Using Gamified Security Awareness Training to Stop 'Free Gift Card' Phishing Attack Examples

According to Verizon’s 2025 Data Breach Investigations Report (DBIR), the “human element” continues to be present in roughly two-thirds of all breaches; the message remains the same: people, not firewalls, remain the primary target of attacks.

Below, we examine how gamified security awareness training (GSAT) can transform that weakness into a controlled risk, particularly for CISOs, IT heads, and awareness program owners who require measurable, board-level results.

Understanding 'Free Gift Card' Phishing

Phishing attacks, which promise gift cards, trick users into sharing personal information or clicking on malicious links.

The promise of a "free gift card" is one of the most frequently used lures in phishing campaigns. These attacks rely on familiarity and emotional triggers to trick employees into clicking malicious links or revealing sensitive information.

Let's delve deeper into real-world cases to understand how these scams operate and the devastating consequences they can have:

1. Wilkes-Barre Phone Scam (2025): A 67-year-old man lost $400 after a fraudulent phone call instructed him to buy a Wal-Mart gift card and share its details for a promised reward (Source).
2. Social Media Grooming: Scammers target seniors on social media, building trust over time before requesting gift cards, leading to losses in the tens or hundreds of thousands (Source).
3. Fake Social Media Offers: Posts promising free iPads or £1000 IKEA gift cards lure users into sharing personal details, which scammers then steal (Source).
4. Malware via Fake Amazon Gift Cards: Emails offering free Amazon gift cards lead to malware downloads, compromising victims' devices (Source).
5. Amazon Phishing Surveys: Fake gift card surveys in phishing emails trick users into providing sensitive information or visiting malicious sites (Source).

Check out our blog to see the 2025 common phishing scams you may encounter.

Why Gamification Works in Security Awareness

Gamified training transforms conventional, passive learning into an active, participatory experience. By integrating elements such as points, badges, leaderboards, and interactive simulations, gamified programs appeal directly to users' competitive spirits and sense of achievement.

Why It Works: People stay engaged, retain more information, and enjoy the process (think Duolingo for language learning or Fitbit for fitness tracking).

In Security: Gamified training turns phishing education into an interactive experience.

Read our guide to discover the benefits of gamification in security awareness training.

How Gamification Stops 'Free Gift Card' Phishing Attacks

Fortunately, gamified security awareness training provides a proactive and engaging solution to prepare employees for these exact scenarios. Here's how it works:

1. Emotional Conditioning

Free gift card scams rely on emotions, including excitement, urgency, and curiosity. Gamified training creates similar emotional contexts during simulations, conditioning users to pause and think when they encounter real messages that trigger those same feelings.

2. Repetition Through Game Mechanics

By turning learning into a game, employees go through multiple phishing scenarios repeatedly. Just like muscle memory, this repetition helps them spot even subtle signs of phishing.

3. Incentivized Vigilance

When spotting a phishing attempt earns points or ranks them higher on a leaderboard, employees are more motivated to stay alert and report suspicious emails, including those with irresistible gift card offers.

4. Simulating Branded Phishing Emails

Gamified security training replicates "free gift card" phishing emails using familiar brand names, such as Amazon or Starbucks.

These fake emails mimic real-world attacks with authentic-looking logos, subject lines, and urgency cues such as "Only 3 left! Claim your $100 gift card now!"

Participants must spot inconsistencies and avoid clicking, learning to stay skeptical of unexpected rewards.

5. Detecting Emotional Triggers

Training modules emphasize the emotional manipulation used in these scams, such as creating excitement, urgency, or a fear of missing out (FOMO).

Through gamified quizzes and scenarios, employees learn to pause and analyze such messages critically rather than reacting impulsively.

Please check out our guide to learn phishing attack examples that exploit emotional triggers.

6. Recognizing Red Flags in Links and Domains

Gamified lessons often include exercises on examining sender email addresses and URLs closely.

By identifying slightly altered domains (e.g., amaz0n-gift.com), users develop a stronger eye for common phishing tactics tied to gift card scams.

7. Rewarding Correct Behavior

Employees who correctly identify and report fake "free gift card" messages in simulations receive immediate rewards—badges, recognition, or leaderboard points. These incentives encourage continuous improvement and foster a vigilant mindset.

8. Simulating Multi-Channel Scams

Advanced gamified systems simulate gift card scams beyond email, including SMS and social media. This prepares users to recognize phishing attacks across all platforms, not just their inbox.

Dive into our latest blog to discover how to launch immersive multi-channel phishing simulations that mirror real-world threats.

How Keepnet's Extended Human Risk Management Platform Can Help

Keepnet's Human Risk Management Platform is uniquely positioned to combat phishing attacks, including "gift card" phishing scams.

It combines gamified security awareness training, phishing simulations, and detailed analytics to identify and reduce employee vulnerability.

The platform not only trains but also continuously measures and reports on human risks, providing actionable insights to reinforce security habits and significantly minimize the success of phishing attacks.

By leveraging Keepnet's comprehensive and user-friendly tools, organizations can build a resilient workforce capable of recognizing and thwarting sophisticated phishing attempts.