It is increasingly difficult for content marketers to stand out in a crowded marketplace. Traditional content methods often fail to engage and convert. Also, measuring the effectiveness of content campaigns for your stakeholders can be complex and time-consuming.

In 2025, publishers and brands face a perfect storm – trying to capture and retain audience attention while the rise of AI means traditional organic search is undergoing a massive sea change. The good news? Quizzes and interactive content get up to 2X more engagement and 30% more dwell time.

Riddle addresses these pain points by providing an enterprise quiz maker platform for creating engaging, interactive content that drives results. With a wide range of formats at your fingertips, including quizzes, polls, and surveys, you can transform dull content into dynamic experiences that capture and hold your audience’s attention. 

Introducing Riddle – an enterprise-grade, zero-code quiz maker

That’s where Riddle’s online quiz maker comes in. Your team will have access to a powerful platform to create engaging, interactive content that drives results – all 100% white-labeled to match your brands. With a variety of formats at your fingertips, including quizzes, polls, and assessments, you can transform dull content into dynamic experiences that capture and hold your audience’s attention.

Engagement is just part of the puzzle. It’s equally important to monetize the increased traffic and time on your sites. Riddle also includes deep monetization options for your advertising sales and operations teams – by creating sponsored content or serving your own video and banner ads.

You have probably experienced the additional hurdles large organizations face when integrating new tools, from InfoSec to procurement and legal. Riddle’s enterprise quiz maker has extensive experience working with big customers. It features a comprehensive suite of back-end features enterprise-level customers demand, including:

• Collaborative multi-user workspaces – for 10 to 10,000 creators
• Single Sign On (SSO)
• Robust analytics (including Riddle’s Looker Studio integration)
• Rigorous compliance with InfoSec and data privacy regulations

What is Riddle?

Founded in 2014, Riddle.com is an ‘all-in-one’ engagement quiz maker used by thousands of the world’s top publishers, brands, non-profits, and sports teams (check out Riddle’s case study library, including Tate Modern, Minute Media, and the Fiesta Bowl). Customers turn to Riddle to create quizzes, personality tests, polls, surveys, score/outcome predictors (e.g., ‘Who will win the World Cup final?’), leaderboards, contests, and more.

Beyond single or multiple choice questions, Riddle’s innovative block-based architecture lets you creators incorporate any number of blocks in multiple formats, all within a single interactive experience. Each Riddle supports flexible drag/drop branching logic, enabling editors to show different questions based on previous answers.

How to embed a Riddle quiz?

You can easily embed any content created on Riddle:

• Responsive embed codes
• WordPress plug-ins
• Using our API within your CMS
• Integratee into your organization’s apps (both Android and iOS)

30+ quiz, poll, and other creative formats

Enterprise-level organizations often have multiple teams and divisions using software (e.g., editorial, sales, marketing) – each with its own requirements. Choosing an interactive content platform that is easy to use – yet sophisticated enough to support a wide range of use cases is key.

Riddle’s enterprise quiz maker currently supports 30+ content blocks (and counting). Here is a sample of the types of questions you can include in each type of content.

Poll / survey question formats

• Single-choice (‘What is the most important issue to you?’)
• Multi-select (‘Pick your top 3 candidates’)
• Reaction slider (Strongly agree -> Strongly disagree: ‘More needs to be done about online data protection.’
• Upvote (‘Vote for your X favorites’ – list then automatically re-ranks based on audience rankings)
• Swiper (Tinder-style ‘like or not’ – users swipe left or right to express their opinion)
• Order it (Records choice by preference – ‘Rank these Olympic sports by preference – soccer, track and field, basketball, breakdancing…)
• Likert/matrix – ask multiple questions using the same scale (e.g ‘strongly agree to strongly disagree’)

Online quiz question types

• Single-choice (‘What is the capital of Canada?’)
• Multi-select (‘Pick Newton’s three laws from this list of eight options)
• TypeRush (‘Can you name all 50 U.S. States in under ten minutes?’)
• Guess It (‘Who is this?’ – Wordle-style game where users have 4 clues and 5 guesses to guess the blurry photo.)
• Order it (Place in the right order – ‘Rank these films by box office draw – Star Wars, Jaws, Pulp Fiction…)
• Tap and find (Answers are hot spots on images – ‘Click where Cape Town is on the map’)
• Spot the difference (Click on the difference between two images – ‘Find the 3 differences in these two photos’)
• Type the answer (‘Which movie legend directed Taxi Driver?’)

