How Gamification Transforms Player Engagement and Retention?

What is Gamification in iGaming?

In recent years, gamification has become a buzzword frequently mentioned in the iGaming industry. But how much of it is a genuine solution that sheds new light on operators’ struggles with player engagement and retention?

Gamification relies on incorporating tools into digital gaming platforms that add an element of competition to the gameplay, making it significantly more interesting and engaging for customers.

In the context of iGaming, gamification includes features such as levels, challenges, rewards, leaderboards, and achievements implemented on operators’ platforms.

The final goal is to create a more interactive and immersive experience that enhances content perception for players and guarantees them entirely new, competition-based experiences.

Gamification tools are already enjoying worldwide popularity, and it’s not hard to see why. They have proven to be exceptionally effective in increasing player retention and engagement, with the competitive aspect adding an extra layer of entertainment.

Gamification is not exclusive to iGaming. Solutions related to it are used by companies in various industries worldwide. It’s definitely not a narrow concept coined by a group of iGaming experts. Gamification is a global phenomenon that allows many businesses to improve the experiences of both their employees and customers.

Key Benefits of Gamification

It is often the case that certain trends emerge in various industries, not just in iGaming, which are talked about more frequently than they are seen in practice. However, gamification is different.

A gaming session here is not just a single episode for the player but rather another part of a larger gameplay experience that allows them to accumulate rewards and climb the leaderboards.

This straightforwardly addresses a common issue for many operators: player retention. In the case of gamification, features such as daily challenges and loyalty programs encourage regular logins and sustained interaction with the platform.

Gamified elements enhance the overall user experience by providing a sense of achievement and progression. This not only makes the gaming experience more enjoyable but also helps in building a loyal player base.

Soft2Bet CPO Yoel Zuckerberg states that “Balancing player rewards with sustainable margins is key to long-term success. Gamification tools can drive competitive market differentiation, player engagement, screen time, and personalization. Soft2Bet’s Motivational Engineering Gaming Application (MEGA) serves as a strong example of how gamification can benefit a brand, creating an immersive and appealing environment that captivates players.”

Yoel Zuckerberg, Chief Product Officer at Soft2Bet

Case Study: Soft2Bet’s Gamification Strategy

It appears that the potential of gamification among operators in the U.S. has not yet been fully tapped. Legislative hurdles seem to be the main obstacle, with many U.S. operators still focused on securing their position in an increasingly competitive market.

However, gamification could significantly aid in this effort by enhancing player experience, increasing retention, and ultimately boosting market share.

Numerous examples show that integrating gamification tools into their offerings positively impacts key performance metrics such as Gross Gaming Revenue (GGR) and Average Revenue Per User (ARPU).

Soft2Bet, renowned for its innovative product development, has harnessed this trend with its MEGA offering, which has significantly increased NGR by more than 65% and average revenue per user (ARPU) by 45% for its partners. These impressive metrics, including a fourfold increase in player screen time and a 50% rise in deposit amounts, demonstrate MEGA’s ability to drive player engagement and loyalty.

The platform’s unique features, such as achievements, collectibles, and long-term goals, keep players engaged over time, leading to higher lifetime value (LTV) and better retention rates. By enhancing personalization and offering tailored rewards, MEGA caters to diverse player preferences, contributing to Soft2Bet’s continued success.

Impact of Mobile

In today’s digital age, audiences are increasingly dependent on smartphones for both entertainment and communication, making mobile-optimized casino and iGaming experiences more compelling than ever. Soft2Bet, known for its cutting-edge product development, has harnessed this trend with its MEGA offering, clearly showcasing the transformative power of mobile platforms.

• With around 70% of customers playing through mobile apps, it’s evident that native app users generate more revenue than desktop and mobile web users combined.
• On mobile, MEGA users generate 5x more GGR than those who don’t engage with the solution.

“The level of personalization and interaction offered on these apps is critical to this success. For example, more than half of CampoBet Denmark players use the native app on iOS and Android, and these figures are similarly reflected in Betinia, Soft2Bet’s main Scandinavian brand. MEGA’s innovation on mobile platforms lies in delivering highly personalized solutions and user interfaces that resonate with players immediately. When players see that their dashboards reflect their preferences and habits, they feel a stronger connection to the brand, leading to more frequent engagement,” says Zuckerberg.

MEGA: A Tailored Casino Experience

MEGA’s key benefits stem from its distinctive approach to gamification:

• The platform offers unique gamification engines and a narrative focus that helps it stand out in a crowded market.
• As an API-based standalone product, MEGA not only seamlessly integrates with any platform provider but also captivates with its unique approach to gamification.
• MEGA provides flexibility through a combination of off-the-shelf and bespoke options, allowing operators to customize their gamification programs according to their specific needs;
• Unique casino gamification engines with robust analytics deliver data-driven insights into player behavior, enabling operators to optimize their gamification strategies effectively;
• Long-term engagement is the ultimate goal, and retention rates serve as a crucial indicator of whether the gamification strategy remains compelling over time.

By analyzing these metrics, operators can gauge the success of their gamification tools and make necessary adjustments to maximize their impact on player engagement.

The Broader Impact of Gamification

Gamification can trully open doors to customization and personalization of the gaming experience, which can be crucial for player satisfaction.

“Gamification is a foundational element in our strategy at Soft2Bet. The aim is to provide an engaging and captivating experience that goes beyond the traditional slot machine or card game,” adds Yoel Zuckerberg.

Gamification is a broad concept that encompasses a set of popular tools designed to increase player engagement and retention. A common solution includes challenges and levels, allowing players to progress through different stages by completing various tasks. This creates a sense of accomplishment and ongoing engagement.

A frequently chosen solution also includes reward systems such as points, badges, and leaderboards, which motivate players to perform better and engage more with the platform. For example, Soft2Bet’s Betinia brand allows players to collect Betinia Points, which can be exchanged for bonuses or used to unlock special features.

The success of gamification in iGaming is not limited to a single company. Across the industry, operators are recognizing the value of integrating game-like elements to differentiate their offerings and create more compelling experiences. This trend is likely to continue as technology evolves and player expectations grow.