A label comprised of at least two coupled plies is disclosed that incorporates a removable game on the inside face of an outer ply. The outer ply is adhered to an inner ply along two of its edges. The game piece, which is printed to the inside face of an outer ply between the two adhered edges of the outer ply, is removable from the label by sequentially tearing the game piece from the two edges. A suitable label construction is further disclosed in which the game piece incorporates removable scratch off coatings.