Abstract: A system and method for increasing click-through rates of Internet banner advertisements (ads) is enabled through the delivery of banner ads having a user interactive gaming function. In one embodiment, the user interactive gaming function is implemented as an Internet scratch-off game. The gaming further on the banner ad is completed by the user upon the interaction by the user at a merchant web site. A transfer to the merchant's web site is accomplished using a uniform resource locator request that includes game state information. Automatic transfers to a merchant web site can also be effected based upon indications of user interaction with an interactive portion of a banner ad.