Personality test questions

The most viral and highest converting of our formats, personality tests give an overall result based on how the user responded to a series of questions. You can use this format to give results based on each user’s responses (e.g. ‘Which political party should you vote for?’ or ‘What Harry Potter character are you?’), as well as product recommendations and in-depth assessments.

• Single-choice (‘Which issue is the most important to you?)
• Multi-select (‘What 3 qualities describe you best?)

Predictors

Quick to create and highly social, predictors let the audience pick the winner or result.

• Guess the score (‘What will the score be for the World Cup?’)
• Pick the winner (‘Who will win the U.S. Presidential Election?)

Leaderboards

Turn any quiz or predictor into a public competition. Boost engagement and retention across one or multiple quizzes (e.g. ‘Enter our 10 week summer trivia challenge!’).

• Quiz – users get points based on the number of right answers and how fast they answer.
• Predictor – points awarded based on the accuracy of each user’s guesses

Free-form blocks (useable in all content types)

For maximum flexibility, Riddle also features non-question content blocks – you will be able to call out key stats or quotes, or provide additional context before moving to the next question.

• Quote block – useful for stats or key quotes (’76.2% of voters think the government should do more about climate change.’)
• Text/media block – our ‘freestyle’ block will let you and your team add text, plus videos, images, and other media, anywhere in the flow of a Riddle (e.g., ‘You’ve completed section 1 – here’s what you’ll discover in section 2.’)

Upcoming content formats

Riddle is continuously evolving – to provide you and your team with additional formats or tools. For example, various interactive games and puzzles are also on our roadmap. 

• Custom development – as part of Riddle’s Enterprise plan, you can also commission the development of custom features and formats for Riddle on top of the core features our enterprise quiz maker already offers.
• Collaboration – Riddle features robust multi-user features that can support any number of creators from your organization, including collaborative workspaces (‘projects’), custom user roles, and a shared media library for your project members (e.g. for re-use of common assets).

Insert images/videos/GIFs/audio 

Go beyond mere text – and turn your Riddles in to multi-media experiences. You can add the following in almost every location – from questions to answers, answer explanations or results:

• Images/GIFs: upload your own, or search/use via Google Search, Pexels, or Giphy
• Video: add your own MP4, YouTube, or Vimeo clips
• Audio: insert MP3 audio files and a background image

You can also insert your organization’s own media or video library. Your creators can quickly use your own catalog of video clips or images for a faster workflow and avoid internal licensing concerns over hosting proprietary videos on YouTube or Vimeo.

Accessible quiz maker – engage your entire audience

Riddle is an accessible online quiz maker – both for your audience and the creative tools for your editorial staff. This includes following WCAG 2.1 guidelines by supporting keyboard navigation, text to speech, and more.

Globally, more countries require public sector organizations to meet accessibility guidelines (including the UK’s 2018 accessibility regulations and the USA’s Section 508).

Extending these regulations to private companies is probably not too far away. Future-proof your organization by choosing an online quiz maker that already meets these requirements.

Zero-party data capture & lead generation

Riddle is designed to make it easy to track your users’ interactions throughout their journey with any of our quiz, poll, or other formats and our drag/drop form builder.

Your teams would have the option to collect quiz takers’ information with ‘all in one’ lead forms or separate form blocks (as well as all of their Riddle results):

• 16 types of fields – including name, email, dropdown, radio buttons, and text entry.
• Fields can be used separately or combined in a single standalone form.
• Fields or Riddles can also be prefilled with your users’ data using our data layer. For example, if your users are logged in, you could personalize a Riddle with ‘%firstname’ as well as pre-fill the log-in form.

Sending individuals’ Riddle responses to your CRM or CDP

By default, for privacy reasons, Riddle only stores the anonymous, aggregate statistics of your audience:

• 254,352 people took the quiz
• 76,251 answered question 1 as ‘A’, 63,158 as ‘B’, etc.
• 75,612 completed the form
• 3 min 12 seconds average time per user
• 12,698 shares on social media

However, by adding a lead form or form block, you can save each user’s responses to your marketing software or data warehouse via native integration (e.g., MailChimp, Google Sheets, ActiveCampaign) or our secure webhook and Zapier connector.

