Lotto Pakkeleg

What we did
Together with Lotto, we created a digital version of the classic Danish Christmas game pakkeleg, giving users a fun and interactive experience every day throughout December. Lotto wanted to introduce a new “digital tradition” for its customers, and in true Christmas spirit, Lotto crowns 25 new millionaires every year on the 25th of December.

How we did it
Combining both digital and physical prizes, we built a game around the familiar concept of pakkeleg. Our goal was to create an immersive digital experience that felt as close to the physical game as possible. Each player created their own unique avatar, which they could customize with digital merchandise unlocked throughout December. This encouraged players to stay engaged and return each day for a chance to win.

How it works
The campaign exceeded expectations, running for a full month and generating record-breaking engagement. A total of 100,086 unique participants played the game, with 1,093,677 total plays, averaging an impressive 10.9 plays per participant over the 25-day period.