What is Games
Learn what Games is, when to use it, and how its game families fit into an OmniLab campaign.
In this article, you'll learn what the Games app is, when it is the right fit, and how its game families connect to the rest of OmniLab.
What Games is
Games is the OmniLab app for participant-facing interactive play inside a campaign. In Studio, you create games from Build -> Touchpoints -> Add New Touchpoint; in Pages, participants open those games either from a landing page or from a direct touchpoint link.
Games is designed for multi-touchpoint campaigns rather than a single isolated game. One campaign can include several game experiences, combine different game families, and guide participants from discovery to play, outcome, and reward.
Games uses the shared Platform layer
Every game still relies on the same Platform building blocks: Rewards, Opt-in & Consent, Participation Form, Notifications, and Restrictions. New to that model? Read How settings work across campaigns and touchpoints.
What Games helps you do
Games is a good fit when you want to:
- turn a brand story, launch, or promotion into playable participation
- create more immersive experiences than a static page or form
- collect participant data around a game session when you enable opt-in or forms
- move people from digital engagement toward in-store or on-site footfall
- reward participation, wins, or performance with the right reward logic
The game families inside Games
Not sure where to start? Use Pick a game type when you are comparing several formats.
Luck-based
Wheel of Fortune, Scratch Card, Reveal Card, Simple / Instant Win, and 3D Selection Game for immediate or chance-based play.
Skill-based
Memory, Quiz, Catcher, and Form when the result depends on performance, answers, or submitted input.
Access-based
Offer Pass, Offer, and Gated Content for selective activation, claim, and reserved-content flows.
Advent Calendar
A day-by-day seasonal format that unlocks participation over time.
Premium 3D
Immersive 3D experiences for campaigns that need a more bespoke visual treatment.
Premium 3D follows a guided delivery model
Premium 3D is delivered with the OmniLab team rather than configured end-to-end as a standard self-service game. Use it when the campaign needs a bespoke immersive experience rather than a faster do-it-yourself setup.
How Games fits between Studio and Pages
Studio vs. Pages explains the two product surfaces in detail. For Games, the flow is usually simple: marketers configure the touchpoint in Studio, attach the shared Platform settings they need, publish the campaign, then participants open the experience in Pages.
On the participant side, Pages can show a game card, a Play Now CTA, optional instructions, terms and conditions, a participation form, and the reward or result state around the game itself.
When to choose Games instead of another app
| App | Use it when | Typical experience |
|---|---|---|
| Games | You want interactive play, quick participation, and a clear game mechanic around engagement or data capture. | Wheel, scratch, quiz, memory, offer flows, or guided 3D experiences. |
| Events | You are running scheduled physical activities, bookings, or check-in flows. | Workshops, appointments, sessions, and event attendance. |
| Treasure Hunts | You want venue-wide discovery and collection across several locations or objects. | Multi-stop exploration and collection mechanics. |
| Transactions | You want receipt-based participation and purchase validation. | Upload a receipt to enter, qualify, or win. |
Related
Your first game in 15 minutes
Go from zero to a first published game quickly.
Pick a game type
Compare the main game families before you build.
Build by game type
Browse the detailed guides for each game family.
How settings work across campaigns and touchpoints
Understand the shared configuration patterns behind game setup.