A method for engaging a message recipient includes receiving, by a computer system for a recipient, a message having a collectible associated with at least one predetermined area of the message, wherein the at least one predetermined area has been selected by a sender. The method further includes detecting, by the computer system, that the recipient has viewed the at least one predetermined area of the message and awarding the collectible to the recipient by the computer system, so that the recipient can use the collectible in a transaction, wherein the awarding is responsive to the detecting of the viewing of the at least one predetermined area of the message.