Media no longer face the question of how to produce more content, but how to keep a long-term relationship with their audience. Blesk.cz is therefore expanding its digital offer with a new interactive project, Bleskové hry. The first format is PSČ hra, which is built on simple game mechanics, daily reader engagement and local context.
The aim of the project is to add digital formats that encourage users to return regularly and build a long-term relationship with the brand. PSČ hra is designed as an easy-to-understand entry point into a broader portfolio of game and engagement projects that Czech News Center plans to develop systematically and over the long term.
“The mechanics are deliberately minimalist. We did not want to create a complex game world. The goal was to build a format that practically everyone can join and that naturally encourages regular returns. PSČ hra is a foundation on which we can keep building over the long term,” says Eduard Švienty, who was in charge of developing the project.
How PSČ hra works
The format is designed to support repeat visits and regular contact between readers and Blesk content, without the need for complicated learning or special knowledge. From the point of view of user behaviour, it works with a short and repeatable ritual that naturally becomes part of the daily routine.
“Blesk has a strong community of returning users, which is why, alongside exclusive content, it also offers them new interactive formats. Taking part takes a single click, so anyone can easily join the game,” adds product manager Lucie Bačíková.
When content is no longer enough
The traditional media model has long been built on volume and frequency. More articles, more videos, more impressions. In an environment of algorithmic feeds, however, this logic is gradually wearing thin. Reach is less predictable, attention is shorter and audience loyalty is rarer than before.
For media, the key question is therefore changing. It is no longer how many people open a piece of content, but whether they have a reason to come back. Game and participatory formats work differently from classic articles in this context. They do not sell information, but create a repeatable rhythm and a long-term habit.
PSČ hra relies on exactly this principle. It does not try to maximise the time spent on the website, but to become a natural part of the user's daily routine. In terms of audience behaviour, this is a different logic from the one on which traditional news reporting is based, and that is where its strategic value lies.
Why similar formats are emerging right now
Similar projects are appearing today across the media market and the creator economy for the same reason. The fight is shifting from attention to return on engagement. Algorithms are no longer a reliable distribution channel, and a direct relationship with the audience is becoming a strategic asset.
Creators recognised this shift earlier. Newsletters, communities and simple interaction formats now form the backbone of how they operate. Media are now going through a similar development. The most resilient projects today are not built on viral peaks, but on small, repeatable patterns of behaviour. The aim is not to overwhelm the audience, but to give it a reason to come back, often without strong motivation or the need to make a decision.
This is why formats with a minimal barrier to entry, a clear value and a regular rhythm work today. PSČ hra fits into this logic naturally, thanks to its local element, simple mechanics and everyday expectation.
Long-term work with interactivity
PSČ hra builds on the wider portfolio of interactive projects from Czech News Center, such as Tipovačky and Fantasy liga, and fits into a long-term approach in which interactivity is not an add-on to content but one of the tools for working with the audience.
Going forward, Czech News Center plans to extend PSČ hra with further game mechanics, for example weekly jackpots or regional prizes, which will work even more with the local dimension and long-term user motivation.
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