In short
A scratch card in an app is a digital reward that users reveal by swiping or tapping to "scratch" away a cover. It hides a prize such as cashback, points, a coupon or nothing at all. It borrows the anticipation of physical lottery scratch cards to make earning a reward feel more exciting.
Why it matters for apps
Scratch cards combine a reward with a moment of suspense. The reveal adds variable reward psychology to actions that would otherwise feel routine, such as a payment or a check-in. Used sparingly, they make a routine moment feel like a small event.
- Rewards a specific action: granting a card after a key action ties the excitement to the behavior you want.
- Uncertainty holds attention: not knowing the prize makes the reveal itself engaging.
- Be clear about odds: users should understand what they can win. In some markets, prize mechanics also fall under gambling or promotion rules.
- Common mistake: too many empty cards. If "better luck next time" dominates, users stop caring.
Industry examples
Google Pay in India became widely known for giving users scratch cards with cashback or offers after eligible payments.
A streaming app gives a scratch card after a user finishes a series, revealing points, a free rental or a merch coupon (hypothetical).
Build it with StriveCloud
Scratchcards are native in StriveCloud. You set the prizes, such as XP, currency or a shop product, and the probability of winning each one. Hand them out from stat triggers, challenges, quiz results or code redemptions, or send one to a user manually.
Want to try this? See gamification for FinTech
Frequently asked questions
What is a digital scratch card?
A digital scratch card is an in-app reward users reveal by swiping away a cover. It hides a prize such as cashback, points or a coupon.
Why do apps use scratch cards?
Scratch cards add suspense to rewarding an action. The uncertain prize makes the moment more engaging than a fixed reward, which can encourage repeat behavior.
Are in-app scratch cards legal?
It depends on the market and on whether users pay to take part. Free cards earned through normal use are common, but teams should check local promotion and gambling rules.