we added a simple text hint: "Control the snake using these buttons." This helped avoid confusion, especially for those who had never encountered interactive emails before.

<Img
img="/uploads/email_buttons_70452eb347.jpg"
alt="Control the Snake using the buttons"
/> 

## How we made the game work on most devices

AMP support varies across email clients. For example, Gmail displayed the email with the game without any issues, while Outlook and some other clients didn’t support AMP at all. To ensure that these subscribers could also play "Snake," we created a fallback option with a banner that prompted them to open the web version.

<Note>
How do AMP emails work? How can you send them? Read our article "[AMP Emails: What They Are, Their Types, Why Required](https://altcraft.com/blog/amp-emails-what-they-are-their-types-why-required)."
</Note>

We made the game controls universal — using on-screen buttons. This approach works for both mobile devices and computers. However, we had to carefully adjust the size and placement of the buttons to make them intuitive and convenient for everyone. On mobile devices, the buttons had to be large enough to tap easily but not so big that they took up half the screen, ensuring that the game field remained visible.

To create the email, we used [**Pixcraft**](https://pixcraft.io/en) — an intuitive email builder that allows for quick assembly of interactive AMP newsletters. This tool is especially useful when integrating non-standard elements without deep programming knowledge. The builder automatically accounts for AMP restrictions, helping to avoid errors and compatibility issues with email clients. Pixcraft saves development time and lets you focus on the creative aspects rather than the technical details.

## What we achieved in the end

The email delivered excellent results: 37% open rate, 34% of users launched the game, and 27% successfully completed it. Additionally, [**CTR**](https://altcraft.com/glossary/ctr-what-it-is-and-how-high-it-should-be) increased by 27% compared to a regular newsletter. Nearly a third of users not only started playing but made it to the end. This indicates that the game was engaging and its mechanics were simple and intuitive.

From this project, we drew several important conclusions. First, unusual elements like games can be a great way to capture attention, but only if they are seamlessly integrated into the email. Second, there must always be a backup plan for users whose email clients do not support AMP. In our case, this was a banner with an "Open in browser" button that led to the web version of the game. And, of course, mobile devices should never be overlooked — everything must load quickly and display correctly.

## Conclusion

The experiment with an interactive AMP email delivered great results. Users appreciated the game, which was reflected in the metrics: an increase in clicks and time spent in the email.

We ensured compatibility with email clients, optimized everything for mobile devices, and prepared a fallback option for those who don’t support AMP. Our plan is to further develop these formats to make newsletters even more engaging and effective.

If you missed our New Year’s game, you still have a chance to play — click [**here**](https://cases.pixcraft.io/altcraft/2025_en/)!

Our AMP email game boosted engagement, increasing clicks and time spent. We ensured compatibility and plan to expand interactive formats.

zmeyka-altcraft.png

About what challenges we faced, and how we implemented the interactive element so that it works directly in the email client.

Snake: Gamification within the New Year Newslettering

How We Embedded a Game in an Email and Increased CTR by 27%

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url="https://www.youtube.com/embed/L6bMXTTo-og?si=4Dj6km009z1uN5dV"
/>

The IT sector is constantly evolving with new technologies and tools. [**Altcraft**](https://altcraft.com/en) and [**Pixcraft**](https://pixcraft.io/) are excited to announce a strategic partnership aimed at expanding the capabilities of both companies. Altcraft, a leader in marketing automation, joins forces with Pixcraft, an innovator in tools for marketers and designers. Together, we aim to deliver new solutions that enhance productivity and improve work quality.

## About the partner

Let's get to know our new partner and its product more closely. Pixcraft is a leading developer of innovative plugins and tools, offering comprehensive solutions that bring everything marketers, designers, and developers need into one place. The company’s products are known for their extensive functionality and versatility, helping users streamline workflows and improve the quality of their projects. The creators aimed to reach a broad audience of specialists by designing a service that is easy to use and aligns with modern marketing trends. According to Anton Chirkov, CEO of Pixcraft: 

>We aimed to address the needs of different professionals working with emails, providing each one with a convenient tool. Marketers get a simple and intuitive block editor, designers receive a Figma plugin, and developers benefit from the TJML framework.