Data layer – no need for a lead generation form

Use Riddle’s data layer to pre-populate your Riddles with data from your CDP or CRM:

• Personalize your quizzes – (e.g., ‘Hi %first name – let’s take a quiz’)
• Pre-fill forms – increase opt-ins by automatically adding in the name/email and other info
• Avoid forms altogether – send a hashed value to Riddle whenever a logged-in user takes a quiz.
  • Riddle would send back all quiz-taker responses via a webhook along with the hashed value.
  • Match the hashed value to the user in your data warehouse – avoiding the need for a form.

Quiz analytics and data visualizations

Riddle has analytics built into every piece of content to help you and your teams measure and optimize the impact of each Riddle.

• Views
• Starts
• Completes
• Form completions
• Average time per user
• Social shares

You can view all of these statistics in Riddle’s highly customizable data dashboard, complete with customizable data ranges, downloadable reports, and more.

As part of Riddle Enterprise, you can also create your own data dashboards with Riddle’s Looker Studio app.

Riddle – a 100% GDPR-compliant enterprise quiz maker

With Riddle, your teams would be in complete control of data collection.

Here are just some of the ways Riddle complies with global data privacy regulations:

1. Riddle does not collect any personally identifiable information (PII) with cookies or trackers, not even IP addresses.
2. Riddle has its own EU-based servers – no cloud storage such as AWS or Google Cloud.
3. No tracking of individual quiz takers’ data – your creators will completely control what information is collected and how it is stored. 
4. Riddle does not collect or sell data generated from users of our creators
5. No use of Google or other US-based analytics – although you can add your own trackers and pixels (like Google Tag Manager or Meta).
6. Google Fonts – all Google Fonts are served directly from Riddle’s servers.
7. If your teams add lead forms, your quiz takers can opt out of having their personal information collected.
8. Your creators can also require double opt-in (DOI) – data is only stored from quiz takers who click the emailed confirmation link.

Check out this more detailed post about Riddle’s GDPR-compliance.

Robust API – embed, build, and collect statistics

Riddle features a robust API that can automate key tasks for you and your teams with these major capabilities:

1. Embed: you can use our API to create your own widget in your CMS to simplify workflows – your creators would make content on Riddle and simply copy the Riddle’s ID (e.g., eFZd91ag) to the widget.
2. Statistics: continuously receive up-to-date statistics around each of your Riddles – including starts, completes, social shares, and more.
3. Builder: your team can programmatically create Riddles from a data source (e.g., ‘Create a quiz with 10 questions every week’ or ‘Create score predictors for each of the upcoming NFL games this season.’)

You can find our full API documentation here: https://www.riddle.com/help/api

SSO, InfoSec, and server/traffic capacity

Riddle has been designed from the ground up to support the needs of enterprise customers. This extends to the critical back-end infrastructure that large companies require, including redundant servers, secure 2FA and SSO log-in for creators, and more.

Log-in and 2FA

1. Accessing your team’s content and data on Riddle is only possible after successfully logging in to Riddle.com.
2. The login is protected by a password and multi-factor authorization (2FA).
3. The password must be at least 10 characters long and contain upper- and lowercase letters, numbers, and special characters.
4. The 2FA can be carried out using a one-time e-mail code or authorization apps from Google or Microsoft.

Single Sign-On (SSO)

You can also integrate your organization’s Single Sign-On (SSO) system.

Riddle supports OKTA, OAuth, and other SSO protocols. Please contact support via chat if you have any questions.

Scalability & performance

Riddle is used by many of the largest publishers, brands, and sports organisations in the world. 

• 2.8 billion questions were served for Riddle’s customers in 2024 (more information: https://www.riddle.com/blog/lab/2024-quiz-marketing-report/).
• > 99.95% uptime

• Micro-service architecture – each module of Riddle (e.g. embedded content and the creator) is separate. An update or bug in one element will not take the entire platform offline.
• Constant upgrades to Riddle’s software and server infrastructure to rapidly serve content to our ever-growing audience.
• Riddle also has mirrored back-up servers – to prevent downtime during maintenance windows and mitigate risks of outages.

InfoSec and security compliance

Riddle’s online quiz maker and embedded content undergo annual penetration security audits, and have also passed the rigorous InfoSec approval processes for some of the world’s largest brands and publishers.

• Riddle is in now ISO 27001 certified.
• Riddle’s servers are located in their own locked cages at Telehouse Germany GmbH in Frankfurt/Main.
• A live backup server is at Luxconnect in Bettembourg, Luxembourg.

