For the vast majority of users, online casinos are entertainment and an opportunity to win real money. At the same time, for the owners of such gambling sites — it is a business. That is why they use traditional business methods and tools. One of them is gamification — a technique used by casinos to keep players interested in their services.
What is this method?
What are its advantages?
Are there any pitfalls?
Answers to all these questions can be found in this article.
What Is Gamification in Gambling?
Let’s start with a general definition. When we talk about business in general, gamification is the use of various gaming techniques as marketing tools. And the peculiarity of the technique is not only limited to the customer’s interest in games.
Various feelings and emotions also play an important role (the desire to win money, to become a winner, to get recognition). As far as casino online sites are concerned, this method is used to achieve the following goals:
- Attract a new audience;
- Increase player engagement;
- Improve interest in the game and use of services;
- Raise the conversion rate of the project;
- Strengthen customer loyalty.
The gamification process is based on three basic principles – motivation, unexpected rewards and status. Let’s explore them in more detail:
How Motivation Drives Player Engagement
In gambling, motivation plays a key role, as it is important that users not only participate in the game, but also feel a sense of accomplishment. It is important to create a reward system for interaction that keeps players interested.
This could be a bonus, entering a tournament, extra free spins or lottery tickets for meeting certain conditions. Such motivators help customers to strive for results, increasing their engagement and desire to continue playing.
In the online casino reviews on the Sizzling Hot Spot, experts Marta Nowakowska and Jan Michalski explain all the tricks gambling platforms use to engage players. Portal users can choose a casino not only based on the wide selection of games but also on features like completing quests, participating in slot tournaments, and earning points to unlock better bonuses.
How Unexpected Bonuses Boost Player Interest
Unexpected bonuses or rewards offered to players can significantly increase their interest. In gambling, unexpected bonuses or promotions can be a pleasant surprise to users. For example, earning free spins or entering a prize draw can pique curiosity and motivate further participation. Such incentives encourage players to return to the platform in the hope of trying their luck again.
Player Status in the Casino Online
Casino players like to be recognized for their achievements and this can be a powerful tool for audience retention. A ranking system, progression charts or public player ratings reinforce the competitive spirit and the desire to be the best.
The ability to showcase their achievements to other users or receive status rewards, such as VIP levels or exclusive privileges, encourages continued engagement and retention within the platform.
TOP 3 Gamification Tools Used by Casinos
The highly competitive nature of the gaming market forces casino operators to use a variety of methods to attract and retain customers. Obviously, given the specific nature of this business, the most effective tools to achieve these goals are gamification tools. There are quite a few of them, but the most popular are considered to be 3 tools, which will be discussed below.
1) Bonuses
The main method used by online casinos for gamification is the bonus program. There are different types of bonuses categorized according to different criteria. The most common classification principles are:
- Requirement for the player to use their money: deposit and no deposit bonuses.
- Form: free spins, cash, valuable prizes (electronics, merchandise, tickets to sporting events and other gifts).
- Wagering: conditions, odds, withdrawal limits.
Special bonuses are a separate category. The most popular among them are welcome gifts, cashback and points systems, which can be exchanged for bonus money.
2) Loyalty Program
The second popular gamification tool is based on the desire of players to be recognized and to improve their skills. Casinos are developing programs that allow each participant to increase their own game level by accumulating experience.
To achieve new ranks, it is necessary to make bets, participate in tournaments and use other services of the project. As awards, players receive bonuses, benefits (for example, an increase in the percentage of Cashback) and VIP service conditions (priority withdrawal, personal support manager, etc.)
3) Tournaments
Competitive gamification is characterized by high efficiency. While in most traditional casino games the player’s “rival” is the program, in tournaments the user is given the chance to compete against other players. The organization of such events stimulates the player’s personal ambitions. Striving for the prize, he increases his activity in the game, which benefits not only the client, but also the casino.
Network tournaments are a separate category. They are limited providers, and casinos are only intermediaries. In this case, all three parties benefit. The most popular among players are the regular tournaments of Pragmatic Play, 3 Oaks, Wazdan, Playson and a number of other top gaming software providers.
Pros & Cons of Gambling Gamification
In addition to the above methods, casinos use other effective techniques. Gamification tools include various quizzes and missions. Almost every casino has leaderboards. In order to achieve their goals, the owners of online gambling projects often hold various contests outside their websites and mobile applications. They use email newsletters and channels on popular social networks.
All these tools benefit both the casino and the players. The undoubted benefits of gamification for users are
- The ability to regularly spend extra money playing.
- Stable, undying interest in the casino’s services.
- Emotional support that contributes to the gambling spirit.
- Identification of their strong personalities, which are not always manifested in normal life.
- Meeting new people (applies to live casino and multiplayer crash games).
As for the disadvantages, the first and perhaps only disadvantage is the increased likelihood of gambling addiction. However, modern licensed casinos provide players with all the necessary conditions to protect them from addiction. To this end, players are offered the opportunity to set limits on their gambling and to use independent online resources for psychological help.