Paultons Park

Objective

Paultons Park, the UK's leading family theme park, needed to drive ticket sales and grow their opted-in marketing database while deepening digital engagement with families. The campaign aimed to bridge the gap between online entertainment and in-park visits by offering engaging gaming experiences that captured zero-party data from high-intent players.

Solution

Playable developed three seasonal gamified campaigns integrated into Paultons Park's digital ecosystem. The Peppa Pig World Puzzle Game challenged players to complete a puzzle in under 30 seconds for prize entry; Ghostly Manor was a 60-second ghost-catching game with monthly prize draws designed to encourage repeat plays; and an Easter Egg Hunt game had players collect falling eggs in 45 seconds. All campaigns offered attractive prizes including park entry tickets, meet-and-greet experiences with Baby Evie character, £150 gift cards, and family passes. Players had to opt-in to participate, creating a high-quality lead funnel.

Results

The campaign generated 17,000+ leads from the Peppa Pig game, 2,100+ from Ghostly Manor, and 5,500+ from Easter Egg Hunt. Conversion rates were exceptionally high: 87.9% for Peppa Pig and 86.2% for Easter Egg Hunt. The Ghostly Manor game achieved an 8.3x repeat play rate, with campaigns spanning October 2024 to June 2025.