Ingenico ePayments is giving merchants a new way to engage consumers at the checkout by offering a choice of games enabling participants to win merchandise instead of having to pay for it.

Ingenico Gamified Checkout provides a series of customizable games including a scratch card, a slot machine and a wheel of fortune presented at the checkout for online merchants or on payment terminal screens at brick and mortar stores, France-based Ingenico said in a Wednesday press release.

Based on patented technology from Belgian startup Luckycycle, Ingenico is marketing the tool as a way for merchants to offer a 1 in 10 chance for consumers to win specific merchandise or the entire basket of items if they play and win. Merchants may customize the parameters of the game with various visuals and options, according to the release.

Luckycycle’s tests suggest that merchants can increase the volume and value of transactions and boost completed checkouts by 15% by adding games, the release said.

“Merchants looking to boost conversion and build customer loyalty will typically use discount programs to increase the number of transactions and average basket size, but discounts alone aren’t enough to build loyalty,” said Ludovic Houri, Ingenico ePayments’ vice president of products. “Gamification is one trends that we have found can add excitement and value to an otherwise very functional process and this helps both merchants and consumers get what they want.”

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