Server certification

• DIN-EN-50600
• ISO/IEC 27001
• ISO 9001
• ISO 50001
• PCI DSS

High-level encryption

Suppose you choose the ‘Save to Riddle’ option for zero-party data collection (name, email, etc., of your quiz takers). In that case, the data is stored on Riddle’s servers in such a way that access is only possible for the logged-in users who collected the data.

The end customer data on the servers is encrypted using the AES-256 algorithm and this data can be downloaded as XLS or CSV from our servers.

Unlimited usage – all plans

Riddle is unique in that our enterprise quiz maker offers unlimited usage/content creation, data capture, and traffic on all of our quiz maker plans. 

Your organization would always get a simple consistent invoice – instead of paying higher or lower amounts based on the amount of traffic and leads your quizzes generated every month.

CFOs and finance teams appreciate this sort of predictable pricing, as well as Riddle’s full suite of payment options, including pay by invoice or bank transfer.

Looking for an enterprise-grade quiz maker? Talk to us.

Adding a new software tool to your organization’s tech stack might seem a bit daunting – you’ll need to go through stakeholders and navigate internal processes. 

Don’t worry. Riddle is here to help – with ten years of partnering with enterprise companies and organizations. 

Book a call with Riddle’s quiz experts. They can assist with everything from a product, technical, legal, or other perspective.

Frequently Asked Questions (FAQ)

(Note: we never, ever run our own ads in your quizzes.)

Riddle monetization options

• Lead generation – this is our default option to monetize quizzes.
  • Collect leads before you show quiz results (can be optional or required).
  • 9.3X better than pop-ups: lead forms in Riddles average 28.6% opt-in rates. Check out our overview using with our flexible lead gen options.
• Video ads – show your video ad before showing the results instead of showing a lead form (part of our Business and Enterprise plans). Anyone who spends three to five minutes answering questions will very likely stick around to watch a video ad of 10 to 20 seconds, in order to view their quiz results.
  • Highly engaged viewers with conversion rates in the 95% range.
  • Of course, you can also use this placement to show regular banner ads.
• Call-to-action buttons and links in your results – One of the easiest ways to monetize your quiz. Place relevant text ads or call-to-action buttons in your results. If done right, these work extremely well. You can tailor the offers to the respective quiz result so that someone who gets the result “Take a vacation on the beach” in the “What is your dream holiday?” quiz, will see links to relevant beach vacations you are offering. Read more on call-to-action buttons here.
• Banner ads – You can place banner ads above and below your quiz using our in-quiz iframe ad unit. Read on for an examples and instructions how to use this option (requires our Business Plan).
• Refresh ads on your page – Quizzes generally have 6-8 questions. You can set up your quiz so that every X questions, the surrounding ads on your page refresh, which provides more ad revenue.

Live example

The sample quiz screenshot below uses a simple, static iFrame below the quiz unit to display an ad.

You can of course also use this placement to display dynamic ads from your ad server. All it takes is either an iFrame URL where Riddle can find these ads or you can set up ad tags for your team in the project settings.

Ads using iFrames

To add your own ad to your Riddle, go to the Settings step and select the “BRANDING & FOOTER” tab.

• You can turn on the iFrame option there and enter the URL from your server, where Riddle can find the iFrame code.
• Please make sure the URL starts with https:// – otherwise it won’t load.

Here is some sample code to get you started with your iFrame.

• Feel free to use this example and modify it to your needs.
• Want to use static images, make sure to alter the example so the image paths are altered according to your server settings.

Monetize quizzes: using ad tags from your ad server

Are you serving your ads from Doubleclick, Google Ad Server or other ad servers? This should be your preferred option to monetize quizzes if they provide you with a quiz ad tag that you can run inside an iFrame.

• Go to your project settings and select the “ads” tab (see screenshot) to insert your own ad code. ]
• You can use variables that your Riddle creators can overwrite on a per Riddle basis.
• To use variables in your ad tag, add them in curly braces {}.
• Make sure to assign default values to each variable as shown in the example in the screenshot below.

You can create up to 5 different ad slots per project. Once these are created, the creator can select an ad slot in the settings screen to add this ad unit to the Riddle (just like the iFrame explained above).

Creators can also overwrite the default values for the variables, giving you unlimited flexibility for your ad serving.

Please note that your ad tag needs to be responsive as the Riddle units itself is also responsive or you need to make sure you can serve ads for each mobile breakpoint.

