A new scratch card game launched by advertising agency Top 10 Bermuda is proving a hit with advertisers and tourists at the Royal Naval Dockyard.

Daniel Marshall, the owner/operator of the firm, aims to distribute 100,000 cards evenly throughout the season to passengers disembarking from cruise ships at Dockyard.

Some 166 cruise ship visits are on the Dockyard schedule for 2024.

Ten advertisers with operations in the West End venue are featured on the card, which offers a prize when an advertiser’s winning symbol and a symbol on the player’s card match.

Prizes include discounts on products and services offered by the advertisers. There is even an upselling element to some prizes.

The game made its debut on April 2 when Mr Marshall and his colleagues distributed 500 cards in a 45-minute period.

He said: “The goal is to get the best return for our advertisers, so that is why we distributed the cards directly into the hands of people who will be in Dockyard, who will be in the venue, and give them a nudge to spend time and money in Dockyard.

“Featured companies have already seen use of the card. At the Wedco breakfast [on April 5], Bonefish and Café Amici said people were already coming in and spending on it. It’s doing well.”

He added: “Visitors love it, they get excited when they see it. There has been good uptake.”

Mr Marshall, a 24-year-old economics graduate from Baruch College in New York, said he would soon introduce a second scratch card game featuring advertisers island-wide.

He plans to distribute 50,000 cards this year via taxi drivers, hotels and visitor information centres. Residents will be able to pick up the cards at VICs.

The island-wide game can also be played online.

Mr Marshall said: “Our goal for the first season is a test of concept. It’s something I came up with. It’s new. It provides a lot of value. It’s interactive and it incentivises people to go to these spots.

“It incentivises foot traffic and it incentivises spending.”

He added: “I want people to come here and have an amazing time, an enjoyable time. I wanted to do something interactive and provide value to our visitors.”

Advertisers are tracking spending using the scratch cards.

Mr Marshall said: “It will be valuable at the end of the season to know what the numbers are.”

He added that the Top 10 Bermuda website would soon feature an artificial intelligence-powered concierge, who would provide tourists with suggestions of things to do based on the questions they asked.

The concierge, named “Bermy”, will scan content loaded by Mr Marshall before making recommendations.

He said the concierge would promote Top 10 Bermuda’s advertisers, providing more value to them, but it would also tell parents about parks to take their children, for example, or where more adventurous tourists could go cliff jumping.