🎮 Data with a Dopamine Kick: Gamification, Zero-Party Data, and Personalization - with COO of Scratcher, Nikolaj Skarbye

In this episode of Hello $Firstname, I’m joined by Nikolaj Skarbye from Scratcher.io for a deep dive into what might be the most overlooked shortcut to personalization: asking people directly - while making it fun.

At the heart of our conversation is zero-party data: the kind of willingly shared data that can include preferences, intentions, interests - even motivations. And instead of waiting for transactional behaviour to build up, gamification offers a way to collect this data early in the journey, at scale, and in ways that engage rather than interrupt.

The twist? If done well, gamification doesn’t just capture data - it builds emotional connection with the brand while it’s at it.

🔍 Highlights from the episode:

• Beyond Spin-the-Wheel: From preference quizzes to product advisors and loyalty re-engagements, the real power of gamification lies in how it's designed, branded, and contextualized - not just the mechanics.
• Short-cut to Smart Segmentation: You don’t have to wait for purchase data to personalize. Interactive experiences can surface intent and profile data long before a sale.
• Data That Feeds the CX Layers: Zero-party data connects the Content Layer, Data Layer, and Personalization Layer - bridging marketing, CRM, and even call centre scripting.
• Creative Use Cases: From Penguin knowledge tests for NGOs to Whopper giveaways at Burger King, and B2B IT assessments - Nikolaj shares cases that go well beyond e-commerce.
• The Incentive Myth: Big prizes don’t always mean better participation. Smaller, brand-relevant rewards often lead to higher redemption rates and better lead quality.
• From Collecting to Activating: We explore how zero-party data gets mapped, enriched, and activated across CDPs, ESPs, web personalization, and even in-store experiences.

📺 Watch the full video 🎮 Check out Scratcher

📚 Want more?

This episode is part of Season 2 of Hello $Firstname, based on the book Hello $Firstname – Profiting from Personalization and the Content Crisis Manifesto.

📘 Buy the book 📄 Get the abstract 🎧 Listen to the audiobook 🖼️ Download the models & illustrations 🎤 Book Rasmus for a keynote or workshop