Disclosed herein are systems and methods for dynamic generation of an intelligent and location-based puzzle. The method comprises locating a mobile device within a proximity zone associated with an establishment and generating a user dataset comprising a counter representing how many times the user has been identified within the proximity zone. The method further comprises querying, receiving, and displaying a first media element associated with a puzzle. Upon locating the mobile device within the proximity zone for the second time, the method comprises adjusting the counter value and querying, receiving, and displaying a second media element associated with the puzzle.