New World, you legends of user experience! New World's "Scratch & Score" promotion is a case study in user experience that should be taught in all business schools. They have successfully managed to design a user experience that will cost more in time and effort than the $20 prize they offer. Why not just give us a code to use on the next checkout that takes $20 off your spend? Instead, I need to stand on my head, spin 3 times, take a photo of the bottom of my shoe while touching my nose and dancing La Macarena, recite the alphabet backwards, send a certified copy of my birth certificate, clap three times and shout "I'm a winner, thank you New World!".