Launching this week, ScratchandMatch.com is run by PDV, the direct marketing specialist that already runs online lottery The Daily Draw, the UK's third biggest entertainment site.
Consumers can win between £10 and £100,000 on Scratchandmatch.com, by entering data about their shopping habits and then clicking on an advertising banner targeted according to their stated preferences. This provides a link to the game where they must try to find 12 winning spots out of a possible 25. Even if they fail, all the spots are revealed to prove it was a potential winner, with each card containing at least 15 winning spots.
The game is free and can be played every day. Consumers can also give their permission to receive targeted e-mail, text messages and direct mail messages.
PDV will not sell the data on, but use it to attract advertisers. Its first branded game, The Daily Draw.com, has attracted more than 800,000 players in its first two years and delivered more than 18 million targeted banners.
PDV's executive chairman, the former Air Miles joint managing director Wanda Goldwag said: "We wanted to make the playing experience as rewarding as possible so we've made every card a potential winner, but the consumer exchange of marketing data for the chance to win also makes it a very strong proposition for advertisers."
PDV is likely to seek an agency to create a viral campaign next year.
The company will also sell unbranded versions to third parties, to brand as they wish.