Wheel of Fortune as a Gamification Tool in Marketing
Wheel of Fortune is an interactive element on a website, app, or in an email that allows the user to spin a virtual wheel and receives a random prize. Usually, these are discounts, promo codes, gifts, or other bonuses.
Why gamification in marketing is important
Gamification elements make interaction with a brand more interesting and understandable. Users receive points, badges, level-ups, or a chance to win a prize for their activity.
Gamification solves practical business tasks:
- Increases user engagement.
- Extends the time spent interacting with the website.
- Boosts the number of repeat visits.
- Stimulates actions (purchase, subscription, participation in a promotion).
- Helps gather data about customers.
According to research, the use of gamification elements in marketing increases audience engagement by 30% and boosts profits by up to 95%.
Want to learn how to properly use gamification for promotions? Read our article here.
Wheel of Fortune types
There are different types of Wheel of Fortune games, varying in both mechanics and purpose. Below are the main differences between their formats.
1. Mechanics
Guaranteed prize or possibility of losing. In some versions, every participant receives a prize of different value. This creates a positive user experience since no one leaves empty-handed. In other versions, the chance of winning is not 100%. This adds an element of risk but lowers satisfaction if a person leaves without a prize. Such an approach is suitable when it's important to evoke emotions and interest but may not always be appropriate if the priority is loyalty and positive feedback.
An example below is a Wheel of Fortune with guaranteed prizes (discounts and freebies).
The wheel can be set up as a fair lottery, with equal chances for all sectors, or with a varying probability of winning each prize. Often, expensive gifts or large discounts are rare, while smaller bonuses are more frequent. This way, brands control the costs of the promotion while maintaining audience interest through the potential "big win".
Single attempt or the possibility of repeated participation. In most cases, the user has a chance to spin the wheel only once, usually after they share their contact information (such as email or phone number). However, in some scenarios, repeated participation is allowed, such as once a day. This format is suitable for promotions aimed at regular traffic and works well to bring users back to the website. As an option, you may provide users with an additional attempt for completing certain actions like a purchase, a subscription, or a repost.
Combined scenarios. Wheel of Fortune can be part of a more complex interaction. For example, the user first has to complete a short quiz or questionnaire and only then they get access to spinning. This keeps attention for longer and helps to collect additional information about customers.
2. Purpose
Contact collection (lead generation). Wheel of Fortune is often used to gather contact information. It appears on the website as a widget or a pop-up window and offers a bonus — such as a discount or coupon — in exchange for an email or phone number. After entering the data, the user spins the wheel and receives a prize. This method works better than a standard subscription form because it generates more interest.
Increase in average order value. The right to play can be given only to those who place an order of a certain amount. This encourages adding extra products to the order. Sometimes, the wheel appears only after payment, and in this case, the user receives a bonus for their next purchase. This can increase repeat orders.
Retention and return of clients. Wheel of Fortune can be used to increase the activity of regular users, for example, through offering daily spins with bonuses. This increases the number and the frequency of visits to the site or app. Such a format is also used in email newsletters: instead of a simple offer, the email contains a link to a game where a discount can be won.
Increasing conversion to purchase. Wheel of Fortune can motivate the user to complete a purchase. The visitor is offered to play and receive a discount or free shipping valid for a limited time. This encourages the user to place an order before the bonus disappears. Such widgets are often shown when leaving the site or on the cart page to increase the chance of purchase.
Increase in average order value. The right to play can be given only to those who place an order of a certain amount. This encourages adding extra products to the order. Sometimes, the wheel appears only after payment, and in this case, the user receives a bonus for their next purchase. This can increase repeat orders.
Retention and return of clients. Wheel of Fortune can be used to increase the activity of regular users, for example, through offering daily spins with bonuses. This increases the number and the frequency of visits to the site or app. Such a format is also used in email newsletters: instead of a simple offer, the email contains a link to a game where a discount can be won.
Increasing conversion to purchase. Wheel of Fortune can motivate the user to complete a purchase. The visitor is offered to play and receive a discount or free shipping valid for a limited time. This encourages the user to place an order before the bonus disappears. Such widgets are often shown when leaving the site or on the cart page to increase the chance of purchase.
Seasonal and promotional campaigns. Wheel of Fortune can be used during time-limited promotions, such as Christmas and New Year holidays, Black Friday, or other sale days. A special widget or a page appears on the site, inviting users to try their luck and win a prize.
Building loyalty. Sometimes, the goal is not direct sales, but maintaining interest in the brand. Even a simple game mechanic attracts attention and makes the site memorable. This can be useful in competitive niches and when working with a younger audience.
