Gamification has become a huge trend in many sectors, adding a newfound thrill to tasks that may have previously been repetitive and boring. Similarly, the emergence of online casinos was a game-changer in the gambling sector, and many have undergone constant evolution. One such evolution included the integration of gamification into the world of online casinos and iGaming, which ended up being a hit. Simply put, gamification (for those unfamiliar) is the introduction of game-like elements into a non-gaming context (eating healthy, learning a language, etc.). Let’s look at what gamification means for online casinos and how it creates a more appealing experience for players.
The Appeal of Online Casinos
Before delving into the gamification aspect of iGaming, it helps to look at why online casinos are so appealing to punters in the first place. For one, they remove the geographical barriers associated with physical casinos, meaning most players are privy to unrestricted global gameplay. Additionally, these casinos offer players large welcome bonuses, free spins, and ongoing rewards alongside real money games. VideoGamer’s top tips on which online casinos offer secure deposits, fast cashouts, and trusted methods like Visa, Mastercard, PayPal, and crypto, provide additional clarity. Generally, being able to play anything from high-RTP slots to classic blackjack and roulette from the comfort of your own home is the main selling point.
Defining Casino Gamification
With online casino gamification, operators add an extra layer of appeal by shifting away from pure gambling and leaning into the gaming sector. A good example of this would be the way certain casino sites have leaderboards, daily prizes, and daily spins. If you think about it, this approach is very reminiscent of elements you would generally find in gaming communities. The same is true for the betting aspect, where a normal bet is gamified and now has an extra objective or mission (the extra layer).
Some operators may opt for a rewards system that gives punters prizes based on their wins per session, daily logins, or game preferences. Of course, the idea behind this is to keep players engaged and entertained beyond just the betting aspect. Instead of a transactional activity, betting becomes an entirely new concept, presenting players with a fun, interactive journey instead.
The Driving Forces Behind Gamification
While gamification has changed the face of online casinos, this raises the very vital question of why operators would need to do this to begin with. The answer is simple: the iGaming sector is highly competitive, with many new and innovative platforms emerging regularly. In a convoluted industry, you need a unique or enticing service offering to stand out amongst other key players. Even more, operators are now catering to a modern, tech-savvy audience that has specific expectations that will need to be met. As a result, this pushed many operators to step up their game and figure out how to remain relevant to such a target audience.
Although attracting players is essential, maintaining a high retention rate is arguably more crucial for any business’s success. Gamification is the perfect tool when it comes to building customer loyalty, as it gives punters a reason to keep coming back to a specific platform. Customers will inherently keep returning if there are constantly new rewards and gaming content to explore (especially when executed well). In another vein, gamification also offers players new to the gambling landscape something familiar to grasp onto. Due to these gamified elements borrowed from video games, it is easier to bring in new customers as operators now offer more than just a gambling service.
How It’s Done: The Core Techniques
Many operators have their own strategies for gamification on their platforms, but a few core techniques are common among many. One that most online casinos have adopted is leaderboards and tournaments, which depend on the human desire for competition. Some of these tournaments might run on a daily, monthly, or weekly basis with leaderboards and promised prizes to encourage competitive play. Similarly, missions and quests are another way to drive interaction with players by presenting an objective through storytelling. An instance of this might be prompting a player to win 10 hands of blackjack, or spinning a slot 50 times to unlock a rare or fun reward.
However, while prizes are a great motivator, badges and achievements are another enticing element that draws players in. This way, punters can have a visual representation of their progress, which they can (usually) display for other players to see. Adding winnings that are not monetary may seem futile, but it is one of the best ways to drive participation, especially when combined with special events. Lastly, loyalty programs with the added gamified element help dedicated players feel more special, offering specific and rare rewards. At times, these rewards could be specific to their games, or they could be monetary prizes that hold real-world value.
The Benefits: A Win-Win for All
Overall, gamified online casinos act as a win-win situation for operators and punters, as it is rewarding for both parties. On the one hand, operators pull in more customers, which, in turn, helps to drive their overall revenue growth. The popularity of the platform gets boosted as more players who had positive experiences are either going to recommend it to others, make use of referral bonuses, or leave high ratings. As such, user acquisition is increased alongside player retention and engagement, which is a huge achievement from a business standpoint.
When looking at it from the customer’s point of view, there are quite a few benefits that come from using a gamified online casino. Punters get a unique and thrilling experience beyond the act of gambling, which can be a great way to unwind after a long day. Even more, the prizes and rewards earned while playing might make players feel like their money was well spent on a particular game. Lastly, there is a sense of accomplishment that competing in tournaments or completing missions gives players that will keep them coming back for more.
The Future of Online Casinos
Online casino gamification has been a literal game-changer for the gambling sector, shifting even further away from traditional gambling. However, in a convoluted sector such as this, it is only a matter of time before gamified casino sites become the new norm. This, of course, begs the question of how casino operators will keep up with the latest trends and keep evolving the type of gamification integrated into their platforms.