## Advantages of Pixcraft

Pixcraft's tools offer several key advantages:

- **Innovative approach:** The company actively implements new technologies, making the design process more creative and efficient. 

- **Broad compatibility:** The company’s solutions integrate easily with other tools and platforms, simplifying work for professionals and allowing them to focus on creative tasks. 

- **Cost and time optimization:** Using Pixcraft products reduces project development expenses and significantly saves specialists’ time. 

- **Ease of use:** An intuitive interface and rich functionality make the plugins accessible to all user categories—from beginners to professionals.

## Pixcraft tools

Let’s take a closer look at each Pixcraft tool currently available:

### [**Pixcraft Builder visual email constructor**](https://pixcraft.io/builder)

Pixcraft Builder is a simple and convenient block-based email editor that allows you to create your master template from your own designs, for example, by importing a design from Figma, or by using the ready-made blocks provided by the constructor.

Pixcraft Builder supports both standard HTML email layouts and interactive AMP emails for implementing various mechanics: forms, ratings, live feeds, and more. You don’t need HTML coding skills. Pixcraft adheres to a no-code approach. Thus, you can use pre-built blocks, customize their design and text, and add links—all in a visual mode. Once your work is finished, you can test the email’s display accuracy in a mobile client interface and in dark mode without leaving the block editor. You can export the project to an [**ESP**](https://altcraft.com/blog/differences-between-cdp-dmp-esp-crm-erp) or download it as a ZIP file for further configuration in any ES.

Thanks to high adaptability, responsive design, and diverse functionality, Pixcraft Builder enables you to generate ready-to-use email code in just a few minutes.

<Video
url="https://www.youtube.com/embed/EjHEgd-HB4c?si=2xT9F0MsafWwfUtl"
/>

### [**Interactive AMP emails in Pixcraft**](https://pixcraft.io/email)

The technology allows real-time communication with the server: updating email content upon opening or sending any data to the server.

Create a form in the visual editor and set [**validation**](https://altcraft.com/glossary/what-is-a-valid-email) parameters. Collected data will be stored in your account. If needed, you can export this data to a CSV file or Google Docs. To instantly transfer data to a [**CRM**](https://altcraft.com/glossary/what-is-a-crm-system), ESP, or website, you can configure a webhook. You can also manage data even after the email is sent: modify text, update products, set current prices and discounts, and more. You can motivate users to share their opinions by enabling live interactions directly in the email. If necessary, add moderation and a profanity filter.

This technology offers the following benefits:

- **Increased engagement:** Interactive elements capture subscribers’ attention and keep them engaged, boosting conversion rates. 

- **Reactivating interest:** Gamification mechanics effectively re-engage inactive subscribers. 

- **Understanding your audience:** New email metrics, such as time spent in the email, forms, ratings, live feed interactions, and more, help you connect more closely with your audience and understand them better.

<Video
url="https://www.youtube.com/embed/UXrJyqzta1k?si=SH7l2U2MeeWuZ6Eg"
/>


### [**TJML framework**](https://pixcraft.io/framework)

A free email framework for creating responsive HTML and AMP emails.

To start using TJML, connect the JavaScript library, and once your email is ready, export the resulting HTML code.

TJML Framework by Pixcraft offers:

- **Responsiveness:** The framework generates responsive email layouts by default. 

- **Speed:** TJML Framework cuts down coding time by half. 

- **Simplicity:** It lowers the entry barrier to email coding. 

- **Quality:** Emails display perfectly across all mail clients.

For more detailed information on using the framework, please refer to the [**documentation**](https://docs.pixcraft.io/en/framework/documentation).

<Video
url="https://www.youtube.com/embed/8UYU7JRWvZk?si=6oW1vP2F1St4P1iH"
/>


### [**HTML to AMP email converter**](https://pixcraft.io/convertor)

Convert your HTML email to AMP to leverage AMP forms, embed games, and other engaging features.

