Giving Scratchcards Second Life & Maximizing eScratch Games’ Potential Online
“The belief we all face here—the common challenge—is how to stay relevant to younger audiences,” posed Aleš Veselý, CEO, SAZKA.
Veselý and Petr Matějovský, Chief Marketing Officer, SAZKA, presented the company’s bold initiative to reposition scratchcards for younger audiences through sustainability and cultural relevance. Their “My Scratch” platform turned 120 tons of recycled scratchcard material into scratchable sneakers, generating 9.4 million impressions and coverage in 42 media outlets. “We couldn’t promote to younger generations with the scratchcard itself, so we created unique scratchcards and produced 200 unique pairs of sneakers that are fully scratchable, upcycled from the scratchcards,” Matějovský explained.
The campaign expanded into recycled furniture, BMX pump tracks, and an upcoming skateboard line, with plans hinting at a Formula 1 tie-in—merging brand storytelling with eco-conscious innovation.