Building loyalty. Sometimes, the goal is not direct sales, but maintaining interest in the brand. Even a simple game mechanic attracts attention and makes the site memorable. This can be useful in competitive niches and when working with a younger audience.
3. Channels
Website (web widget). The most popular way is to add the Wheel of Fortune directly to the website. It can pop up a few seconds after opening the website or, for example, when the user is about to close the page.
Mobile app. Many companies add the Wheel of Fortune to their apps, most often in the "Bonuses" section or as a separate screen that appears on launch. This mechanic makes the app more engaging and increases its usage frequency. Through push notifications, users are reminded that they can spin again today. All actions are linked to the account and used for analytics.
Emails. Wheel of Fortune can also be included in an email as an interactive element. This makes marketing campaigns more memorable and encourages higher click-through rates.
Offline events. Physical versions of the Wheel of Fortune are still popular at exhibitions, retail locations, and on promo stands. People eagerly approach to participate. A mixed format is often used here: a person fills out a questionnaire, after which they receive the right to spin the real wheel. As a result, the brand collects contact information, while the participant receives a prize.
Mobile app. Many companies add the Wheel of Fortune to their apps, most often in the "Bonuses" section or as a separate screen that appears on launch. This mechanic makes the app more engaging and increases its usage frequency. Through push notifications, users are reminded that they can spin again today. All actions are linked to the account and used for analytics.
Emails. Wheel of Fortune can also be included in an email as an interactive element. This makes marketing campaigns more memorable and encourages higher click-through rates.
Offline events. Physical versions of the Wheel of Fortune are still popular at exhibitions, retail locations, and on promo stands. People eagerly approach to participate. A mixed format is often used here: a person fills out a questionnaire, after which they receive the right to spin the real wheel. As a result, the brand collects contact information, while the participant receives a prize.
Why use the Wheel of Fortune
| Purpose of use | Benefits for businesses | How it works |
|---|---|---|
| Increase in conversions and sales | More subscriptions and orders, reduced drop-offs | The user plays and receives a discount or bonus, which stimulates the purchase |
| Lead and data collection | Acquisition of customer contacts and preferences | The user leaves data for participation; questions can be added before the game |
| Increased engagement and loyalty | More time spent on the website, repeat visits, increased loyalty | The game generates interest, an emotional response, and a desire to return |
| Support for campaigns and viral effect | Additional reach without investments, more mentions | People share wins and discuss the promotion, which generates traffic |
| Motivation to make a purchase | Increasing the likelihood of an order even among a "cold" audience | The received prize is perceived as valuable; the user wants to use it |
How to create a Wheel of Fortune widget
1. Use ready-made platforms. Services like Claspo allow you to create your own widget. You can adjust the appearance, prizes, probability of winning, form fields, and behavior on the website.
2. Install a plugin for CMS or builder. You can connect a ready-made module or template on WordPress and other platforms. The plugin installation takes only a few minutes and can be configured through the control panel. This is a simple way for those who do not work with the code.
3. Create the widget yourself. If you need a completely custom option, you can develop the Wheel of Fortune from scratch. This approach offers more flexibility but requires extra resources. It's important to consider mobile adaptation, animation, protection against manipulation, and integration with CRM.
2. Install a plugin for CMS or builder. You can connect a ready-made module or template on WordPress and other platforms. The plugin installation takes only a few minutes and can be configured through the control panel. This is a simple way for those who do not work with the code.
3. Create the widget yourself. If you need a completely custom option, you can develop the Wheel of Fortune from scratch. This approach offers more flexibility but requires extra resources. It's important to consider mobile adaptation, animation, protection against manipulation, and integration with CRM.
What to consider when launching the Wheel of Fortune
- Prizes and probabilities. Choose valuable and interesting prizes. Make the main prize rare, with the basic ones more accessible. Keep costs under control.
- Transparent conditions. Show the main rules: how many attempts the user gets, why their data is required, how long the coupon is valid. Don’t promise what you can't provide.
- Limitations and protection. Exclude the possibility of spinning infinitely. Use cookies, email validation, and duplicate protection. Promo codes are better sent only to email.
- Integration with CRM. Transfer collected data into your system. Set up an auto-response with the prize and subsequent reminders. Analyze how the game affects sales.
- Testing and refinement. Check how the widget works: does it spin correctly, issue prizes, and display everything properly. After the launch, monitor metrics and improve the mechanics as needed.
Conclusion
Wheel of Fortune is a widget where the user spins the wheel and receives a prize. It’s used in marketing to collect contacts, increase sales, and maintain attention. This format makes interaction with the site more engaging and interesting. Wheel of Fortune is easy to integrate into newsletters, websites, or apps and can be applied for regular audience engagement as well as for short-term promotions.
