Game-ify marketing: how to use games to interact with audience?

I recently listened to Tim Ferris' interview of Elan Lee, the Exploding Cats card game creator. Elan recommended using games to interact with your audience, so I'm trying to figure that out. I'm trying sort of a riddle-based scavenger hunt through my website to interact with my audience and subscribers. What do you all think? Any tips, best practices, etc.? Thanks! WordPress ...