For example, if you need to send a message with interactive elements but lack the time or desire to do the coding, simply convert HTML to AMP and add your favorite carousels and forms with minimal effort.

<Video
url="https://www.youtube.com/embed/HsZqma0gaDk?si=Vk2h95CGuusDq-NG"
/>

## Plugins for Figma

### [**PixCraft Email Generator**](https://www.figma.com/community/plugin/1403763341617358835/)

A plugin for creating emails. It allows you to export your design layout from Figma directly as ready-made HTML/AMP code. It offers an extensive library of pre-made blocks, or you can use your custom design. AMP support enables creating AMP forms and carousels right in Figma. There are specific features, such as mobile adaptation settings and other functions accessible through the properties tab. The plugin works with AI — generating images and texts to speed up and optimize the email creation process. It also includes a testing mode for mobile view and dark theme display. You can export your email to an ESP directly from Figma.

<Video
url="https://www.youtube.com/embed/pdimy_b0APA?si=hjtjK-tn28o_QNNR"
/>


### [**Dark Me**](https://www.figma.com/community/plugin/1210863977149285175/dark-me)

A free plugin for UI development. It allows you to create a dark theme for your user interface in just one click. Several modes are available, and for more refined adjustments, there are HSL filters: manipulating the hue, saturation, and lightness of your design layout.
 
<Video
url="https://www.youtube.com/embed/PKmHEDQN16s?si=MuocE-8u3jXXAFeI"
/>


### [**Styles & Variables Viewer**](https://www.figma.com/community/plugin/1332412206147274506/export-styles-and-variables-to-css)

An alternative to Figma's dev mode. It conveniently exports CSS styles for the selected element. It provides all variables and styles from collections in a developer-friendly format: JSON, variables, or CSS classes. There is also an option to export original images and GIF animations.

<Video
url="https://www.youtube.com/embed/MbOOPDwFxQM?si=ic_2Y8HbVr_FOs-I"
/>


## Conclusion

We are confident that this partnership will open new opportunities for us and our clients. Designers will be able to create more user-friendly interfaces, while marketers will gain a better understanding of their audience and its needs, leading to increased customer satisfaction and loyalty. Pixcraft integrates seamlessly with [**Altcraft Platform**](https://altcraft.com/en/features/cdp), so if you want to enhance the responses to your campaigns and make the analytics of your marketing efforts clearer and more comprehensible, use these two products together.

This partnership will enhance user-friendly designs and deepen audience insights, boosting satisfaction and loyalty through seamless integration.

pixcraft-altcraft.png

In this article, we will talk about how to improve the design, deepen the understanding of the audience, increasing satisfaction and loyalty through seamless integration.

Altcraft & Pixcraft: Collaboration for Innovative Solutions

Altcraft and Pixcraft: A Partnership for Innovative Solutions

uzum-case.png

Reduced push notification opt-out rates, increased OR, saved working hours

bnb-bank-kejs-v-menyu.png

The open rate for automatic Viber messages is around 60%, and MAU growth for the year is +19%

All user information is systematically collected in a unified customer data platform

Distributing messages across various communication channels: email, SMS, push notifications, messengers

Promo codes, bonuses, and points for building long-term customer relationships

You can create and edit any HTML template, as well as save your own custom blocks

Personalized distribution of messages to clients through communication channels

Conducting experiments and optimizing marketing strategies

Tracking the effectiveness of marketing campaigns to make informed decisions

Connecting external systems to the platform and synchronizing data with company databases

Creating questionnaires, surveys, and feedback forms of any level of complexity

The ability to communicate with your clients anytime and anywhere

Increasing user awareness of your company's offers

Customer Data Platform

Omnichannel Marketing

Loyalty programs

HTML Email Builder

Personalized mailings

A/B/n Testing

Real-time analytics

Integration and WebHooks

Forms and Surveys

Messenger Communication

Pop-Up Windows

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