Success Story
How the UK’s #1 family theme park uses marketing gamification to drive 17k+ leads, 100,000+ game plays, and engage families online.
Paultons Park, home to Peppa Pig World and over 70 rides and attractions, is one of the UK’s leading family theme parks. Known for delivering great in-park experiences, the team wanted to bring some of that magic into their digital strategy – while strengthening their database with engaged, opted-in leads.
Their goal was clear: build campaigns that delighted audiences, raise awareness of the park’s attractions, and capture marketing permissions in a fun and family-friendly way. They partnered with Playable to make it happen.
“We saw over a 50% double opt-in rate from Playable campaigns, which is very high. It showed that the leads coming from these campaigns were of high quality. They were not just playing. They were interested in staying in touch.” Rob Lee, Lead Digital Specialist at Paultons Park
“We saw over a 50% double opt-in rate from Playable campaigns, which is very high. It showed that the leads coming from these campaigns were of high quality. They were not just playing. They were interested in staying in touch.”
Rob Lee, Lead Digital Specialist at Paultons Park
With a strong presence on social media, Paultons Park used gamified campaigns to attract and convert families outside of the park gates. Most campaigns were promoted through both paid and organic social media and were designed to spark curiosity while offering a clear value exchange: fun, free entertainment in return for an email address.
One of Paultons Park’s standout campaigns was the Peppa Pig World Puzzle Game. Designed around the park’s most popular family area, Peppa Pig World, this puzzle challenged players to complete it in under 30 seconds for a chance to win an exclusive prize package, including entry tickets, a meet-and-greet with Baby Evie and family, plus a £150 gift card for food and merchandise. Promoted across social media, this campaign was child-safe, fun, and perfectly aligned with Paultons’ family audience.
Results (From June 10th to June 30th 2025):
“This was a really successful campaign for us. We collected over 17,000 double opt-in leads. Now we can send news and information directly to an audience we know is interested.” Rob Lee, Lead Digital Specialist at Paultons Park
“This was a really successful campaign for us. We collected over 17,000 double opt-in leads. Now we can send news and information directly to an audience we know is interested.”
To build excitement around the launch of Ghostly Manor, a new spooky-themed family ride, Paultons Park created a ghost-catching game designed to run over several months. Players had 60 seconds to score 500 points by catching ghosts while avoiding the Phantom Phaser, which would end the game.
The campaign offered a monthly prize draw, where the top scorers could win four tickets to the park. This mechanic encouraged repeat visits, game repetition, and helped sustain momentum over time. Promoted via social media, the campaign drove strong engagement and contributed to a steady stream of new leads ahead of the ride’s grand opening.
Results (From October 24th, 2024 to April 29th, 2025):
“This was a very successful campaign too! The game ran for several months, and saw a very high user retention rate.” Rob Lee, Lead Digital Specialist at Paultons Park
“This was a very successful campaign too! The game ran for several months, and saw a very high user retention rate.”
To drive awareness around the park’s Easter holiday opening, Paultons Park launched a seasonal-themed game designed to engage families in the run-up to the school break. The “Easter Egg Hunt” game invited users to grab a virtual basket and collect as many falling eggs as they could in just 45 seconds. Players who scored 100 points or more were entered into a prize draw to win one of five family passes to Paultons Park.
The result was a strong influx of leads and high engagement across social channels, supported by strong campaign metrics. It helped the park stay top-of-mind during the busy spring season with a clear message: “We’re open, come and visit.”
Results (from March 25th to April 18th 2025):
“The Playable platform was very intuitive and easy to use. It helped Paultons Park gain thousands of new leads and achieve nearly 100,000 plays of their games.” Rob Lee, Lead Digital Specialist at Paultons Park
“The Playable platform was very intuitive and easy to use. It helped Paultons Park gain thousands of new leads and achieve nearly 100,000 plays of their games.”
Rob Lee also praised the support from the Playable team. Their customer success manager was friendly, knowledgeable, and always quick to respond. The online customer support was especially helpful when building games and even made platform adjustments to meet specific requests.
This high level of service gave Paultons Park the confidence to keep experimenting with gamification and delivering successful campaigns in the future.
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