Please note that this feature is only available to subscribers to our Business and Enterprise plan (you can see see our pricing and features here).

Any questions?

Of course, we’re big believers in awesome (and fast) customer support.

If you have any questions about our quiz ad options, please ask us on support chat or reach out to hello@riddle.com.

And since quizzes are among ‘the most shared pieces of content‘ (AdWeek), your sponsors will also benefit from all the free viral word-of-mouth sharing – while you get grow your audience AND make more money.

Why are sponsored quizzes so effective for brands?

What are online quizzes such a good fit for advertising?

First – banner ads are (mostly) dead:

• Banner blindness: CTR has declined from 44% when first introduced in 1996 to a measly .06% today*
• Declining eCPMs = publishers put in more ads, which annoy customers and leads to…
• Ad blocking – now at 48% in the US, 82% in the UK

Second – sponsored quizzes have strong engagement rates:

• Normal web visitors are passive – they read/swipe content, so it’s a big ‘ask’ to get them to click on an ad.
• Quiz users, however, have voluntarily chosen to take your quiz.
• Already actively engaged clicking, they’re far more likely to interact with your sponsors’ content.

Sponsored quizzes: options with Riddle

Create a quiz or other content themed around your advertiser’s products and then choose the right branding customization options for your sponsors.

We designed Riddle from the start to be a powerful, customizable quiz maker. This built-in flexibility gives you several options for making your advertisers happy with Riddle’s quizzes on your site.

(On the geeky side of things, we also let you use Javascript to trigger events on your site as the user takes your quiz. Super flexible, you can do things like refresh ads with every question.)

These options are like a restaurant menu – you can mix and match the ones that make the most sense for each campaign.

Add your custom logo or branding

The simplest option is to add a clickable logo to any Riddle quiz, list or poll. We’ve got 4 interactive content formats in all – all available with 100% white-labeling.

Simple and effective – it associates your sponsor with the quiz in an elegant and non-intrusive way.

Check out this quiz for the movie “The Accountant” from massive soccer/football site 90min. (bottom of the page)

Add call to action buttons

Place call to action buttons in the quiz results leading to your sponsor’s site.

It’s a natural fit to convert quiz takers to customers – the user has received their results and is ready to go on to something else.
You can add different buttons for each result type – each with customized text and leading to a different URL – based on each quiz taker’s answers.

Add a custom footer

A subtle footer at the bottom of the quiz unit, sponsors can add links to contests or their campaign’s landing page. Check out this mocked up example with the 90min quiz for ‘The Accountant’

Send users to custom landing pages based on their result

Use Riddle’s ‘custom result pages’ to seamlessly transfer your users from your quiz to an advertiser-specific landing page.

Shown immediately after the last question (and any included lead generation form), Riddle talks to your site – and passes along the user’s name and results.

You can then display their results however you like – either in the quiz iFrame or on any landing page you’d like to send the user to.

For example, someone who takes a cheesy ‘The Burger Quiz’ quiz could receive a special 50% off burger coupon on the advertiser’s completely custom result page.

Use the In-Quiz iFrame (Business / Enterprise plan)

This is the Swiss Army knife of ad placements for sponsored quizzes. Powerful and uber-flexible – we designed this to address requests like:

• “Can we show our sponsor’s video ad before the user’s results?” (Yup)
• “Our client has some proven landing pages – can we use these instead?” (Sure)
• “Our sponsor wants to use Riddles for contests – can they use their entry form from another system?” (Yes!)

The only limitation is your sponsor’s imagination. If you can put content in an iFrame, you can display it in your Riddles to your site’s audience.

Check out this example around the movie launch of ‘Alita’ – showing a video trailer between the last question and the user’s results.

Fully customize the brand experience of your Riddle (Business / Enterprise plan)

You can also re-skin any Riddle quiz, list, or poll to match your sponsor’s branding and ad campaign.

Every visual element can be customized from:

• size and placement of the logo
• button styling
• custom fonts (match any sponsor’s font)

Check out how Choice Hotels seamlessly blended their quiz to match their site – you could do the same for any of your clients!

How to make money with quizzes – a summary

As you could see, Riddle offers you a lot of flexibility for tailoring your content to the needs of your advertising partners.
With this, you can use Riddle as a powerful tool to generate new income streams that deliver ROI! (Even our most expensive plan should be possible to cover with the right advertising partner!)

If you need any help or support in how to monetize your Riddle, let us know on hello@riddle.com or via our support chat!